Pikachu turns 30: Pokémon book sales double at Kyobo

Pokémon book sales have doubled this year as the franchise marks its 30th anniversary.

According to Kyobo Bookstore, sales of Pokémon-related books jumped 100.5 percent year-on-year from Feb. 27 — the franchise's 30th anniversary date — through Wednesday. Particularly notable was "Pokémon Ecology Encyclopedia," which climbed to No. 4 on the overall bestseller chart in the first week of May before landing at No. 14 on the June monthly overall bestseller list, drawing strong reader attention.

Buyers of "Pokémon Ecology Encyclopedia" spanned a broad age range: readers in their 30s accounted for 32.9 percent, followed by those in their 20s at 29.1 percent and those in their 40s at 28.6 percent, with other age groups making up the remaining 9.5 percent. The distribution suggests the Pokémon intellectual property is expanding beyond purchases made for children to encompass a full adult fandom.

In step with that trend, Kyobo Bookstore is running a "Renova Pokémon Edition" curated promotion on its Hottracks online platform through July 31, pairing Pokémon books — including encyclopedias, comics and study guides — with Pokémon 30th Anniversary Edition tissues from Portuguese tissue brand Renova.

Customers who spend 40,000 won ($26) or more on participating Renova products during the promotion will receive a reusable bag on a first-come, first-served basis, along with a 5 percent additional discount coupon valid on promotion items.

"Pokémon has established itself as an IP with broad support that extends well beyond young readers to adult and family customers," a Kyobo Bookstore official said. "This promotion was designed to connect interest in Pokémon books with everyday lifestyle products, so that reading and daily consumption can be enjoyed together."

Pokémon is an IP encompassing a game series, animated series and comics published by Japan's Nintendo and The Pokémon Company, featuring fictional creatures called Pocket Monsters.

The franchise consistently draws strong interest — most recently, the new game Pokémon Champions surpassed 10 million cumulative downloads worldwide.