FUJIFILM celebrates 90th anniversary with new global brand purpose

Above: Fujifilm’s new global brand purpose, ‘Giving our world more smiles’

Fujifilm has celebrated its 90th anniversary with the launch of its first ever global brand purpose, ‘Giving our world more smiles’.

Richie Matoba, CEO of Fujifilm Australia, told Sprinter that the 90th anniversary “celebrates the rich diversified history of our brand and our journey through a wide range of industries and products that have enriched and changed countless lives”.

“It is also a commitment to the future, with the belief that our product range and proprietary technologies will be successful in ‘Giving our world more smiles’- which is our new Group Purpose,” said Matoba.

“We bring diverse ideas, unique capabilities, and extraordinary people together to change the world.”

To celebrate its anniversary, the Fujifilm Group has launched a dedicated website, showcasing the company’s history since its launch in 1934 and shared while reflecting on its 90th anniversary, the Fujifilm Group held numerous discussions and focus groups about its role in society and how it can contribute to create a brighter future.

“From this foundation, we established a new Fujifilm Group Purpose: ‘Giving our world more smiles.’,”

“For the Fujifilm Group to continue providing innovative value and achieve sustainable growth towards our 100th anniversary and beyond, as an embodiment of our aspirations, our employees – our driving force – will propel our Group toward realising our purpose.

“Our vision for the future is to become a company that creates smiles. We will continue to take on the challenge of learning from the past to shape the future.”

In November 2023, Fujifilm Australia unveiled a renovation and expansion of its Melbourne premises including a new Graphic Systems showroom and demonstration area.

The Campbellfield site, owned by the Fujifilm Australia group, now houses the former DS Chemport chemical manufacturing facility, the new Melbourne showroom as well as the expanded, upgraded and renovated open plan office space.

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