ANIME | Pokémon brings first official pop-up store to the Philippines for 30th anniversary
Interactive Pokémon RUN, free Festival Zone, and six-month SM Supermalls caravan headline the franchise’s biggest official celebration in the country.
The Pokémon Company has partnered with SM Supermalls to bring the Philippines its first official Pokémon Center Pop-Up Store, leading a nationwide celebration that also includes an interactive Pokémon-themed fun run, a free Festival Zone, and a six-month mall caravan marking the franchise’s 30th anniversary.
Announced during a media preview in Manila on July 7, the initiative, branded PokéXciting!, represents what The Pokémon Company described as the most extensive lineup of official Pokémon experiences ever brought to the Philippines, giving Filipino fans their first opportunity to experience several official Pokémon attractions that have previously been unavailable in the country.
The anniversary commemorates 30 years since the release of Pokémon Red and Pokémon Green for Nintendo’s Game Boy in Japan in 1996. What began as a pair of role-playing games has since grown into one of the world’s largest entertainment franchises, encompassing console and mobile games, animation, the Pokémon Trading Card Game, films, licensed merchandise, and live events.
Representatives from The Pokémon Company and SM Supermalls attended the launch, where invited guests were treated to a Pikachu dance performance and a preview of the activities planned for Filipino fans over the coming months.
First official Pokémon Center opens in Manila
The biggest announcement is the arrival of the Philippines’ first official Pokémon Center Pop-Up Store, which will operate at SM Mall of Asia from October 2026 through January 2027.
The limited-time store will offer a selection of Pokémon Center Original merchandise, trading cards, plush toys, and special products commemorating Pokémon’s 30th anniversary.
Visitors can also participate in Pokémon Trading Card Game tutorial sessions and gaming experiences that will be hosted inside the pop-up store throughout its run.
Official Pokémon Center stores have traditionally been found in Japan and select international locations, making the Philippine pop-up the first opportunity for local fans to purchase Pokémon Center merchandise through an official retail presence in the country.
Six-month SM Supermalls celebration
The pop-up store forms part of “Celebrate 30 Years of Pokémon at SM Malls,” a six-month collaboration between The Pokémon Company and SM Supermalls running from October 2026 through March 2027.
The anniversary caravan will visit eight SM malls across the country:
SM Mall of Asia
SM East Ortigas
SM Southmall
SM North EDSA
SM Marikina
SM Seaside Cebu
SM Davao
SM CDO Downtown
The mall-wide campaign is expected to feature Pokémon-themed activities and experiences throughout the celebration period, extending the anniversary beyond Metro Manila.
Pokémon RUN 30 heads to the Philippines
Another highlight of the anniversary campaign is Pokémon RUN 30: Philippines Edition, scheduled for October 3 and 4, 2026, at SM Mall of Asia.
Held under the theme “Run into the Future with Pokémon!”, the approximately five-kilometer event transforms participants into Pokémon Trainers as they complete an interactive course inspired by the Pokémon universe.
Instead of a conventional fun run, participants will choose a first partner Pokémon before setting off through themed activity stations that include Pokémon Gym challenges, Pokémon Center hydration stops, and Pokédex missions where runners collect special stickers while encountering different Pokémon along the route.
Organizers said participants will also experience a themed finish in which their chosen partner Pokémon “evolves” upon completing the course.
Designed for runners of all experience levels, the event also welcomes families, children, and casual Pokémon fans.
Registration is offered in two categories: a P2,450 Standard package and a P3,450 Premium package, with the premium registration including a Pikachu shoulder plush.
Each participant will receive a commemorative Runner’s Kit containing a Pokémon RUN T-shirt, drawstring bag, themed race bib, Poké Ball-themed armband, Pokédex Search Sheet, Pokémon Trading Card Game booster pack, and a lenticular card featuring one of the original partner Pokémon—Bulbasaur, Charmander, or Squirtle—matched to the selected themed bib.
Free Festival Zone
Complementing the fun run is the Pokémon Festival Zone, which will be open free to the general public, allowing visitors who are not participating in the race to join the anniversary celebration.
The Festival Zone will feature Pikachu parades, meet-and-greet sessions, themed photo spots, sponsor booths, and interactive attractions designed for Pokémon fans of all ages.
Among its featured attractions is the Pokémon Time Tunnel, an exhibition tracing the franchise’s evolution through its video games, animated series, Pokémon Trading Card Game, and local licensing initiatives.
Visitors can also explore the Pokémon Experience Zone, featuring Nintendo Switch 2 titles, the Pokémon Trading Card Game, mobile apps, and other hands-on gaming activities.
Anniversary timeline
The Philippine celebration will unfold over several months:
October 3–4, 2026: Pokémon RUN 30: Philippines Edition at SM Mall of Asia
October 2026–January 2027: Pokémon Center Pop-Up Store at SM Mall of Asia
October 2026–March 2027: “Celebrate 30 Years of Pokémon at SM Malls” caravan across eight SM Supermalls
Expanding Pokémon’s official presence
The anniversary campaign reflects The Pokémon Company’s continued efforts to strengthen its official presence in Southeast Asia through experiential events, licensed retail, and fan-focused community activities.
For the Philippines, the program marks a milestone for one of Asia’s most enduring entertainment franchises. While Pokémon products, games, and trading cards have long been available through local retailers and distributors, the arrival of an official Pokémon Center Pop-Up Store and large-scale branded experiences gives Filipino fans access to official attractions previously found primarily in Japan and a handful of overseas markets.
As Pokémon celebrates three decades since its Game Boy debut in 1996, the Philippine campaign brings together retail, gaming, family entertainment, and community events under the PokéXciting! banner, offering what The Pokémon Company describes as the most extensive lineup of official Pokémon experiences ever introduced in the country.
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