Fujifilm (Thailand) has launched the instax SQUARE 2, an analog instant camera that shoots square-format film. It succeeds the SQ1 from 2020, carries the theme "follow your mood" and costs 3,590 baht. Alongside it comes a new SQUARE film, SOFT HAZE, at 495 baht. Both go on sale October 28, 2026.
A real filter, not a digital effect
The main new feature is the Mood Filter. Slide the switch beside the lens and a physical filter moves in front of it. There are two tones: Warm, soft and warm, and Cool, clear and cool. Shots keep their analog film grain, because it's all mechanical with no digital processing.
It's as simple as the SQ1: twist the lens barrel to turn it on and switch modes. Automatic exposure sets shutter speed and flash output for you. The selfie mirror beside the lens stays, and a new Landscape mode sharpens distant views and group shots.
New SOFT HAZE film
The film uses a newly developed emulsion for a soft glow and warm tones unlike earlier instax films. Fujifilm suggests it for portraits, sunlit room corners and travel views.
The camera comes in three colours, Slate Blue, Brick Red and Misty White, with ridged detailing on the grip and lens for a firmer hold.
Where to try one
Fujifilm is holding Liv(f)e in SQUARE from October 27 to November 1, 2026 at Beacon 3, 1st floor, CentralWorld. Photo zones are styled as a board-game corner, a café and a kitchen, so you can compare the Warm and Cool filters. There's also a DIY Photo Keychain workshop: shoot three photos and turn the prints into a keychain.
Our take
In our view making the Mood Filter a physical piece of glass is the right call, since people who buy an analog instant camera want a film look in the first place. Budget for film before you buy, though. Every press of the shutter uses a sheet, and over time film will cost many times more than the camera. If you'd rather print only the shots you like, Fujifilm's recently launched instax Pal 2 is another option.
Adapted from TECHHaus Thailand and Fujifilm Global Newsroom
