This camera maker is betting on the idea that cameras should be fun. It’s working, the latest numbers from Japan hint

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From retro dials to compact designs, Fujifilm is betting on the experience of taking photos – and the strategy seems to be working as Fujifilm continues to rise among Japan's top camera makers.

Earlier this summer, data hinted that Fujifilm has clawed its way into Japan's top three camera makers based on volume across all camera categories, surpassing Nikon and coming behind longstanding Canon and Sony. While the top three for mirrorless cameras remain led by Canon, Sony, and Nikon, when compact cameras and the viral X100VI are thrown into the mix, Fujifilm rises into the top three.

While the data hinting at Fujifilm's rise came out last month, a new interview is offering insight into the strategy behind the retro camera maker's growth. Speaking to the Japan business publication Nikkei , Fujifilm Corporate Vice President Kouji Matsumoto hinted that Fujifilm's push for the experience of taking photos is working.

"The experiences that resonate with people differ from region to region," Matsumoto said.

The interview also revealed key insights about Fujifilm's users. Over 70 percent of those using the X-series are in their 30s or younger. Meanwhile, about 40 percent of those users are women.

Camera companies rarely break down their numbers by demographics, but the younger generations have been behind a number of recent camera trends, from the comeback of old digicams to a rise in screen-free cameras .

According to the interview, Fujifilm began to shift towards prioritizing the experience of taking photos in 2011 in an effort to move beyond the megapixel race and pricing competition. That year is when the original Fujifilm X100 launched – though it wasn't until the X100V that the retro compact camera went viral on social media.

The current Fujifilm X100VI serves as a noteworthy example of what pushing the experience of photography looks like. The camera puts an APS-C sensor into a compact design, but that's also mixed with tactile retro dials and an unusual hybrid viewfinder design that offers both the modern electronic viewfinder experience and a classic optical one.

Part of Fujifilm's strategy is hosting events – Fujifilm says many of the attendees at those events had only taken photos with smartphones, and many reported that they didn't realize taking photos with an actual camera instead "could be this much fun."

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