30 Years Later, Pokémon Fans Still Gotta Catch 'Em All

Franchise's enduring popularity fuels booming trading card market and collector craze

Published on Feb. 27, 2026

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Three decades after the debut of the Pokémon franchise, fans of all ages remain devoted to collecting the iconic characters through video games, trading cards, and more. The trading card market in particular has exploded, with some rare cards fetching millions of dollars and leading to a rise in thefts targeting card stores. Despite the financial incentives, many collectors are driven by nostalgia and a lifelong passion for the Pokémon world.

Why it matters

Pokémon's longevity and global popularity demonstrate the power of strong character design and world-building to captivate audiences across generations. The booming trading card market also highlights how certain collectibles can appreciate significantly in value over time, though the risks of theft and speculation have complicated the hobby for many dedicated fans.

The details

Benson Lu, a 26-year-old Pokémon superfan, has played the mobile game Pokémon Go daily for a decade, watches the animated series weekly, and has amassed a $70,000 collection of trading cards. The Pokémon trading card market has become so lucrative that some rare cards have sold for millions, like the $16.5 million Pikachu Illustrator card purchased by social media star Logan Paul. This has led to a rise in break-ins and robberies targeting card stores, with one Anaheim shop losing over $80,000 worth of cards in a recent theft.

  • Pokémon first debuted in Japan in 1996 with the release of 'Pokémon Red' and 'Pokémon Green' for the Nintendo Game Boy.
  • Thirty years later, in 2026, the Pokémon franchise continues to captivate fans around the world.

The players

Benson Lu

A 26-year-old Pokémon superfan who has played the mobile game Pokémon Go daily for a decade, watches the animated series weekly, and has amassed a $70,000 collection of trading cards.

Satoshi Tajiri

The creator of Pokémon, who was inspired by his childhood hobby of catching insects and small creatures in the fields and forests near his Tokyo suburb.

Logan Paul

A social media star who purchased a rare Pikachu Illustrator Pokémon card for a record $16.5 million.

Adam Corn

The owner of the card business Overdose Gaming Inc, who was able to buy a house last year from his Pokémon card profits.

Duy Pham

The owner of the Do-We Collectibles store in Anaheim, which has been targeted twice by thieves who stole over $80,000 worth of Pokémon cards.

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What they’re saying

“I don't remember when was the last day I did not think about Pokémon at all.”

— Benson Lu

“Pokémon almost always appreciates in value over time. So it's just a really good place to put your money in my opinion, better than a a lot of other assets.”

— Adam Corn, Owner, Overdose Gaming Inc

“It's rougher for collectors and players. It's hard for us to get anything.”

— Duy Pham, Owner, Do-We Collectibles

What’s next

Pokémon fans and collectors will continue to closely follow the trading card market and any high-profile sales or thefts, while the franchise's developers at The Pokémon Company are expected to release new video games, cards, and other merchandise to satisfy the ongoing demand.

The takeaway

Pokémon's enduring popularity over three decades is a testament to the power of strong character design, world-building, and nostalgia to captivate audiences across generations. However, the booming trading card market has also introduced new risks and challenges for dedicated fans and collectors.