Thirty years after its Japanese debut, Pokémon continues to captivate fans worldwide through trading cards, mobile games, and animated series. The franchise has created a lucrative collectibles market where some cards sell for millions, but has also sparked a wave of thefts at card shops across the country.
For 26-year-old Benson Lu, Pokémon isn’t just a hobby—it’s his entire world.
Lu dedicates time daily to playing Pokémon Go on his phone, watches the animated series weekly, visits his local Los Angeles card shop regularly to participate in trading card tournaments, and owns an impressive card collection valued at over $70,000.
“I don’t remember when was the last day I did not think about Pokémon at all,” he said.
Three decades have passed since Pokémon first appeared in Japan through the 1996 launch of “Pokémon Red” and “Pokémon Green” on Nintendo Game Boy, yet the brand continues dominating worldwide entertainment through animated programming, smartphone applications, and sought-after collectible cards that appeal to multiple generations.
According to Heather Cole, a teaching assistant professor specializing in game design and interactive media at West Virginia University, Pokémon demonstrates exceptional character development that explains its lasting appeal.
“I think the longevity of it has to do with the characters and world-building it does with the characters,” she said.
The attraction extends beyond adorable designs to include merchandise demand, especially trading cards. The collectibles market has reached extraordinary heights, with social media personality Logan Paul recently selling a single card for a record-breaking $16.5 million. However, this valuable market has attracted criminal activity, with Southern California experiencing multiple break-ins at trading card retailers resulting in hundreds of thousands in losses and armed robberies targeting collectors.
Card business owner Adam Corn of Overdose Gaming Inc credits his Pokémon collection with enabling him to purchase a home last year.
“Pokémon almost always appreciates in value over time,” Corn said. “So it’s just a really good place to put your money in my opinion, better than a a lot of other assets.”
Authentication companies such as Beckett Grading Services and Professional Sports Authenticator evaluate and rate Pokémon card condition using a 1-10 system, where perfect 10-rated cards command premium prices. Paul’s record-setting purchase was a PSA Grade 10 Pikachu Illustrator card, previously acquired for $5.3 million, which he famously wore as jewelry in online videos. The artwork shows Pikachu with drawing tools.
Criminal targeting continues affecting businesses, with Do-We Collectibles in Anaheim suffering its second theft last Tuesday when criminals made off with more than $80,000 in Pokémon merchandise. Similar incidents have struck shops throughout Los Angeles and New York.
Store owner Duy Pham believes the financial motivation driving thieves and resellers has permanently changed the collecting landscape.
“It’s rougher for collectors and players,” Pham said. “It’s hard for us to get anything.”
Enthusiasts face two purchasing options: buying standard randomized card packs at retail for approximately $5 containing 10 cards, or purchasing specific desired cards through secondary markets at higher costs. Similar to gambling, pack opening doesn’t guarantee profits—collector Aiden Zeng discovered this when $1,000 worth of purchased packs yielded only $60 in resale value.
Seventeen-year-old Zeng traces his passion back to elementary school fascination with character reference books. His collecting focus centers on obtaining every available card featuring his preferred character, Black Kyurem.
“I memorized every single Pokémon’s specific move set, what region they come from, some of the lore behind it,” Zeng said.
Beyond serious collectors, Zeng observes renewed Pokémon interest at his Toronto high school, where classmates use special artwork or holographic cards as phone case decorations.
Franchise creator Satoshi Tajiri drew inspiration from his childhood passion for capturing insects and small creatures in natural areas surrounding his Tokyo suburban home. These experiences influenced his development of the colorful, imaginative Pokémon universe now featuring thousands of different species.
Despite the profitable nature of his collection, Lu emphasizes that nostalgia for childhood characters and community connections remain his primary motivations. He avoids selling individual cards due to concerns about replacement difficulty.
Lu recently dedicated an entire Saturday to walking through Pasadena’s Rose Bowl area, searching for Pokémon through his augmented reality mobile application during a massive gathering of thousands of participants.
“I’ve liked Pokémon ever since I was a kid,” he said. “And I still like it the same amount.”