“Fuji 400” - Made in USA

This film carries the "Fuji 400" name on the box. It is made in the USA. It is not Fujifilm. It is not Superia 400. It is not Fujicolor X-TRA 400. It has no connection to any film Fujifilm has ever manufactured.

What it actually is: in our testing, we determined this film to be the same emulsion as Kodak Ultramax 400. Vivid, warm, punchy Kodak colour, moderate grain, wide exposure latitude — if you've shot Ultramax, you'll recognise exactly what you're looking at when the scans come back. The "Fuji 400" branding is unexplained, but the film inside is not: it's a Kodak-manufactured ISO 400 consumer colour negative with the classic warm Ultramax character.

We're transparent about this because you deserve to know what you're buying. The emulsion origin, its characteristics, and the result of our testing are all published here.

Why this film is worth shooting

If you enjoy Kodak Ultramax 400 and you're happy buying it under a different label, this is straightforward: same film, same results. ISO 400 gives you genuine versatility across a wide range of lighting conditions, the wide exposure latitude is forgiving of imperfect metering, and the warm, vivid Kodak colour rendering is immediately pleasing — rich, saturated, with that characteristic golden warmth that distinguishes Kodak consumer films from their Fujifilm counterparts.

It suits the same cameras and situations as Ultramax: point-and-shoots, SLRs, travel, events, street photography, casual everyday shooting. Canon Sure Shot, Olympus Stylus, Nikon L35AF, Contax T2 — Fuji 400 works in all of them and gives you Ultramax results. For photographers who shoot a lot of Ultramax and want the same experience at a potentially different price point, there's no reason to hesitate.

A note on the branding

"Fuji 400" sold under this style of generic branding — made in the USA, carrying a Fuji-adjacent name with no official Fujifilm association — is part of a broader category of films that appear in various markets under non-standard names. Our policy is to test these films and publish our findings clearly. We do not obscure what's inside the box.

Processing

Standard C-41 colour negative processing. We process C-41 in-house at Ikigai Film Lab in Melbourne, with scanning available on our Fujifilm Frontier and Noritsu HS-1800 scanners.

Common questions

Is this actually Fujifilm?

No. Despite the name, this film is made in the USA and has no connection to Fujifilm. It is not Superia 400, not Fujicolor X-TRA 400, and not any other Fujifilm product. In our testing we determined it to be the same emulsion as Kodak Ultramax 400.

How did you determine it's the same as Kodak Ultramax 400?

We shot and processed it alongside Kodak Ultramax 400 and compared the results directly. The colour rendering, grain structure, tonal response, and exposure latitude are consistent with Ultramax. The "Made in USA" designation is also consistent with Kodak's manufacturing base in Rochester, New York.

If it's Ultramax, why isn't it cheaper?

Pricing reflects availability, import costs, and market positioning rather than a direct comparison to Ultramax retail pricing. What you're getting is the same emulsion — how that fits into your budget relative to buying Ultramax directly is your call. We stock it because some photographers specifically seek it out, and because transparency demands we tell you what it is rather than let the branding do misleading work.

How does it compare to the real Fujifilm Superia 400?

Very differently — they're completely different emulsions with different characters. Superia 400 (when it was widely available) had Fujifilm's cooler, more neutral colour palette. Fuji 400 (this film) has warm, vivid Kodak Ultramax character. If you're after the Fujifilm aesthetic, this film won't give it to you.