A recent GEM Partners survey reveals Pokémon's commanding lead in brand reach across seven major Japanese media platforms. The annual ranking, based on a proprietary "reach score" that tallies daily brand interactions across various media (apps, games, music, videos, manga), places Pokémon at the top with a remarkable 65,578 points. This data is derived from monthly surveys of 100,000 Japanese individuals aged 15-69.
Pokémon's dominance is particularly striking in the App Games sector, where it achieved a score of 50,546 points—a substantial 80% of its overall score. This success is largely attributed to the enduring popularity of Pokémon GO and the recent launch of DeNA's Pokémon Trading Card Game Pocket. Further contributions came from Home Video (11,619 points) and Video (2,728 points) categories. Strategic collaborations, such as the Mister Donut partnership, and the escalating popularity of collectible card games also significantly boosted brand visibility.
The Pokémon Company's 2024 financial report underscores this success, reporting sales of 297.58 billion yen and a gross profit of 152.23 billion yen. These impressive figures solidify Pokémon's position as a leading and rapidly expanding brand within Japan.
The expansive Pokémon franchise encompasses video games, animation (series and films), trading card games, and a diverse range of other media. Jointly managed by Nintendo, Game Freak, and Creatures—entities that formed The Pokémon Company in 1998—the franchise benefits from a highly coordinated brand management strategy.
