The Pokémon Company is eyeing further growth in the Philippines, identifying the country as one of its priority markets in Southeast Asia as it rolls out its largest-ever lineup of official events and experiences for Filipino fans.

In an exclusive interview with the DAILY TRIBUNE, company executives said the Philippines has become a strategic market as Pokémon celebrates its 30th anniversary, citing the strength of its local fan base and expanding partnership with SM Supermalls.

“Looking back into the past few years, it’s our 30th anniversary now, we are really thankful to the fans that supported our brand from the beginning of the last 30 years,” Director of Asia Business Development of The Pokemon Company Ray Kagami said.

“We really look forward to expand our market with the existing fans and new fans here in the Philippines. We cannot really tell you about the details of our plans for the respective products and services, but we really look forward to doing something big and interesting for this market in the Philippines. One thing for sure—it's going to be fun,” the executive added.

Rather than treating Southeast Asia as a single market, the company said it is tailoring its strategy to each country.

“We don’t see Southeast Asia as one single region. We really focus on each region, country by country, to provide the best experience and best branding for the people in each respective countries and regions,” Kagami said.

The company also pointed to its growing collaboration with SM Supermalls as a key reason for choosing Manila as one of the major venues for the anniversary celebration.

After several years of mall campaigns and joint activities, the partnership culminated in a series of milestone events, including the country’s first-ever limited-time Pokémon Center Pop-Up Store at SM Mall of Asia.

“Talking with them for these few years, we have strengthened our partnership, and within the conversation, we became more tight. We decided to work with them for our 30th anniversary. Of course, Manila is one of their flagship locations,” the Kagami said.

While the Pokémon Center Pop-Up Store will be exclusive to SM Mall of Asia from October 2026 to January 2027, the company said the anniversary celebration will extend well beyond Metro Manila.

Executives confirmed that the six-month “Celebrate 30 Years of Pokémon at SM Malls” caravan will also visit SM branches in Cebu, Davao, Cagayan de Oro and other cities nationwide.

“While the Pop-Up Store will be at SM Mall of Asia, the mall campaign will also be held in Cebu, Davao and other cities throughout the Philippines, so please keep an eye on us,” the representative said.

The company also addressed the growing popularity of Pokémon trading cards as collectibles and investment items, emphasizing that its mission remains unchanged.

“We recognize that, it doesn’t change its mission for Pokemon to be enjoyed by all generations from kids to adults. We want all generations to enjoy Pokémon,” Pokémon Senior Director and Head of Licensing and Public Relations Maiko Usami said.

Executives added that accessibility remains central to the brand’s strategy despite the franchise’s expanding popularity.

“Our philosophy, our mission is to connect people and connect worlds through Pokémon. Because of this philosophy, we can involve more people not only from a certain generation or gender," Usami added.

To engage younger audiences, the company is introducing activities beyond merchandise, including interactive workshops, family-friendly experiences and large-scale public events.

Among the anniversary highlights are Pokémon RUN 30: Philippines Edition on 3 and 4 October at SM Mall of Asia, the country’s first limited-time Pokémon Center Pop-Up Store, a nationwide mall caravan running until March 2027, and PokéXciting! in Manila, a free two-day celebration scheduled for 23 and 24 January, 2027.

The company said the lineup represents the most extensive collection of official Pokémon experiences ever staged in the Philippines, reflecting its long-term commitment to one of its fastest-growing fan communities in Southeast Asia.