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Ishihara Tsunekazu, head of Pokemon Company, believes the iconic series could last another 50-100 years.
Released on Nintendo’s Game Boy in 1996, Pokémon has expanded into movies, TV shows, toys and highly successful trading card games, becoming one of the world’s best-selling media franchises.
Ishihara, who has been leading the company since 1998, discussed the enduring appeal of the franchise in a recent interview before Pokemon Day, the annual event that showcases upcoming releases and updates.
Ishihara highlights the role of Pokemon GO, an app that combines the real world and virtual monsters, due to its ability to bridge the gap between the real world and the virtual world, as an example of the franchise’s unique abilities.
“This is the greatest strength of Pokemon and I think it’s important to come up with these kinds of ideas,” Ishihara said. He emphasized that the company’s long-term goal is to “enrich both the real world and the virtual world” and to ensure that Pokemon are relevant to future generations.
However, the popularity of Pokemon also led to challenges. The revival of trading card games has led to an increase in resellers who will benefit from the demand for rare and valuable cards.
Ishihara addressed the issue and admitted that while the second-hand market made some items more valuable, it disrupts the business by keeping new products from being sold. He emphasized that the company cannot control the resale market but has a strong stance on counterfeit products.
“We fought strictly against clones and fakes,” Ishihara said, citing his recent victory in a legal battle against companies selling fraudulent Pokemon products.
The company also took action against the makers of Palworld, a game that was likened to a “Pokémon with a Gun” claiming patent infringement.
Pokémon’s successes have expanded beyond the roots of video games. Ishihara believes that the broad appeal of the franchise is rooted in its ability to act as a communication tool for fans of all ages.
Pokemon has captivated fans of multiple generations, including those who participated through animated television series, films and in-person events such as the Pokemon International Championship.
Ishihara also pointed out that Pokemon was the company’s sole focus, and that all profits reinvested into the brand to continue its development and growth.
Looking ahead, Ishihara suggested that the franchise legacy could span the next 50-100 years if the company continues to commit to innovation.
“If we keep our focus on missions, Pokemon can probably last until the 50th or 100th anniversary,” he said, emphasizing that complacency leads to its decline. With Pokemon’s 30th anniversary approaching, fans have been eagerly speculating about potential remakes and re-releases of the original Game Boy game.
As for Ash Ketchum and Pikachu, longtime fans of the franchise may be wondering what will happen next. Ishihara is sure that Ash and Pikachu might have left the animated series at the end of 2023, but their journey will continue.
“The TV cameras may not be chasing them, but Ash’s journey continues. His partner Pikachu is right next to him,” he said.
Looking ahead, Ishihara focuses on maintaining Pokémon’s position in both the real world and the virtual world, and is confident that innovation will continue to make the franchise thriving for decades to come.
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