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| (Image Source: The Reimaru Files/The Pokémon Company International) |
To commemorate 30 years since the original Pokémon games — Pokémon Red and Pokémon Green — were launched in Japan in 1996 for the Nintendo Game Boy portable videogame system, The Pokémon Company International, with SM Supermalls as its official partner, hosted a highly anticipated press conference and preview last July 7, 2026 at the SM Mall of Asia, making major milestone announcements for some first-ever series of events and activities debuting in the Philippines to celebrate the Pokémon 30th Anniversary. These include Pokémon RUN 30, “Celebrate 30 Years Of Pokémon At SM Malls” event, the limited-time Pokémon Center POP-UP STORE at SM Mall of Asia, and PokéXciting! in Manila which represent the most extensive lineup of official Pokémon experiences ever brought to the Philippines, giving Filipino fans an unprecedented opportunity to celebrate the Pokémon 30th Anniversary.
Opening the press conference, The Pokémon Company International Corporate Officer Susumu Fukunaga looked back at how far the franchise, stating, ”When the company was established, we were a team of fewer than 30 people on a single floor of a small building in Tokyo. Thanks to Pokémon being loved and enjoyed by people all over the world, we have grown into a company with offices worldwide and over 2,000 employees. We owe this to the passionate fans and our partners who have supported us.” Fukunaga, who has managed the Asian market for the past decade, expressed his deep gratitude to the local community: “In this 30th anniversary milestone, we want to express our gratitude to our long-time fans and welcome new ones with a series of events here in the Philippines.“ The Pokémon Company International Senior Director for Asia Business Development Daisuke Kobayashi laid out details on the highly anticipated timeline and activities hitting the country.
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| (Image Source: The Reimaru Files/The Pokémon Company International) |
Pokémon RUN 30: Run Into The Future With Pokémon!
The Pokémon RUN is an interactive, themed running event where participants transform into Pokémon Trainers and step into an immersive Pokémon world. It is a fun-filled journey that blends adventure, collecting, and interactive challenges. To celebrate Pokémon’s 30th anniversary, Pokémon RUN will return on an unprecedented scale across multiple regions in Asia, inviting fans to celebrate the past, present, and future of Pokémon together. Under the theme "Run Into The Future With Pokémon!", Pokémon RUN 30: Philippines Edition, with 7-Eleven and UNIQLO as official sponsors, will be held on October 3-4, 2026 at SM Mall of Asia and will feature a 5K Fun Run for everyone including casual runners, enthusiasts, and Pokémon fans, young and old alike. Registration is now open to everyone who are interested to participate with participation fees priced at Php2,450 (Standard) and Php3,450 (Premium). The running route used for the Philippine edition is designed as an interactive, themed course. After choosing your first partner Pokémon at the starting line, participants will set off to tackle fun, Pokémon world-inspired challenges along the way including:
• Pokémon Gym: Interactive obstacles designed to test a Trainer's spirit.
• Pokémon Center: Refreshment stations where Trainers can hydrate to recover their energy.
• Pokédex Tasks: Fill your Pokédex by meeting different Pokémon along the route and collecting special stickers.
• A Memorable Finish: Upon crossing the finish line, participants will witness their partner Pokémon evolve right alongside them.
In addition to the running part, the event will feature a Pokémon Festival Zone, which is open to the general public for free. The festival area boasts a rich lineup of attractions including:
• Pokémon Center POP-UP STORE: Offering special 30th anniversary merchandise.
• Pokémon Time Tunnel: A retrospective journey exploring the history of Pokémon video games, the Pokémon Trading Card Game (TCG), the animated series, and local licensing initiatives.
• Pokémon Experience Zone: A hands-on gaming area featuring Nintendo Switch 2 titles, the Pokémon TCG, mobile apps, and more.
Every trainer who registers for Pokémon RUN 30 will receive a special Pokémon RUN 30 Runner’s Kit comprising of a Pokémon RUN 30 T-Shirt, Pokémon RUN 30 Drawstring Bag, Type Themed Bib – Grass/Fire/Water (Each participant can choose and receive one Type Themed Bib.), Poké Ball Themed Arm Band, Pokémon RUN 30 Pokédex Search Sheet, First Partner Pokémon Lenticular Card – Bulbasaur/Charmander/Squirtle (Each participant to receive one First Partner Pokémon ), Lenticular Card (must correlate with the Type Themed Bib), Pokémon RUN 30 Pikachu Shoulder Plushie (exclusively for 5KM Premium registrants), and a Pokémon Trading Card Game Booster Pack. For more information on how to take part in Pokémon RUN 30: Philippines Edition, visit RUNRIO's official Facebook page at www.facebook.com/runrioinc. Interested members of the public can visit the official Pokémon RUN 30 Philippines page at ph.portal-pokemon.com for more event information.
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| (Image Source: The Reimaru Files/The Pokémon Company International) |
“Celebrate 30 Years Of Pokémon At SM Malls” Event And The First Limited-Time Pokémon Center POP-UP STORE In The Philippines
SM Supermalls has officially partnered with Pokémon for the upcoming Pokémon 30th Anniversary Celebrations. As a highlight of this landmark collaboration, the Philippines will have its first limited-time Pokémon Center POP-UP STORE in SM Mall of Asia. A six-month long celebration, “Celebrate 30 years of Pokémon at SM Malls”, will also be held at SM Supermalls to commemorate Pokémon’s 30th anniversary. Pokémon's first-ever Pokémon Center POP-UP STORE in the Philippines will be opened inside SM Mall of Asia for a limited time from October 2026 to January 2027 and will feature a wide range of products including Pokémon Center Original merchandise, popular items such as trading cards and plushies, and more. In addition, special merchandise commemorating the 30th anniversary is scheduled to go on sale. Additionally, Pokémon Trading Card Game tutorial sessions and a gaming experience booth will be set up in the POP-UP STORE. In addition to the Pokémon Center POP-UP STORE, a six-month mall caravan at SM Supermalls will be held from October 2026 to March 2027. Participating malls include SM Mall of Asia (October 1-15, 2026), SM East Ortigas (October 23-November 8, 2026), SM Southmall (November 20-30, 2026), SM North EDSA (December 10, 2026-January 3, 2027), SM Marikina (January 15-31, 2027), SM Seaside Cebu (February 5-14, 2027), SM Davao (February 20-March 7, 2027), and SM CDO Downtown (March 13-28, 2027). Get ready to grab your favorite licensed Pokémon merchandise and collectibles and join the free Pokémon Trading Card Game tutorials through the New Trainer Journey. You can also experience Pokémon Pokopia and Pokémon Champions on the latest Nintendo Switch 2 and receive exciting freebies like Pokémon paper sun visors and stickers. Don't miss your chance to try out Pokémon Mezastar as well! Plus, you can take memorable photos with your favorite Pokémon during the Meet and Greet, and enjoy the lively Pokémon decorations and inflatables across SM Supermalls. You can also get a limited-edition Pokémon 30th Anniversary tote bag with a minimum single-receipt purchase of Php3,500. Come join the fun and celebrate the world of Pokémon to the max in the Philippines at your most loved SM Supermalls. For more news, visit www.smsupermalls.com or follow @smsupermalls on social media.
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| (Image Source: The Reimaru Files/The Pokémon Company International) |
“PokéXciting!” And Pokémon GO 10th Anniversary Major Crossover
The excitement stretches into 2027 with PokéXciting!, a large-scale party-style celebration across five cities in Asia, including Manila, Kuala Lumpur, Taipei, Singapore,and Bangkok, bringing together entertainment, nostalgia, and interactive experiences across generations, making it one of the most anticipated Pokémon celebrations to date. PokéXciting! in Manila will take place on January 23 -24, 2027 at the SM Mall of Asia. Visitors can look forward to a vibrant lineup of entertainment including a special appearance by PokéXciting! Pikachu who is slated to join the live stage show and series of performances lined up for the fans. PokéXciting! Pikachu is a unique Pikachu, bringing vibrant party vibes to every city. To enhance the excitement of Pokéxciting!, Pokéxciting! Pikachu will appear not only in Manila but at events in each city. Pokéxciting! Pikachu will be featured in a different-colored costume unique to each city. For Manila, it will debut in a vibrant red according to The Pokémon Company International's Go Nagano. A special PokéXciting!-related event will also take place in Pokémon GO where PokéXciting! Pikachu will appear in the game. This was announced by The Pokémon Company International Impact Marketing Director for Pokémon GO Elaine Hui and is coincided with the game's tenth year anniversary. Furthermore, players completing the Pokémon Run in October can unlock special in-game bonuses and Timed Research. Throughout the event, guests can meet their favorite Pokémon during special Meet and Greet sessions and explore exclusive PokéXciting! merchandise including Manila edition items featuring the red-costumed PokéXciting! Pikachu. They can also experience the highly anticipated parade where a wide variety of Pokémon march together in a lively musical procession, creating memorable moments for fans of all ages. As the celebration continues into the evening, guests can enjoy the High-Voltage Night Stage featuring PokéXciting! Pikachu with energetic performances, danceable music, and spectacular stage production. Admission to the PokéXciting! in Manila remains free of charge for the public. For more information, visit ph.portal-pokemon.com.
A “Maxed-Out” Partnership With SM Supermalls
SM Supermalls Executive Vice President for Marketing Joaquin San Agustin shared how proud the retail giant is to bring this experience to local fans alongside SM Supermalls President Steven Tan, stating, ”At SM Supermalls, we believe our malls are more than just places to shop — they are places where communities come together, discover something new, and create lasting memories. Our partnership with The Pokémon Company reflects exactly what we stand for… giving every Filipino another reason to connect, celebrate, and truly gala to the max.”
The press conference concluded with a delightful surprise appearance by a trio of dancing Pikachus on stage, giving the media and guests a taste of the high-energy choreography and charm heading to Manila very soon.
