Film simulation, a Fujifilm term. It's called "picture style" in Canon system, or "picture control" in Nikon system. So it's said to simulate the color and tonal qualities of acclaimed film brands. Namely Provia, Velvia and Astia.
Provia
True-to-scene natural look.Primary usage: Sports, journalism
Velvia
Very high contrast, very high saturation.Primary usage: Landscape and nature scenes
Astia
Soft skin tone.Primary usage: Portraits.
PROVIA
VELVIA
ASTIA
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