Fujifilm Instax mini EVO comes in a pink edition you probably can never get

Mocha Mouse might have been declared as the color of the year for 2025, but that isn’t stopping other hues from stealing the spotlight. Pink, for example, seems to be going strong, particularly with tie-ins to franchises like Barbie and Hello Kitty. Of course, fictional characters don’t have a monopoly on pink, and there are plenty of real-world personalities that associate themselves with that color.

That seems to be the tactic that Fujifilm is using to drum up interest in its newest limited-edition design. Aimed not only at shutterbugs but also golf fans, the camera maker is launching a special version of its petite instant camera bathed in pink, giving fans of Rio Takeda the opportunity to show their support. Unfortunately, most of us might not get that chance at all, unless we happen to live in Japan.

Designer: Fujifilm

You might not need to have a reason to adopt a new color for an existing product, but you’ll definitely need an excuse if you want to make it a hot item. Selling a small quantity won’t work if you can’t justify why it’s a rare product in the first place. For this pink Instax mini EVO, that justification comes via Rio Takeda, Fujifilm’s sponsored golf queen who has had eight wins in the LPGA of Japan Tour.

Whether pink is Takeda’s official color is probably not going to be that important if you’re the type to go for special editions anyway. Both the faux leather front material as well as the main body of this camera are pink, unlike the normal Instax models that have a dual-tone color scheme. But yes, if you’re a fan of the golfer, you’ll be tickled pink, pardon the pun, with the special edition strap that has her name on it, as well as an autographed Instax print.

The Instax mini EVO sets itself apart from dozens of other instant cameras with its “hybrid” function, basically functioning both as an instant camera as well as a smartphone printer. On the one hand, you can experience the simple joys of taking a quick photo and printing it out with some effects and stickers. On the other hand, you can select a photo from your phone’s gallery to print, even if it wasn’t taken using the mini EVO.

If you’re a fan of pink or Rio Takeda and you’re living outside Japan, you’ll be out of luck, though. In addition to a limited run, the Instax mini EVO pink edition will only be available in the golf queen’s home country. It’s quite peculiar, however, that Fujifilm isn’t offering more color options for this instant camera line, presuming that all its customers would prefer the retro camera aesthetic instead.

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