EXCLUSIVE: Inside the Pokémon Phenomenon – A Conversation with The Pokémon Company’s Susumu Fukunaga

During the Pokémon TCG Showdown 2025 in Malaysia, we had the opportunity to have an interview with Susumu Fukunaga, one of the founding members of The Pokémon Company (TPC). In 2000, Fukunaga joined The Pokémon Company and worked on various business areas ranging from Pokémon cards to movies. He currently serves as a corporate officer and is involved in Pokémon content business and brand management in Asia and India. He also serves as a director of Pokémon Singapore Pte. Ltd. and Pokémon Taiwan Co., Ltd.

As the franchise continues to dominate the gaming industry amidst various market challenges, Fukunaga shared valuable insights into Pokémon’s remarkable 30-year journey, strategic approach to partnerships, and ambitious vision for Southeast Asia.

The Foundation of Pokémon’s Success 

When asked about Pokémon’s enduring popularity amid industry challenges, Fukunaga emphasized the importance of their core gaming experience. “The core of Pokémon is the video games, which center around collecting and exchanging Pokémon,” he explained. “The main game mechanics, story, and overall effort put into making the game unique have made Pokémon well-loved worldwide.” 

This strong foundation has enabled the franchise to successfully expand into various entertainment formats, including card games, anime, and merchandising. “Because of this established foundation, Pokémon can successfully develop in many ways,” Fukunaga noted, highlighting how their solid base has supported three decades of continued innovation and growth.

TPC’s unique approach to licensing partnerships has been crucial to their success, with a philosophy that goes beyond traditional business relationships. “We aim for a win-win relationship with our licensees,” Fukunaga stated. “While licensors typically receive money from licensing, the focus is to consider whether we can produce new Pokémon products by utilizing the licensees’ strengths and specialized technologies, not to increase the minimum guarantee or raise the royalty rates.” 

This careful consideration extends to product development and user experience. “It is essential to create products that engage fans and strengthen the Pokémon brand. Our approach is not just a win-win between licensor and licensee, but a win-win-win that includes the users as well.” Fukunaga emphasized that this philosophy has been fundamental to TPC since its formation, guiding their partnerships and product decisions.

Growing Presence in Southeast Asia 

Malaysia has become a significant hub for Pokémon activities, with the Premier Ball League attracting over 700 participants. Fukunaga attributed this success to their methodical approach to community building: “The success of this event is a result of our gradual efforts over the past two years. We focused on grassroots initiatives like Pokémon TCG Academia, to teach students across all ages how to play the Pokémon Trading Card Game.” 

The company’s commitment to building a structured competitive system has also played a crucial role. “Our goal is to establish a structured system where players can regularly engage with the game, from casual weekend play to competing at the World Championships,” Fukunaga explained, highlighting their dedication to creating a sustainable ecosystem for players.

Community Events and Regional Integration 

The success of events like the Pokémon Run, which was held in 11 locations across Asia, demonstrates TPC’s commitment to regional engagement. “The Pokémon Run was very well received, and we are planning more such events,” Susumu Fukunaga shared. The company’s regional strategy spans multiple countries and regions: “Last year, we held Pokémon Run in 11 locations across Asia, including Taiwan, Hong Kong, Indonesia, the Philippines, and Malaysia.” 

Looking ahead, he emphasized their vision for greater regional connectivity: “Moving forward, we aim to create a more unified experience where fans from different regions can participate in a common event, fostering a larger, more connected Pokémon community.”

Looking to the Future 

As a founding member of TPC, Fukunaga expressed both surprise and optimism about Pokémon’s global trajectory: “When TPC was founded, we never imagined Pokémon would become this globally popular. In 2000, I never thought I would be in Malaysia giving this interview.” 

Despite this success, he sees untapped potential in Southeast Asia and remains committed to expanding the brand’s presence in the region. “Pokémon is now known worldwide, but we believe there is still potential to expand further in Southeast Asia. Our goal is to introduce Pokémon to more people and ensure that fans continue to enjoy and engage with the brand.”

“Thanks to the support and love from our fans, Pokémon has been able to grow and thrive for many years,” Susumu Fukunaga concluded. “We will continue working hard to create enjoyable experiences for fans, and we hope everyone looks forward to what we have planned for the future.”

In celebration of Pokémon Day, there will be a new Pokémon Presents presentation on Thursday, February 27, 2025, at 22:00 p.m MYT. Tune in to the official Pokémon YouTube channel at that time for the latest news and updates from the world of Pokémon.

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