Arab News Japan

The head of The Pokémon Company believes the franchise can last another 50 to 100 years if it continues to evolve.

CEO Tsunekazu Ishihara, who has led the company since 1998, told BBC News that innovation is key to its longevity.

Since its 1996 debut on Nintendo’s Game Boy, Pokémon has expanded into films, TV, and a booming trading card market.

However, this success has also led to issues like scalping and counterfeit products. Ishihara acknowledged the impact of the resale market but said the company has limited control over it.

Meanwhile, legal teams continue to combat counterfeit goods, including a recent lawsuit against the creators of Palworld, which Pokémon alleges infringes on its intellectual property.

During the annual Pokémon Day showcase, fans saw extended footage of Pokémon Legends: Z-A, set to launch later this year, and got a glimpse of the upcoming mobile game Pokémon Champions.

Updates for the digital and physical trading card game were also revealed.

Ishihara credits Pokémon’s success to its role as a “tool of communication” across generations.

This was evident at the recent European leg of the International Championships in London, where thousands of fans gathered.

Unlike other major Japanese brands, The Pokémon Company is privately held, allowing it to reinvest all profits into the franchise.

“Pokémon is the only thing we do,” Ishihara told the BBC. “We’ll go bust when Pokémon is no longer popular.”

As for the future of beloved characters Ash and Pikachu, Ishihara assured fans that their journey continues off-screen.

With Pokémon approaching its 30th anniversary, speculation is growing about special plans, including potential remakes of the original Game Boy games.

While Ishihara remained tight-lipped, he emphasized the company’s mission of connecting the real and virtual worlds.

“If we stay focused, Pokémon can continue for another 50 or even 100 years,” he said.