> On September 19, 2006, Fujifilm announced plans to establish a holding company, Fujifilm Holdings Corp. Fujifilm and Fuji Xerox would become subsidiaries of the holding company. A representative of the company reconfirmed its commitment to film, which accounts for 3% of sales.

https://en.wikipedia.org/wiki/Fujifilm

It's more complex than that: https://holdings.fujifilm.com/en/about/history

For the retro vibes?

Or maybe their polaroid-style mini film cameras?

They do _really_ well with their Instax line - afair it was > 50% of their revenue once.