Universal Studios Japan (USJ) and The Pokémon Company have announced the commencement of a major new collaborative project, set to debut in Osaka before expanding to Universal Destinations & Experiences’ wider global footprint.
The announcement comes as the Pokémon franchise celebrates its 30th anniversary, signalling a significant deepening of the strategic partnership first established between the two entities in 2021. While USJ has previously integrated Pokémon IP into seasonal offerings – specifically the NO LIMIT! Parade and Halloween entertainment – this new development is described as a “bold new global project” intended to deliver “unprecedented and innovative experiences.”
While the experience will launch at Universal Studios Japan, Universal Destinations & Experiences stated they will deliver unique Pokémon experiences across the portfolio’s global footprint following the Japanese debut.
This move aligns with Universal’s broader strategy of utilising high-value IP to drive international attendance and suggests that Pokémon will become a permanent fixture across the operator’s portfolio, which includes resorts in Orlando, Hollywood, Beijing and Singapore, followed by the forthcoming addition of Bedford in 2031.
“A beloved franchise”
Leadership from both organisations emphasised the scale of the project and its alignment with the “NO LIMIT!” brand philosophy.
Mark Woodbury, Chairman and CEO, Universal Destinations & Experiences, highlighted the synergy between the two brands:
“Collaborating with imaginative and inventive storytellers fuels our ability to create and deliver mind-blowing attractions and experiences that shatter guest expectations.
“The Pokémon Company is one of the most beloved interactive franchises in the world, and through our ongoing partnership, we will continue bringing its vibrant world to life in new and innovative ways for years to come.”
Tak Murayama, Executive Vice President & General Manager, USJ LLC, provided context on the operational timeline and local impact:
“Since October 2021, Universal Studios Japan has been delivering Pokémon experiences such as parades and shows to guests from around the world.
“A bold new global project is set to begin at Universal Studios Japan, creating unprecedented and innovative experiences in collaboration with Pokémon, a beloved franchise born in Japan and cherished worldwide.
“We are proud to launch this journey from Japan, delivering extraordinary moments filled with surprise and excitement that will far exceed our guests’ expectations. We believe this global project will transcend traditional entertainment and contribute meaningfully to society, embodying the very spirit of ‘NO LIMIT!’”
Tsunekazu Ishihara, President and CEO, The Pokémon Company, spoke on the significance of the 30th-anniversary timing:
“Since announcing our long-term alliance in 2021, we have collaborated with Universal Studios Japan to produce authentic Pokémon experiences such as the NO LIMIT! Parade and Halloween shows.
“As Pokémon celebrates its 30th anniversary this year, we are thrilled to launch this new project at such a significant milestone. Our mission is to enrich both the real and virtual worlds through Pokémon, and with this project, we aim to create theme park entertainment that surprises and delights fans around the globe.”
Further details regarding the specific nature of the attractions and opening timelines will be announced at a later date.
