A recent study by marketing agency GEM Partners reveals the top brands in Japan across seven media platforms. The annual ranking, based on a unique "reach score" measuring daily brand interactions (apps, games, music, videos, manga), saw Pokémon claim the number one spot with a remarkable 65,578 points. This data is compiled from monthly surveys of 100,000 Japanese individuals aged 15-69.
Pokémon's dominance is largely attributed to its App Games category performance, scoring 50,546 points—a staggering 80% of its overall score. The enduring popularity of Pokémon GO, coupled with the recent launch of DeNA's Pokémon Trading Card Game Pocket, significantly boosted this segment. 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 rising popularity of collectible card games also broadened Pokémon's reach.
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 the Japanese market.
The Pokémon franchise encompasses a diverse range of media, including video games, animated series and films, trading card games, and various other products. Managed collaboratively by Nintendo, Game Freak, and Creatures—companies that formed The Pokémon Company in 1998—the franchise benefits from a unified brand management strategy.
