Manar Elbaz

DUBAI: Whether to invest in a big collection or to practice harmless trading with fellow enthusiasts, collecting cards of various anime shows has been on the rise in the last few years. While this hobby is not as big in the GCC as it is in Japan, UAE-based business ‘Nostalgia Vault’ aims to make these cards accessible in the region and help customers own a physical piece of their favorite anime. 

“Trading cards are more than just a hobby. They evoke powerful nostalgic memories, especially when it comes to Pokémon cards,” Moaza Al Sharif, founder of ‘Nostalgia Vault,’ told Arab News Japan. 

Established in 2023, Al Sharif shared that she started the business to help people reconnect with their childhood. Like many kids in the GCC, she grew up watching anime dubbed in Arabic; something that she cites as one of her main inspiration to start a business. 

“I believe Japanese anime has been a significant part of childhood for many in this region, myself included. Growing up, I was captivated by iconic shows like Captain Tsubasa, Doraemon, Tiger Mask, and Ikkyu-san, which not only entertained but also shaped my love for Japanese culture,” she said.

The founder began collecting Pokémon cards during her childhood but lost her entire collection. She reignited her passion in 2018. She told Arab News Japan that one of her prized possessions is the Pokémon collaboration with the Japanese Post Office, which features a Pikachu card in the painting ‘Beauty Looking Back’ by Hishikawa Moronobu. 

Despite the fact that they are just cards, collecting them can be a pricey hobby as some Pokémon cards cost millions of yen. Al Sharif shared that the price depends on the availability of the card, the year it got released, its condition, and whether it was a special release or a card inside a pack. Similar to regular investing, certain cards go up in value over the years. 

“Sometimes a card wont worth 10 AED (405 yen) on the day you get it, but over the years it might increase in value if it ticks all the boxes of rarity and supply and demand,” the founder said. 

One of the most expensive cards listed on website was a Pikachu card worth approximately a million yen, which is now sold out. 

“This card was a crossover between two pioneers in the gaming and anime market in Japan Nintendo and Pokémon. They released a card of a Pikachu wearing a Super Mario outfit that was released in 2016 and it is quite difficult to find,” said Al Sharif.

Furthermore, the collecting community is slowly growing in the UAE, according to Al Sharif, with many beginners excited to pursue a new hobby. 

“I believe that while the community in the UAE is still in its early stages, there is a noticeable shift happening. We are seeing a significant increase in the number of collectors, and I anticipate that this growth will continue to rise rapidly in the near future as more people discover the joy and value of collecting,” the founder reflected. 

“New collectors should be cautious and avoid falling into the trap of greedy sellers, especially on various websites in the region and globally, who try to sell counterfeit items at original prices. It’s essential to know how to spot fakes and ensure that every piece you buy is authentic, so your collection holds both sentimental and real value,” she added.

Aside from cards, the business has also expanded into selling signed Funko Pops by actors who rarely come to the region, such as Keanu Reeves. 

“I wanted to make it easier for collectors to get Funko Pops signed and authenticated by the actor or voice actor themselves. Every signed item we offer is authenticated by specialized companies from the USA who are well-known for their credibility,” Al Sharif told Arab News Japan. 

The business is offering shipping across the GCC region. The website is also allowing customers to split their purchases into four payments through Tabby.

“Our current goal is to meet the needs of the growing collectors’ community in the UAE while educating them about the world of collecting and helping them understand where to begin. We are passionate about guiding both new and seasoned collectors on their journey,” the founder shared.

All products from ‘Nostalgia Vault’ can be purchased from their website.