The X-A5 is the latest addition to the entry-level X-series.
Mirrorless cameras' market share continues to overtake digital single-lens reflex (DSLR) as users opt for lighter and more compact photography solutions, says Fujifilm.
Its Malaysia managing director Yoshitaka Nakamura revealed that demand for mirrorless cameras grew 24% last year, holding a market share ratio of 58:42 against DLSRs.
"We expect our latest X-A5 to continue on this trajectory, as mirrorless cameras will continue to take centre stage with today's selfie generation becoming more discerning in wanting to capture better images. It used to be all about convenience but now it's about quality," he said, during the launch of the X-A5 camera.
He added that Fujifilm Malaysia recorded a 35% growth last year, reflecting the situation in Thailand, which was regarded as the trendsetter for the South-East Asian region.
It was learnt that Fuji had around 20.7% market share of the mirrorless market, putting it in second place for the category.
The X-A5, which replaces the X-A3, was billed as the lightest camera-zoom kit lens combination, when paired with the new Fujinon XC15-45mm f3.5-5.6 OIS PZ powerzoom lens that it was launched with.
The combination weighs in at 496grams - 371gram for the body and 135gram for the lens.
"Today's camera is not only for capturing photos at special events. Like wrist watches and jewellery, it is part of the youth's accessories, they carry it everywhere," he said.
The X-A5 carried on Fuji's retro design cues, coming in silver, brown and pink.
The latest addition to the entry-level X-series was the first to have hybrid contrast and phase detection points, and also introduces 4K video recording, a microphone jack and low energy Bluetooth that allowed continuous connectivity paired with a smartphone or tablet using the Fujifilm Camera Remote app.
Fujifilm imaging solution assistant manager Thomas Kwan said the camera maintained the 180-degree tilting touchscreen for easier selfies, the 24.2-megapixel APS-C image sensor, and Fujifilm's signature film simulation modes.
"The X-A5 also uses energy saving design which offers class-leading number of frames per charge, up to 450 frames per charge," he said.
As part of the launch, Kwan said there would be two early bird offers: RM3,288 for the X-A5 camera, kit lens, two 32GB SD cards, a leather strap and leather case; and RM3,988 for the camera, kit lens, and the XF23mm F2 prime lens.
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