A couple holds a camera in a charming space, and moments later, a film emerges. They decorate the photo with various stickers, sharing smiles. Others display their well-taken pictures on the wall.
A fun pop-up has opened at Samjeong Tower, known as a trendy shopping and subculture hub in southeastern Korea. Korea Fuji Film's 'Instax Room Tour' debuted on August 28 and will run until September 17 on the second floor of the building.
The pop-up features two distinct concepts. One side is a vibrant 'Kitsch' area with pink and yellow hues, while the other is a 'Classic' space with wooden elements and navy decor. Each section showcases a living space recreated with desks, sofas, and bookshelves, reflecting its unique identity.
A representative from Korea Fuji Film explained, "We divided the space to intuitively introduce our diverse product lineup." This suggests that Instax can serve as a design element that complements users' images beyond just being a film camera.
In addition to Instax products, various types of film are available. For one or two subjects, the Mini film is recommended; for three to four, the Square; and for five or more, the Wide size. First-time viewers of the Wide film were captivated by its high visibility.
All current product lines are featured in this pop-up, showcasing the charm of instant photography in Busan, which has recently become a global hotspot.
As soon as the pop-up opened, it attracted a crowd of MZ generation customers and foreign tourists. Children looked through cameras with their parents, while groups of friends busily took pictures of each other. English and Chinese could be heard, and one foreign tourist spent considerable time picking up and putting down cameras from the display.
At the entrance, a tablet offers a taste preference test to determine whether visitors lean towards Kitsch or Classic. Those who prefer cute items or practical choices were recommended the 'Instax Mini 13.'
The Mini 13 is Instax's latest analog model. Since its first product in 1998, Instax has sold over 100 million cameras and printers in more than 100 countries by last year, with the Mini 13 being the latest addition to this legacy. Its five pastel colors and voluminous design fit perfectly in the pop-up space.
In the modern and classic area, the centerpiece is the 'Instax Mini Evo,' a premium hybrid product that combines a classic camera design with digital features, offering 10 lens effects and 10 film effects for a total of 100 expressions. It can also function as a printer for photos stored on smartphones.
The premium 'Instax Mini Evo Cinema' model also drew attention. This is Instax's first 3-in-1 model that combines video recording, photo capturing, and smartphone printing. It features an 'Eras Dial' effect that recreates the visual aesthetics of different eras from the 1930s to the 2020s, with adjustable intensity, allowing for 100 different expressions and the ability to shoot short videos of up to 15 seconds.
Notably, it includes a feature that prints a QR code alongside the photo. Scanning the printed film with a smartphone plays back the video from that moment, effectively capturing both still and moving images on a single piece of paper. This product sold out on its launch day in February and won an award in the brand content category at the '2026 Epi Awards Korea' last month.
Visitors were seen decorating their printed photos with a variety of stickers and cute buttons in a designated crafting area between the two sections.
Various events are also planned. Following Korea Fuji Film's official social media accounts allows visitors to take one free photo, and posting it on their story grants them another shot. If they choose to display one of their photos next to the counter, the first 50 visitors each day will receive a frame.
Lee Song-yi, the strategy manager for Instax, noted the impressive use of props. He remarked, "We didn’t suggest it, but couples and friends naturally picked up objects in the room to take pictures. Many expressed their enjoyment after trying it out."
The level of customer interest in Busan, which has recently emerged as a global tourist destination, exceeded expectations. Visitors from the MZ generation and foreign tourists have been consistently flocking to the pop-up. A representative from Korea Fuji Film stated, "We didn’t expect this many people on the first day, but when we returned from lunch, the crowd had significantly increased."
Han Byeong-kyu, team leader of the Instax team at Korea Fuji Film, said, "Busan is the second-largest city after Seoul, but there was no way to experience Instax other than online. We wanted to create an opportunity for young customers to comfortably experience it here." He added that they are considering various options, including pop-ups in other regions and the establishment of a formal store in Busan, based on the response to this pop-up.
* This article has been translated by AI.
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