Fujifilm X Half is a near-perfect camera for Gen Z, but it's missing one important feature

The Fujifilm X Half targets Generation Z with analog film filters, an optical viewfinder, and a high-end image sensor. But it lacks the biggest feature that young photographers crave: a Xenon flash.

Fujifilm X Half Review

Generation Z has a soft spot for vintage cameras. Young creatives want small cameras that offer a distinct aesthetic from smartphones, with digital noise and a distinct live flash look that you don't get from iPhone snaps. The problem? You have to scour eBay or thrift stores to find a good pocket camera, as the few that are made today are very expensive and often out of stock.

So when Fujifilm touts the features of its latest digital camera, the X Half, almost everything sounds perfect for Gen Z photographers. The Fujifilm X Half is pocket-sized, has an optical viewfinder, shoots in a social-media-friendly 3:4 vertical aspect ratio, and includes dozens of film simulations to give your photos an analog look. Plus, it looks great with a retro style.

But instead of using a Xenon flash like an old compact camera, the camera's built-in flash is an LED, like a smartphone, and does not work with an external flash. This is a real disappointment for photography enthusiasts, especially those who want to use a quality camera, different from what modern smartphones offer.

For example, you can set up Half to Film Camera mode, where you select a film simulation and a number of images (36, 54, or 72), and shoot a virtual roll of film using only the optical viewfinder and no in-camera playback options. When you've finished the roll, you'll need to send it to a smartphone app to develop it into individual photos, along with a simulated contact sheet showing the entire roll.

Of course, you can also use the Fujifilm X Half to take individual shots. It has an optical viewfinder and two rear LCD screens. One screen shows a preview of your shot (or playback) and acts as the main menu, while the second screen displays a graphic with the current film settings and lets you swipe between options. It has another neat feature: the film lever lets you create a two-shot collage in-camera. Take a photo, push the lever, and your next photo completes the pair.

Who should use the Fujifilm X Half?

Clearly, the Fujifilm X Half is aimed squarely at modern film lovers and content creators.

With an analog-like shooting experience (thanks to Film Mode!) and a rich library of simulations and filters, this may be the most affordable 'film' camera you can buy, but it offers tons of creative options through half-frame shooting tricks and the freedom of not having to burn through rolls of expensive Kodak film. The vertical sensor is also great for instant sharing.

The Fujifilm X Half won't replace a professional photographer's main rig or satisfy the most die-hard analog purists, but for everyday shooters who want something fun and different, it's the perfect choice.

Fujifilm X Half Price and Competitors

At a little over $800, the Fujifilm X Half competes with Pentax's new half-frame film camera, which starts at around $500, but the Pentax can't shoot video or combine frames in-camera. Depending on your budget, the price may be a bit steep, but for a digital camera that looks like a film camera while still adding modern conveniences, it still seems like a great choice, and a standout camera in 2025.

Micah Soto

Update 26 May 2025