Fujifilm has announced the celebration of Fujikina Madrid 2026, an event that aspires to become one of the major events for professionals and amateurs of photography and the audiovisual sector in Spain. Inspired by the legacy of the historic Photokina fair in Cologne, this new meeting will be held on May 23 and 24 at the Official College of Architects of Madrid (COAM) and is proposed as much more than a brand event: a space for dialogue, creativity and visual culture.
During the official presentation, Joan Girons Torres, Sales Manager Imaging Division at Fujifilm Spain, focused on the business context in which Fujikina was born and the evolution of the company. “Fujifilm is today a deeply diversified company, with very defined business areas that range from health to business innovation, including image,” he explained. In this sense, he highlighted that the firm maintains sustained growth with a turnover forecast of 21,000 million by 2026, in which the photography business continues to represent around 17%.
Foster the creative ecosystem
Girons also highlighted the resilient nature of the company, which has been able to reinvent itself after the crisis derived from the decline of analogue photography. “We were able to adapt to a paradigm shift in the industry, transforming our model and betting on new technologies, without abandoning our commitment to photographic culture,” he stated. This commitment is materialized in initiatives such as Fujikina, which seeks to “create alliances and collaborations with national and international actors and promote the creative ecosystem.”
The name of the event itself refers directly to the mythical Photokina, held between 1950 and 2018 in Germany, which shows a clear intention of continuity. However, Girons wanted to emphasize that Fujikina “goes far beyond a corporate event” to become “a transversal meeting point open to both Fujifilm users and creators who use other brands.”
For his part, José Márquez, Senior Product & Project Manager – Professional Imaging Marketing at Fujifilm Spain, detailed the practical and cultural dimension of the event. “Fujikina was born as a contemporary derivation of the spirit of Photokina, but adapted to the current context, where there is no recurring reference fair of this type in Europe,” he explained. According to Márquez, the objective is “to invite the community to actively participate, experiment and share knowledge.”
Photokina activity program
The Madrid edition will have a forecast of around 2,000 attendees and a complete program of activities. Among them, seven talks in the auditorium stand out, specialized workshops, photographic walks around the city, technical services such as sensor cleaning, as well as test spaces and equipment loans. “We want the visitor not only to observe, but to touch, try and get involved in the creative process,” said Márquez.
One of the pillars of the event will be its connection with PHotoESPAÑA, one of the most important photography festivals on the international scene. In this framework, Fujikina will coexist with the official festival program and will host exhibitions curated by relevant figures such as the photographer Matías Costa, who will also participate in the opening.
In fact, in anticipation of the main event, a double exhibition was inaugurated on April 29 at the COAM. On the one hand, What is born, integrated into PHotoESPAÑA 2026, proposes a creative journey from discovery to artistic maturity. On the other hand, the Fujikina exhibition brings together works by prominent contemporary photographers such as Samuel Aranda, Estela de Castro, Toni Amengual, Álvaro Sanz and Nerea Garro, addressing topics such as identity, territory or daily life. Both exhibitions will remain open until May 24.
In addition, the event will have the support of institutions such as the TAI School, Fundación Mapfre or the University of Alcalá, which reinforces its academic and cultural dimension. “One of our objectives is to facilitate dialogue between emerging and established photographers, generating a truly inclusive and transversal space,” added Márquez.
Altogether, Fujikina Madrid 2026 is emerging as a new platform for visual culture in the Spanish capital, combining training, exhibition and experimentation. With an open and collaborative vocation, Fujifilm is committed to consolidating this meeting as a benchmark in the European calendar, recovering the spirit of the sector’s great events and adapting it to the needs of contemporary photography.
