ShanghaiMay 18, 2026 /PRNewswire/ — From May 15 to 18, 2026, the 27th China International Photograph Machinery & Imaging Expo (P&E 2026) opened at the Beijing Exhibition Center. FUJIFILM (China) Investment Co., Ltd. showcased its GFX series medium-format mirrorless digital cameras, X series APS-C mirrorless digital cameras, and their full range of lenses, occupying a core booth (Booth No.: T201) spanning over 1,000 square meters. Debuting with a blend of product displays, hands-on shooting experiences, image exhibitions, and master talks, it created an immersive multi-dimensional imaging experience for all photography enthusiasts, professional photographers, and industry partners.
Camera Museum: A Glimpse of Nearly a Century of Optical Heritage
Upon entering the FUJIFILM booth, the “FUJIFILM Camera Museum” immediately captures visitors’ attention. It showcases the full range of currently available GFX and X series products—from the gigapixel medium-format flagships “GFX100 II,” “GFX100S II,” and “GFX100RF,” to popular X series models like “X-H2S,” “X-T5,” and “X100VI,” along with a rich lineup of GF and XF series lenses. It also meticulously displays several classic historical models from the brand dating back to 1948. From early medium-format film cameras to the first-generation X series that ushered in the era of mirrorless digital cameras, it clearly outlines FUJIFILM’s nearly century-long historical accumulation and imaging lineage in optics and imagery.
Live Shooting: Over 100 Stations for Multi-Dimensional In-Depth Experience
To help visitors more intuitively experience the appeal of the products, the booth set up a large-scale live shooting experience area, featuring over 100 shooting stations covering diverse creative themes such as still life, portraits, macro, landscapes, telephoto, art, still life, and commercial photography. Visitors can personally experience the real-world performance of GFX and X series products across multiple scenarios.
Commercial imaging demands exceptionally high standards for image quality and color accuracy, requiring ample headroom for large-format output and secondary cropping. Flagship gigapixel models like the “GFX100 II,” “GFX100S II,” and “GFX100RF” feature larger sensor areas, delivering finer gradations, wider dynamic range, and more generous post-processing flexibility. In live scenes, visitors can verify technical details such as image quality and color accuracy firsthand, meeting the “scrutiny-worthy” standards of commercial-grade imaging.
For the “GFX ETERNA 55” cinema camera released in 2025, the booth also features a dedicated experience area. As one of the few members certified by IMAX, this product brings medium-format sensors into the realm of professional filmmaking. Visitors can experience it on-site, feeling the unique transition of imagery from static to dynamic, and exploring the multiple narrative possibilities in professional film creation.
The venue also features a professional studio environment with high-end lighting worth millions, paired with professional models and scenes. Visitors can enjoy a complete commercial-grade shooting experience here, closely appreciating the excellent performance of the GFX system in large-format output and fine detail reproduction.
In addition to the GFX system, visitors can also experience popular X series models like “X-H2S,” “X-T5,” “X100VI,” “X-S20,” and “X-E5,” along with 44 XF lenses. Whether using tilt-shift lenses to effectively correct architectural perspective, employing telephoto lenses to capture the texture of distant mountains, or exploring details like optical image stabilization, zoom, macro, and large apertures, the diverse live scene setups make the characteristics of each product intuitively tangible.
Film Simulation Zone: A Color Archive of Nearly a Century
FUJIFILM’s research into color science began in 1934. The Film Simulation Zone showcases 20 classic FUJIFILM film simulation modes and corresponding scene samples: the vividness of Velvia, the clarity of PROVIA, the warmth of ASTIA, the subtlety of ACROS… Stepping in here feels like entering a “Color Archive.” Visitors can not only admire exquisite samples but also draw inspiration from hundreds of color recipes accumulated by global users and professional photographers—from retro film looks to modern tones, each imbued with the insights and feelings of creators after countless shutter clicks. Through the various film simulation modes built into FUJIFILM digital cameras, users can integrate nearly a century of FUJIFILM color aesthetics into their digital creations, offering broader possibilities for visual expression.
Gallery-Level Exhibition: Experiencing the Charm of Premium Imaging
In the GFX｜X Gallery area, a curated selection of outstanding works created by global partner photographers using FUJIFILM equipment is displayed. The works span diverse themes such as portraits, landscapes, still life, and commercial photography, with exquisite images showcasing the ultra-high resolution and rich color expression of the GFX medium-format system. Walking among these fine works, visitors can immerse themselves in the visual impact and emotional resonance brought by high-quality imaging.
Master Talks: 11 Sessions Over 4 Days to Inspire Unlimited Creativity
Throughout the four-day expo, FUJIFILM has invited 11 professional image creators to deliver themed sharing sessions, covering diverse fields such as fashion portraits, travel documentaries, emotional portraits, landscape photography, urban light and shadow, wildlife photography, and architectural geometry. These professional creators will share cutting-edge perspectives and practical techniques based on their own creative experiences, engaging in in-depth exchanges with the audience to inspire more creative ideas.
During the expo, the FUJIFILM booth also offers on-site product purchasing services. FUJIFILM GFX and X system users visiting the booth can also enjoy free CMOS sensor cleaning and basic maintenance services to keep their cameras in optimal condition.
From the past, present, to the future, FUJIFILM is always committed to expanding the boundaries of image expression. We sincerely invite all photography enthusiasts, professional photographers, and industry partners to visit the FUJIFILM T201 booth at P&E 2026, to feel the warmth of optics together, experience the joy of creation, and explore the infinite possibilities of imaging.