The Fujifilm exhibition, so-called “PHOTO IS”, has become quite big in Japan over the last decade. It is a Photo Event in which everyone can participate. All participants can attach their printed photos with their comments which are displayed at the walls. Started in 2006 with 10,000 applicants the photo exhibition expanded to 50,000 in 2017. In addition the exhibition extended to outside Japan for the first time.
In November 2017 Fujifilm Malaysia hosted the photo exhibition, under the name of ‘Shoot.Print.Share‘, for the first time. Fujifilm offered the public to participate in various fun activities like free workshops on Instax photography. The experience of participating in the event leads to increase the awareness that both taking pictures but also printing pictures belongs to our photographic culture. Such photo exhibition are organized for everyone to see printed photos and to enjoy the moment they share through displayed photos.