[Edaily Reporter Lee So-Hyun ] Snow, a subsidiary of Naver (NAVER(035420)), has unveiled a retro camera app that replicates the color tones and textures of photos taken with film cameras, older digital cameras, and early-generation iPhones. The app caters to the retro aesthetic preferences of the “Zalpa Generation” (Gen Z + Generation Alpha), who seek out vintage cameras to take photos themselves.

According to the IT industry on the 5th, Snow released the camera app “101cam” on the Apple App Store on the 13th of last month. Currently, only the iOS version is available, with an Android version planned for release in the future.

This marks Snow’s first standalone camera app focused exclusively on photography in about eight years, following the October 2018 launch of its beauty camera app “SODA.” Targeting the “digital retro” trend that has recently gained traction among Gen Z and Millennials, this app uses AI-based image processing technology to recreate the distinctive colors and textures of vintage cameras.

“Old-school digital camera aesthetics” instead of sharp photos

101cam targets the recent craze among young users for film cameras, older digital cameras, and early-generation smartphones.

These users are purchasing older digital cameras or iPhones specifically to capture so-called “good-feeling” photos characterized by grainy textures, hazy colors, and low resolution. According to the Camera & Imaging Products Association (CIPA) of Japan, global shipments of standalone cameras are projected to reach $5.5 billion by 2025, more than doubling over the past five years. The standalone camera market, which had been overshadowed by smartphones, appears to be reviving thanks to the retro consumption trends of the Z-generation.

101cam is designed to replicate the color tones and textures of film cameras, digital cameras, and old cell phone models without the need to purchase separate vintage devices. Users can select a camera type and then adjust settings such as color temperature, exposure, angle of view, date display, and grain intensity according to their preferences. Captured photos can be viewed in the app’s internal gallery and are automatically saved to the smartphone’s photo app.

The most notable difference is that it does not show the final result before taking a photo. The existing Snow app uses AI technology to display a real-time preview on the shooting screen that reflects facial contours, skin tone, and makeup effects.

In contrast, 101cam embraces an analog aesthetic by displaying an unfiltered view through the viewfinder, allowing users to see the finished photo only after pressing the shutter. This recreates the anticipation of waiting for results after taking a photo with a film camera, as well as the joy of discovering unexpected color tones.

Bringing Analog to Life with Digital Technology

The app name “101cam” embodies the brand’s identity of recreating an analog aesthetic using digital technology. “101” refers to the 0s and 1s that make up digital data, while also signifying a basic or introductory course in North America; furthermore, viewing the two 1s on either side as the camera body and the 0 in the center as the lens evokes the image of a camera’s front view. Snow explained that the brand name incorporates three meanings: digital technology, an introduction to analog photography, and the shape of a camera.

101cam is also a service that continues Snow’s strategy of operating separate apps tailored to specific photography purposes. Snow operates several standalone apps, including the augmented reality (AR) camera “Snow,” the selfie camera “B612,” “Foodie” (specialized in food photography), and “Soda” (focused on natural portrait retouching). It also operates the photo editing app “EPIK” and the video editing app “VITA” as separate services.

101cam’s performance is also crucial for Snow, which is working to improve its profitability. “101 PRO,” a paid subscription that grants access to all of 101cam’s cameras and filters, costs 5,900 won per month or 19,000 won per year. Snow’s consolidated revenue increased from 68.5 billion won in 2023 to 73.4 billion won in 2024 and 96.6 billion won in 2025. Operating losses decreased from 41.5 billion won to 37.3 billion won and then to 19.2 billion won over the same period.

A Snow spokesperson emphasized, “The new camera app, 101cam, allows users to recreate the aesthetic of early smartphones and popular digital camera models using just a single smartphone,” adding, “It is generating a quiet craze through word of mouth not only among Gen Z, who are passionate about retro culture, but also among users in their 30s and 40s who feel nostalgic for having used those devices themselves in the past.”