For the 30th anniversary of Pokémon, Nikkei Business magazine recounts the growth trajectory and next phase of the IP. Highlights from the report:
- #1 IP in global cumulative revenue (image 1 below)
- TPC’s net profit surged in FY2017-02 (Pokémon GO launch) and in FY2022-02 (market penetration during COVID; image 2)
- TPC is targeting Asia for future growth
- E.g., setting up India Marketing Office and investing ¥2.5B in India by 2028-03
- TPC hires graduates from these countries to work in Tokyo to instill brand philosophy
- However, Switch and Pokémon video games are not widespread in certain markets (colored red in image 3); for these regions, TPC has a phased strategy:
- Phase 1, distribute dubbed Pokémon anime for free
- Phase 2, develop affordable licensed products for children (snacks, etc.)
- Phase 3, launch Pokémon cards in local language
- Phase 4, release console games
- COO Utsunomiya wants the Pokémon IP to last 700+ years
Related: Pokémon TCG’s Ambitious China Expansion
[Originally posted on 2026-02-26 Pacific Time]
