September 27, 2010 -- FUJIFILM Corporation (President and CEO: Shigetaka Komori) has established FUJIFILM Middle East FZE, its local subsidiary in Dubai, United Arab Emirates (“UAE” hereinafter) in a drive to accelerate business expansion in the Middle East and African markets. The Dubai company will start its business operation on October 1.

Since the 1970s, Fujifilm has conducted business in the Middle East and Africa through local distributors. It opened a representative office in Dubai in 1993 to extend marketing and technical support to distributors dealing with digital cameras, medical products, imaging devices and graphic products in an effort to build a business foundation. Due to the prospect of strong economic growth in these markets, Fujifilm has decided to set up a local operation in Dubai to facilitate further business expansion.

The first tasks of the new company in Dubai include setting up local logistic bases for digital cameras and strengthening the marketing functions while reinforcing marketing and technical support to distributors. By reducing delivery lead time and swiftly addressing customer needs, it aims to revamp sales capacity in the region.

As for medical, imaging, graphic and other products, the new company in Dubai will reinforce the on-going efforts to extend greater support to local subsidiaries so as to further expand Fujifilm's business operations.

In establishing FUJIFILM Middle East FZE, Fujifilm will actively promote “swift delivery of solutions that meet market needs” more so than ever before in the fast-growing Middle East and African markets to contribute to the development of respective industries in the region.

< Overview of the Dubai subsidiary >

1. Company name
   FUJIFILM Middle East FZE

2. Location
   Dubai, United Arab Emirates

3. Representative
   Kazunori Saito

4. Paid-in capital
   1 million dirhams (approx. 23 million yen)

5. Business description
   Import and marketing of digital cameras
   Marketing and technical support to local subsidiaries dealing with medical, imaging, graphic and other products

6. Number of employees
   10 (planned figure by the end of FY2010)