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Inside Hong Kong’s red-hot Pokemon card market, where Pikachus sell like stocks
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Christina ZhaoPublished: 10:00am, 5 Sep 2026
Not so long ago, Pokemon cards were little more than schoolyard treasures in Hong Kong. But the trading cards are now evolving into a sophisticated new asset class, driven by millennial nostalgia and the forces of global capital.
In today’s red-hot market – where rare Pikachus sell for vast sums and crime is a real problem – a complex trading ecosystem is emerging, complete with professional grading, tokenised funds and institutional-grade storage facilities.
Pokemon card valuations have skyrocketed around the world in recent years, with influencer Logan Paul making headlines in 2021 by spending over US$5 million to acquire a Pikachu Illustrator card. It has since been resold for nearly US$16.5 million.
But trading in Asia has come to revolve around Hong Kong, the world’s biggest cross-border wealth management hub, where investors benefit from ultra-low capital gains and sales taxes, according to analysts.
Collectors, speculators and even institutions in Hong Kong are increasingly investing in this risky new asset class, as appetite for alternative investments grows in the city’s financial sector.
“The demand is coming from a real and growing collector base, not just short-term speculation,” said Albert Cheng, business director for Hong Kong, Taiwan and North Asia at Azimut Group. “We’re also seeing a generational shift where younger investors are putting money into assets they actually relate to and enjoy, like Pokemon cards.”
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