Fujifilm can’t keep up with TikTok’s retro-camera craze for the X100

The company is struggling to meet demand for its $1,599 camera, prized by young social media fans for its looks and high-end functions.

For years, Japan’s Fujifilm pivoted away from its legacy camera business to focus on healthcare. But thanks in large part to the TikTok crowd, its retro-themed X100 digital cameras are now a roaring success, boosting its bottom line.