Retro photography and instant print cameras have regained popularity among young people in China in recent years, with many reverting to the old ways of capturing moments and seeking pleasure in the nostalgia of printed photographs.

In Beijing's Shichahai and Drum Tower areas, an increasing number of freelance photographers and hobbyists can be seen offering to take Polaroid-style photos and digital pictures with retro filters of tourists. A 4-inch Polaroid photo typically costs 20 yuan ($2.80), while a digital photo from a Fuji camera goes for 10 yuan.

In 2022, sales of Polaroid cameras on e-commerce platform JD reached 2.5 million units, with total sales exceeding 470 million yuan.

"The camera gives a filmlike retro vibe, which is superb," one photographer said.

Some of the photographers are students, young professionals or photography enthusiasts looking to make extra income.

A 21-year-old arts graduate surnamed Zhang said she began photographing people in Shichahai after class and during holidays.

"These Polaroid photos with vintage filters have unique colors. Since the resolution isn't very high, facial blemishes are naturally concealed without editing," Zhang said. "A bright smile and colorful outfit can make a great photo."

Another photographer surnamed Shi said she enjoys the challenge of interacting with customers, negotiating prices and teaching them how to pose.

Most customers are young travelers or city residents drawn by recommendations on social media. For some, it's a chance to follow the retro trend; for others, it's a way to preserve memories.

Peng Liying, a product designer in Beijing, bought her first Polaroid photo from a photographer while on a solo city walk.

"The scarcity of an instant print makes it more valuable than dozens of mobile phone photos," the 29-year-old said. "I didn't use to take many snapshots, but I've realized my appearance has changed over the years, and printed photos are a wonderful way to reminisce."

The growing demand has also spurred the opening of vintage photo studios. Near Shichahai, one such studio offers a curated experience with shelves of retro cameras, 1990s CDs from Hong Kong singers, and old-fashioned telephones and CD players.

"The background and lighting are pre-adjusted to ensure the best shot, and we provide props like cartoon dolls to create a retro vibe," said the shop owner surnamed Yuan.

Yuan believes the appeal of printed photos lies in their emotional value.

"When you hold a photo print, it takes you back to the moment it was taken. The anticipation of waiting for the image to develop is part of the charm, like opening a blind box."

For many young people, this nostalgia is deeply meaningful. Wu Xinyu, a middle school teacher who spent an hour taking photos with her boyfriend at the shop, said the experience brought her back to her childhood.

"With society developing so quickly, some people start to miss things from the past," Wu said. "Taking Polaroid photos lets us relive what our parents saw and experienced back then."

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