Pokémon is turning 30, and the Philippines is getting one of the biggest milestone celebrations in Asia!
Orange Magazine PH was on the scene at the official press conference held at the SM Mall of Asia, where The Pokémon Company, in partnership with SM Supermalls, unveiled a massive, six-month-long campaign kicking off later this year. From the country’s first-ever Pokémon Center pop-up store to a high-energy fun run and a multi-city regional tour, Filipino trainers of all generations are in for a “maxed-out” experience.
A Humble Beginning to a Global Phenomenon
Opening the press conference, Mr. Susumu Fukunaga, Corporate Officer of The Pokémon Company, looked back at how far the franchise has come since its debut on the Nintendo Game Boy back in 1996.
”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.”
— Mr. Susumu Fukunaga, Corporate Officer
Fukunaga-san, 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 Main Attractions: What to Expect in Manila
Mr. Daisuke Kobayashi, Senior Director for Asia Business Development at The Pokémon Company, laid out the highly anticipated timeline and activities hitting the country.
1. Pokémon Run 30 (October 3–4, 2026)
The celebration officially kicks off on October 3 and 4 at the SM Mall of Asia grounds with a festive 5-kilometer fun run designed like a real Pokémon journey. Runners will pick a partner Pokémon, face obstacles at “Gym Challenges,” recharge at “Pokémon Center Hydration Stations,” and collect stickers for their Pokédex, with their partner Pokémon “evolving” by the time they hit the finish line.
Kobayashi noted that registration tiers include Regular and Premium—with Premium runners receiving an exclusive Pikachu shoulder plush. The event will also feature a free, open-access Pokémon Festival Zone.
2. First-Ever Pokémon Center Pop-Up Store in Manila
In a historic first for the country, a limited-time Pokémon Center pop-up store will open at the SM Mall of Asia starting October 2026. It will feature original merchandise straight from the official Pokémon Centers that are typically difficult to find outside of Japan.
3. Six-Month SM Mall Campaign (October 2026 – March 2027)
The Pokémon magic will expand far beyond Manila. A six-month thematic takeover will visit selected SM Malls across Luzon, Visayas, and Mindanao, featuring character meet-and-greets (including Pikachu and Eevee), Nintendo Switch 2 hands-on trial zones for games like Pokémon Legends: Z-A, and a “New Trainer Journey” to learn the Pokémon Trading Card Game (TCG). Visitors spending a minimum of ₱3,500 can also redeem a free 30th Anniversary canvas bag.
”Poké Siding” and Pokémon GO 10th Anniversary Major Crossover
The excitement stretches into early 2027 with “Poké Siding,” a massive regional event hitting five major Asian cities: Kuala Lumpur, Taipei, Singapore, Manila, and Bangkok.
Mr. Go Nagano from The Pokémon Company shared that Manila’s leg will take over the entire SM Mall of Asia from January 23 to 24, 2027, featuring a grand parade and a high-energy evening stage show with a brand-new performance.
”We are bringing an initiative on this scale to the Philippines for the very first time. Poké Siding will feature an exclusive ‘Poké Siding Pikachu’ wearing a unique costume color for each city. For Manila, Pikachu will debut in an energetic red!”
— Mr. Go Nagano, The Pokémon Company
This ties in perfectly with another massive milestone: the 10th anniversary of Pokémon GO. Ms. Elaine Hui, Impact Marketing Director for Pokémon GO, announced that the special red-costumed Pikachu will also appear in-game during the Manila event for players to catch. Furthermore, players completing the Pokémon Run in October can unlock special in-game bonuses and Timed Research.
A “Maxed-Out” Partnership with SM Supermalls
Representing the host venue, Mr. Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing, shared how proud the retail giant is to bring this experience to local fans alongside SM Supermalls President Steven Tan.
”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.”
— Mr. Joaquin San Agustin, SM Supermalls EVP for Marketing
Insights from the Media Q&A
Following the presentations, the floor opened up for questions from the press, covering crowd control, exclusive items, and the long-term future of the franchise in the Philippines.
Q: How many runners are you targeting for the Pokémon Run, and are there plans to expand it to other cities like Cebu or Davao?
Mr. Daisuke Kobayashi: “We are expecting around 20,000 runners across the two days. While we haven’t decided on future events yet, we will definitely consider expanding the experience to other cities moving forward.”
Q: Pokémon pop-up stores usually see massive crowds. What is the plan or queuing process to handle the influx of people at the SM Mall of Asia?
Mr. Joaquin San Agustin: “We have developed a very robust system over the years for handling high-profile pop-up stores to ensure our customers are comfortable while they wait. It’s a system we continuously improve, so you can expect us to work even harder to make this experience smoother and better.”
Q: Is the Pokémon Center pop-up going to travel to other provincial SM malls or stay exclusively at Mall of Asia?
Mr. Daisuke Kobayashi: “The Pokémon Center pop-up store will be held exclusively at the SM Mall of Asia.”
Q: (Question from Orange Magazine) Since this is such a special event for the Philippines, are we getting any exclusive merchandise dedicated strictly to Filipino fans?
Mr. Daisuke Kobayashi: “Yes! You will be able to find a limited-edition ‘Poké Siding Pikachu’ plush. The Pikachu wearing the unique red costume will be available exclusively here in the Philippines.”
Q: How do you see the partnership between SM and Pokémon five years from now?
Mr. Joaquin San Agustin: “We look at this partnership as something very strong already. In the next five years, we see it getting even bigger, even stronger, allowing us to serve millions more of our customers across the nation.”
Mr. Susumu Fukunaga: “We’ve held campaigns with SM over the last couple of years. As we host more events together, our relationship grows stronger. Please look forward to more collaborations in the future.”
Q: How do you want Filipino fans to enjoy the activities throughout this anniversary?
Mr. Susumu Fukunaga: “As we mentioned, the Poké Siding event in January will feature exclusive evening dance shows. We would love for all the Filipino Pokémon fans to just come out and dance your hearts out with us!”
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.
Registration for the Pokémon Run 30 opens today, so gear up, trainers—it’s time to run into the future together!
Stay tuned to Orange Magazine PH for more updates, ticketing schedules, and exclusive coverage on Pokémon’s 30th Anniversary in Manila.