The boss of The Pokemon Company believes the series can last for at least another 50 years if it continues to innovate.
First launched on Nintendo's Game Boy in 1996, the video game has expanded into films, TV and toys to become one of the world's highest-grossing media franchise.
Most recently, the trading card game based on the cute creatures at the centre of its universe has seen a surge in popularity - but it has also brought scalpers and frauds to the hobby.
CEO Tsunekazu Ishihara, who has been in charge of the company since 1998, spoke to BBC News ahead of its yearly update about the secret of its success, tackling challenges, and the series' future.
Pokemon Day is an annual livestream showcasing upcoming releases, upgrades and events.
Fans got an extended look at upcoming Nintendo Switch title Pokemon Legends: Z-A, and learned it would be released later this year.
There was also a first glimpse of Pokemon Champions - an upcoming mobile game that appeared to be inspired by the Stadium series focused on battles.
And the company also showed off additions to the digital and physical versions of its trading card game.
Mr Ishihara wasn't giving away too much ahead of the event but says the company's long-term goal is to "enrich both the real world and the virtual world".
Pokemon GO - the company's successful mobile phone app that works with a device's GPS to place monsters in the real world - is an example of this.
"This is what I think is the biggest strength of Pokemon, and it's important for us to come up with this kind of idea," he says.
"So that's how I think of what we want to achieve next."
Pokemon has continued to bring new fans to the franchise by expanding into anime, card games, movies and toys alongside its video game titles.
Mr Ishihara says fans now "span several generations" and believes "the biggest reason behind their success is the fact that Pokemon became a tool of communication".
Last weekend, about 13,000 Pokemon fans headed to the European leg of the International Championships at London's Excel Centre.
It demonstrates Mr Ishihara's point that people have found their way into the series through various means.
Fans Justin, 25, and Marina, 28, who turned up to the event in Team Rocket costumes, tell BBC News they got into Pokemon by watching the animated TV show as children.
"I just loved all the designs, all the different characters," says Justin.
"They were just really really cute."
Marina says in-person events have become a chance for her to meet fellow fans.
"I always used to want to go to conventions and these sorts of events.
"So being able to be here and network and make friends has been such a blessing," she says.
The Pokemon Company is unusual because it is a private company.
Other well-known Japanese brands, such as Nintendo and Hello Kitty maker Sanrio, are publicly traded and answerable to shareholders.
Mr Ishihara believes this allows his company to keep a single-minded focus on one thing.
"Pokemon is the only thing we do at the Pokemon Company," he says.
"So whatever profit we make from Pokemon gets reinvested in Pokemon."
He adds that this means the company doesn't have to field questions about expanding or creating new characters from shareholders.
"Our answer will be: 'We'll go bust when Pokemon is no longer popular'.
"I don't think they will like that."
"If we continue focusing on our mission, Pokemon can probably continue to its 50th or 100th anniversary," he says.
"But if we become complacent and go with the flow, that's when Pokemon will go downhill."
Original Article: Pokemon boss believes series can last another 50 to 100 years
2025-02-27 00:00:00
Mariko Oi and Mel Ramsay