Film cameras were supposed to disappear. Instead, more than a decade after film was declared all but dead, they're becoming fashionable again.
From Gen Z shoppers hunting for vintage cameras in Tokyo to social media feeds filled with grainy, imperfect images, film photography is enjoying an unlikely revival in Japan. Part of the appeal is nostalgia. Part is a reaction against an increasingly digital world. And part is simply that slowing down is in vogue.
Japan’s thriving secondhand market, combined with decades of careful camera ownership, has also made it one of the easiest places in the world to buy quality used film equipment.
Why film is back in Japan
Nostalgia is a key factor in the return of film, but the broader picture is more complex.
Nostalgia
At the end of the 20th century, Japan's economic bubble collapsed and a long period characterized by stagnating wages and a weak yen set in. Creating a sense of escapism from these new socioeconomic challenges, Showa nostalgia is a trend that looks back fondly on aspects of Japan’s 20th century, especially from the 1950s onwards. But rather than being rooted in a particular decade or year, it's about the look, feel and experiences associated with the Showa past.
As a result, vinyl records and film photography, as well as kissaten (coffee houses) and dagashi (inexpensive postwar Japanese candies and snacks) have been growing in popularity. Furthermore, although they were born after the Showa period, Generation Z has also bought into Showa nostalgia. In search of “the good old days,” they are adapting retro media, fashion, technology and experiences and showcasing them in their social media lives.
Social media
Social media has helped film photography to become popular in recent years. According to a survey of over 800 people, nearly half pointed to social media as the reason for shooting film. Not only are users posting their own experiences shooting film online, they are also uploading practical information about film photography. For beginners, social media has become both a gateway and useful resource for people curious about analog.
Slowing down in a digital world
While the current film boom is made possible by the internet, it is a trend that is also rooted in digital disillusionment.
As more of our daily lives are digital, online and increasingly involving smartphones, algorithms and AI, many people are experiencing digital fatigue. According to one study, 20% of all respondents stated that they liked film photography as a digital detox. Zooming in to participants who started shooting film in the last three years, that figure rose to almost 30%. From 24 or 36 exposures per roll to the delayed gratification that comes with waiting for development, shooting film forces people to slow down in a world moving faster every year.
The appeal of imperfection
Accelerating with the spread of AI, people are increasingly skeptical of the pictures they see online. Although photographers have manipulated film images for decades, some people believe that film’s seeming imperfections make it a more authentic representation of reality.
In fact, the lo-fi qualities that some analog cameras and film stocks provide are key to film's resurgence. On Japanese social media, emoi often appears in tags, descriptions and comments on film photos. Coming from the English word, emotional, the Japanese term can mean a sense of nostalgia, bittersweetness or a moving feeling. As much as a shot of a scenic landscape or packed subway can evoke emoi, film's soft focus, grainy textures and strong vignetting are just as important. Ironically, a technology from the last century owes much of its revival to platforms like Instagram and TikTok.
Getting started with film photography in Japan
When purchasing a camera and film in Japan, there are a variety of options.
Beginners don’t necessarily need expensive vintage cameras to get started. Newer models such as the Kodak Ektar H35N half-frame camera, RETO Ultra Wide and Slim or the Pentax 17 are designed with newcomers in mind. Those looking to buy used might consider classics such as the Olympus Trip 35 or Canon’s Autoboy series, which remain widely available in Japan.
Big electronic chains such as Bic Camera and Yodobashi Camera and specialty camera retailers like Kitamura Camera typically have sections devoted to film photography. These stores may not carry vintage cameras, but they often sell newer models. As for film, Bic Camera and Yodobashi stock the three major brands — Kodak, Ilford and Fujifilm. Popular beginner color films include Kodak Gold 200, Kodak ColorPlus and Fujifilm 400, while Ilford HP5 Plus is a common choice for those interested in black-and-white photography.
Independent camera stores in Tokyo's Shinjuku, Nakano and Ginza districts also specialize in used equipment.
Japan also has a thriving market for secondhand goods. Book Off and 2nd Street are two large used items chains that can be found across the country. However, not all of them will sell cameras.
Finally, there are online marketplaces such as Mercari, eBay and Yahoo Auctions that contain film camera and film sections.
An advantage with a specialty camera shop is that merchandise tends to be rated based on their condition and they have likely been serviced. But you may end up paying more for this sense of security. Exploring Mercari and other online marketplaces may help you find a bargain, but the quality will vary. Most sellers are not camera shops and may not be able to guarantee functionality. This is also true for general secondhand shops, like Book Off, which are not staffed by film specialists. However, regardless of where you choose to buy a camera, it is a good idea to compare prices, especially for used cameras.
Developing film in Japan
There are several ways to develop film in Japan.
Photo labs
Japan still has brick-and-mortar shops to develop film, such as Yodobashi Camera, Kitamura Camera and specialty camera shops. Additionally, there are online retailers that accept film and send back the results by post.
Regardless of who develops your film, you will have several ways to receive your photographs, including a DVD containing image files, physical prints or photo data transferred directly to your smartphone. Some physical camera shops also have 1-hour development at an additional cost.
With the exception of Ilford’s XP2 Super and a few discontinued film stocks, developing black and white uses a different process than color. Therefore, it is more expensive and is not offered by many shops. The cost of developing black and white film can be two to three times more expensive than color.
Developing film at home
If you want to save some money in the long-term, explore another creative outlet or practice some eco-friendly solutions, it's possible to develop film at home.
Initial costs can be moderate to high depending on your set-up and it may take developing over a dozen rolls of film before breaking even. Also, be prepared to lose some rolls when starting out as mixing chemicals and getting development time correct have a learning curve.
Because most film development chemicals are hazardous materials, they must be disposed of properly at a local waste disposal site.
Eco-friendly film photography
Without proper handling, traditional film developing chemicals can irritate skin or be harmful to our health. Additionally, another concern is the environmental impact of using developing chemicals. If not properly disposed of, chemicals can be harmful to plant, animal and marine life.
The cheapest and most accessible option is caffenol, a homemade film developer made from instant coffee, washing soda, vitamin C powder, water and table salt.
However, unlike traditional developers which have plenty of information online about developing times for most films in the market, caffenol development information can vary depending on the film. Furthermore, some film stocks may not have any information at all.
Is the boom here to stay?
With new film camera models and film stocks meeting increasing consumer demand, the current film trend is going strong. In an age of instant images, film photography asks people to wait, accept imperfections and make every frame count. For many photographers, that slower pace is precisely the point.
© Japan Today
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