Pokémon’s global popularity is based on people’s love for our content: Susumu Fukunaga

Pokémon began with the video games Pokémon Red Version and Pokémon Green Version, released in Japan for the Game Boy platform in 1996. It later expanded to include trading card games, TV anime, movies, apps, merchandising, and more, making Pokémon a well-known and loved name around the world.

In India, Pokémon has been launching new initiatives since 2023 to gain more exposure and build a solid presence. The brand’s gradually increasing popularity in the country is reflected in its YouTube channels, which have over 45 million subscribers in four languages.

The show “Pokémon Horizons: The Series” will be broadcast on Hungama. For the first time, the main character is a woman.

The Pokémon Company was founded to manage the Pokémon brand. The company currently develops and produces video games based on Pokémon, as well as trading card games, animated series and films, merchandise, collaborations, events, and the Pokémon Center, directly managed Pokémon shops.

Medianews4u.com obtained Susumu Fukunaga, President, 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, sales and other business areas, he is now Corporate Officer and heads the content business and brand management in Asia and India. He also oversees the group companies Pokémon Singapore and Pokémon Taiwan.

Q: Since the 1990s, Pokémon has had a much bigger impact on pop culture than anyone could have ever imagined. What are the reasons for this?

Nintendo’s original video game is the solid and excellent foundation for all of our content. On this basis, we create various content that our audience can enjoy in both physical and virtual spaces. We owe our popularity to the enthusiasm that people around the world show for our content.

We are extremely grateful to each and every one of them and will do our best to continue to bring them joy, excitement and surprises so that our relationship will be even stronger in the future.

Q: According to research, how is Pokémon perceived in the country?

Pokémon is quite popular in India. Many people in India enjoy our animated series and some of our apps like Pokémon GO, Pokémon Unite and Pokémon Smile. However, we still have a large range of products that are yet to be released in the Indian market. We hope to expand our content offering in the country so that more and more people can enjoy Pokémon.

Q: What is the plan to increase his popularity?

We will continue to run digital and in-person initiatives to increase people’s interaction with Pokémon and ensure fans have access to Pokémon in a variety of ways.

Q: Are broadcast and digital equally important when it comes to content partnerships with companies like Disney-Star and YouTube?

Yes. When it comes to creating multiple touchpoints and maximizing reach, we consider broadcast and digital platforms equally important.

Q: How important are local languages ​​to connect with audiences?

Local languages ​​continue to have a huge impact on entertainment in India. Content in local languages ​​touches people’s hearts, leaves a lasting impression and is in people’s comfort zone. We want to be part of that sphere, which is why it is extremely important for us to offer our content in local languages.

Q: How important is short video content in the digital space?

In a world where we feel more and more pressed for time every day, we believe that short videos and content are an effective way to bring the world of Pokémon closer to our fans.

Q: Could you talk about the reasons behind tying up with the Mumbai Indians IPL franchise?

We want to explore different ways to bring Pokémon closer to people in India and make it a 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.

For this reason, we wanted to create a connection with cricket and were very fortunate that a chance encounter led to a conversation with the Mumbai Indians, which then led to a collaboration.

Q: Is sports an important touchpoint for Pokémon?

Sport already has a huge fan base that loves to play or watch sport. There are unlimited opportunities to develop interesting initiatives in this industry. You just need good ideas. Given that sport already has a huge reach, it is definitely an important touchpoint for us.

Q. Pokémon has activated a whole series of malls in Delhi. In Singapore, it has partnered with an airline. In Thailand, it has partnered with the country’s tourism and culture authority. Is experiential marketing being used for long-term brand building?’

Interaction with Pokémon is not limited to the digital space. We are always trying to find new ways to build connections with our audience in the real world. Collaborations with airlines or the tourism industry expand our possibilities. Interesting projects entertain our fans and help strengthen our brand.

Q: What role does AI play for Pokémon in various activities from product development to marketing?

We are in the process of setting up a special team within the company to look into how we can use AI.

Q. The challenge for any mass brand today is that fan expectations are ever increasing. What are the key things you keep in mind when thinking about meeting fans’ evolving expectations?

It’s great that we have to meet higher expectations because it shows that people want more of the value we provide. We will continue to come up with new ways to entertain and surprise our fans.

Q: And finally, what progress has your licensing and merchandising agent made in India Dream Theater and how will this area be expanded in 2024?

We hope to work with various partners to create projects that will entertain our audience. Look forward to future announcements from us regarding collaborations and partnerships.