Pokémon Celebrates 30 Years of Enduring Popularity

Fans remain dedicated to catching 'em all as the franchise continues to thrive.

Published on Feb. 27, 2026

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Thirty years after the debut of Pokémon in Japan, the franchise has become a global phenomenon with devoted fans of all ages. From the mobile game Pokémon Go to the trading card game, Pokémon's enduring popularity is driven by its iconic character designs and world-building. However, the value of rare Pokémon cards has also led to a rise in robberies and break-ins at card stores, highlighting the financial incentives behind the hobby.

Why it matters

Pokémon's longevity demonstrates the power of strong character design and world-building in creating an enduring cultural phenomenon. The franchise's continued popularity also reflects the growing value of Pokémon trading cards, which has led to criminal activity targeting collectors and stores, changing the nature of the hobby.

The details

Benson Lu, a 26-year-old Pokémon fan, has played the mobile game Pokémon Go every day for a decade, watches the animated show weekly, and has a collection of cards worth over $70,000. The value of rare Pokémon cards has skyrocketed, with some selling for millions of dollars, leading to a spate of robberies and break-ins at trading card stores in California and New York. Collectors can either pay retail price for randomized card packs or buy specific cards secondhand at higher prices, but the unpredictability of pack openings means not all investments pay off.

  • Pokémon debuted in Japan in 1996 with the release of Pokémon Red and Pokémon Green for the Nintendo Game Boy.
  • In the past few months, there have been several incidents of break-ins and robberies targeting Pokémon card stores in Southern California and New York.

The players

Benson Lu

A 26-year-old Pokémon fan who has played the mobile game Pokémon Go every day for a decade, watches the animated show weekly, and has a collection of cards worth over $70,000.

Satoshi Tajiri

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

Heather Cole

A teaching assistant professor of game design and interactive media at West Virginia University, who says Pokémon's longevity is due to its character design and world-building.

Adam Corn

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

Duy Pham

The owner of the Anaheim-based card store Do-We Collectibles, which has been targeted by thieves twice, highlighting the financial incentives behind the Pokémon card hobby.

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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 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 eagerly await the release of new cards and merchandise, while stores and law enforcement work to address the rise in Pokémon-related robberies.

The takeaway

Pokémon's enduring popularity over the past 30 years demonstrates the power of strong character design and world-building in creating a beloved cultural phenomenon. However, the increasing financial value of Pokémon cards has also led to a rise in criminal activity, changing the nature of the hobby for both collectors and retailers.