This episode outlines how Fujifilm successfully revitalized its Instax "Cheki" instant camera, transforming it from a struggling product into a global sensation amidst the rise of smartphones.

It explains Cheki's strategic shift in customer focus, identifying new demographics and their hidden desire for tangible photographic experiences.

It highlights the brand's value proposition, diverse distribution channels, and purpose-driven marketing, showcasing how understanding cultural nuances and continuously innovating helped Cheki build a strong, lasting presence worldwide.