Pokémon began with the ‘Pokémon Red Version’ and ‘Pokémon Green Version’ video games launched in Japan in 1996 for the Game Boy platform. It proceeded to expand into the realms of trading card games, TV anime, film, apps, merch and so much more, making Pokémon a name known and loved all around the world.
In India, Pokémon has started new initiatives since 2023 to gain greater recognition and establish a solid presence. The brand’s gradually increasing popularity in the country is reflected in its YouTube channels that boast over 45 million subscribers across four languages.
Its show ‘Pokémon Horizons: The Series’ is airing on Hungama. For the first time the lead character is a female.
The Pokémon Company was established to manage the Pokémon brand. Currently, the company develops and produces video games, which is where Pokémon originates, as well as trading card games, animated TV series and movies, merchandise, tie-up promotions, events, and the Pokémon Center, directly managed Pokémon shops.
Medianews4u.com caught up with Susumu Fukunaga Corporate Officer, The Pokémon Company. He joined The Pokémon Company in 2000 as part of the founding team. After working in the trading card game business, film and event production, as well as sales and other business units, he now leads the content business and brand management in Asia and India as a corporate officer. He also oversees group companies Pokémon Singapore and Pokémon Taiwan.
Q. Since the 1990s Pokemon has had a much bigger impact on pop culture than anybody could have ever imagined. What are the reasons for this?
Nintendo’s original video game is the base that provides a solid and excellent foundation for all our content. With that as our starting point, we create various content for our audiences to enjoy across physical and virtual spaces. Our popularity comes from the love people around the globe have shown for our content.
We are extremely grateful to every one of them and will strive to continue bringing joy, excitement and surprises to them so that our relationship grows even stronger in the times to come.
Q. According to research how is Pokemon perceived in the country?
Pokémon is fairly well recognised in India. Many people in India are enjoying our animated series and some of our apps, such as Pokémon GO, Pokémon Unite and Pokémon Smile. However, we still have a huge array of products that are yet to be released in the Indian market. We hope to broaden our content line-up in the country so that more and more people can enjoy Pokémon.
Q. What is the gameplan to increase its popularity?
We will continue to carry out digital and on-ground initiatives to increase people’s interaction with Pokémon and ensure that fans have access to Pokémon in multiple ways.
Q. In terms of content partnerships with companies like Disney-Star and Youtube are both broadcast and digital equally important?
Yes, we consider both broadcasting and digital platforms to be equally important when it comes to creating multiple touchpoints and maximising reach.
Q. How important are local languages to build audience connect?
Local languages continue to be a strong influence as far as entertainment is India is concerned. Content in local languages feel closer to the heart, leave a lasting impression and fall in people’s sphere of comfort. We wish to be part of that sphere, which makes it extremely important for us to provide our content in local languages.
Q. On digital how important is short form video content?
In a world where every day makes us feel more and more pressed for time, we feel that short-form videos and content serve as an effective means for conveying the world of Pokémon to our fans.
Q. Could you talk about the rationale behind tying up with the Mumbai Indians IPL franchise?
We wish to try various avenues to take Pokémon closer to people in India and make it part of their everyday lives. Cricket is one of the most popular sports in the country and is played by children from a young age.
That is why we wanted to secure a tie-up with cricket, and we were extremely fortunate that a chance meeting led to a discussion with the Mumbai Indians which then culminated into a collaboration.
Q. Is sports an important touchpoint for Pokemon?
Sports already have a huge fanbase in terms of people who enjoy playing or watching them. There is unlimited scope for coming up with interesting initiatives in this industry. All you need is good ideas. Given the fact that sports already have a huge reach, it is definitely an important touchpoint for us.
Q. Pokemon has done a fair amount of mall activation in Delhi. In Singapore it tied up with an airline. In Thailand it tied up with the country’s tourism and culture authority. Is experiential marketing used for long term brand building?’
Interactions with Pokémon are not limited to the digital space. We keep trying to come up with new avenues to build connections with our audiences in the real world as well. Collaborating with airlines or tourism broadens the possibilities for us. Interesting projects entertain our fans and help strengthen our brand.
Q. What role does AI play for Pokemon in various activities from product development to marketing?
We are in the process of setting up a special team in the company to consider how we could harness AI.
Q. The challenge for any mass brand today is that fans expectations get bigger. What are the key things that you keep in mind when you think about meeting fans’ evolving expectations?
It is great to have bigger expectations to meet because that shows that people want more of the value we are providing. We will continue to come up with more ways to entertain and surprise our fans.
Q. Finally what progress has your licensing and merchandising agent in India Dream Theatre made and how will this area be grown in 2024?
We hope to tie up with various partners to implement projects that will entertain our audiences. Please look forward to future announcements from us about collaborations and partnerships.
