Pokémon Fandom Thrives 30 Years After Debut

Collectors, players, and fans continue to drive the enduring popularity of the Pokémon franchise.

Published on Feb. 27, 2026

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Thirty years after the release of Pokémon Red and Pokémon Green in Japan, the Pokémon franchise has become a global phenomenon with devoted fans of all ages. From avid collectors amassing valuable card collections to daily players of the mobile game Pokémon Go, the love for Pokémon characters and world-building has only grown over the decades. The franchise's longevity is attributed to its masterful character design and the strong community it has fostered among fans.

Why it matters

The continued popularity of Pokémon highlights the enduring appeal of the franchise's characters and gameplay, as well as the lucrative nature of the trading card market. However, the high value of rare Pokémon cards has also led to a rise in thefts and robberies targeting collectors and stores, posing challenges for the community.

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 Pokémon trading card market has become a valuable commodity, with some rare cards selling for millions of dollars. This has led to a surge of break-ins and robberies targeting card stores and collectors, causing significant financial losses and safety concerns.

  • Pokémon Red and Pokémon Green were released in Japan in 1996 for the Nintendo Game Boy.
  • Pokémon has been a global phenomenon for the past 30 years.

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.

Heather Cole

A teaching assistant professor of game design and interactive media at West Virginia University, who believes the longevity of Pokémon 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 store Do-We Collectibles, which has been targeted by Pokémon card thieves twice.

Aiden Zeng

A 17-year-old Pokémon fan who has spent $1,000 on card packs and is trying to collect every card for his favorite Pokémon, Black Kyurem.

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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 (nbcboston.com)

“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 (nbcboston.com)

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

— Duy Pham, Owner, Do-We Collectibles (nbcboston.com)

“I memorized every single Pokémon's specific move set, what region they come from, some of the lore behind it.”

— Aiden Zeng, 17-year-old Pokémon fan (nbcboston.com)

What’s next

As the Pokémon franchise continues to grow in popularity, fans and collectors can expect to see more high-profile sales of rare cards, as well as increased security measures at card shops and events to prevent thefts.

The takeaway

The enduring appeal of Pokémon, driven by its iconic characters and dedicated fan community, has transformed the franchise into a valuable cultural and financial asset. However, the high stakes of the Pokémon card market have also introduced new challenges, underscoring the need to balance the passion of collectors with the safety and accessibility of the hobby.