Pokemon Crowned Japan's Top Entertainment Brand for 2024

Marketing agency GEM Partners has released the results of a major survey measuring brand exposure across seven media platforms. Pokémon claimed the top spot in the annual ranking, achieving 65,578 points.

The ranking uses a “reach score”—a proprietary index tracking the daily number of individuals interacting with brand content via apps, games, music, videos, and manga. The monthly survey gathered responses from 100,000 people in Japan, aged 15 to 69.

Pokémon led the App Games category with 50,546 points, making up 80% of its total score. The ongoing popularity of Pokémon GO and the recent launch of DeNA's Pokémon Trading Card Game Pocket were major contributors. In the Home Video and Video categories, Pokémon scored 11,619 and 2,728 points respectively. Collaboration campaigns, such as the one with Mister Donut, along with rising interest in collectible card games, further boosted the brand’s visibility.

The Pokémon Company’s 2024 financial report underscores this growth, reporting total sales of 297.58 billion yen and a gross profit of 152.23 billion yen. These results solidify Pokémon’s position as one of Japan’s most successful and rapidly expanding brands.

The Pokémon franchise spans video games, animated series and films, trading card games, and various media products. It is managed jointly by Nintendo, Game Freak, and Creatures, which established The Pokémon Company in 1998 to oversee all brand activities.