Fujifilm has quietly launched a white version of the Fujifilm X Half overseas, while US retailers are giving away the black camera for free with the Fujifilm X-T5 and 16-80mm kit, and UK retailers drop the price. Interest is definitely being revived in Fujifilm's retro compact camera.
The X Half is getting pushed back in the spotlight – but not because of new features or a successor. Instead, Fujifilm and retailers are doing something familiar: offering a fresh look and aggressive deals.
While official images haven't appeared on Fujifilm's global site, trusted sources like Photo Rumors have shared photos by X Space Gallery Shanghai, Beijing, Nanjing, Hangzhou (Fujifilm's creative hubs). Though initially described as an 'overseas' release, the source of the images makes clear that the white X Half is exclusive to Asia.
The X Half in white
If you've followed camera releases in Asia, this move won't come as a surprise. Brands like Fujifilm, Canon, Olympus and Pentax have long treated the region as a testing ground for unique colors and design-led variants.
White, pastel and limited colorways consistently perform well in Asian markets – especially for cameras that lean more toward style and experience than pure specs. Fujifilm's Instax lineup is proof of that.
So yes, the X Half fits regional tastes. But it also makes the camera feel new again – without changing anything under the hood.
The free X Half US deal feels… loud
While Asia gets a new color, the US is seeing something even more eye-catching. Adorama is currently offering a free Fujifilm X Half with the Fujifilm X-T5 and XF 16-80mm kit, on top of a $100 discount. Considering the X Half normally sells for around $850, that's a strong incentive.
🇬🇧 Reduced prices in the UK
The UK also sees some good X Half deals, as seasonal promotions and retailer discounts (at Argos, John Lewis, Wex or Amazon) have reduced prices to as low as £549.
The X Half is fun – but
I actually like the Fujifilm X Half. It's charming, tiny and genuinely fun to use. The film camera mode, rewind lever and diptych shooting give it a personality that most digital compacts lack.
But it's also not for everyone: no RAW files, no continuous shooting and a one-inch sensor make it a niche camera. However, as a secondary fun camera, it makes sense.
What this all suggests
A new color in Asia, free bundles in the US and recent price drops in the UK suggest that Fujifilm and camera dealers are reframing the X Half's role. Instead of a must-have product, the X Half now feels positioned as a fun companion camera for shooters who already own a mirrorless system.
Whether that strategy works will depend on how many photographers are willing to say yes – especially now that the price and bundle deal make it more accessible.
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