In recent years, the popularity of the Pokémon franchise has grown significantly in the Chinese market, and physical-store-based “Pokémon Card Gyms” have become offline hubs for many Pokémon fans. Through spatial design, sales of related merchandise, and the hosting of events and tournaments, these gyms have continuously enriched their experiential ecosystem, building a bridge connecting the IP with fans. Card games have become a trend in entertainment.
Chinese Pokémon Card Gyms are designed with an immersive Pokémon worldview as their core concept. Interiors feature wall graphics of popular characters such as Pikachu, Charizard, and Eevee, along with other irresistible elements for fans. Special exhibits like Poké Ball replicas, giant Pokémon statues, and themed photo spots are installed, and some larger gyms even feature exclusive themed scenes. The moment players step inside, they feel as though they have wandered into the world of Pokémon.
The spatial layout is divided into multiple functional zones, including a merchandise sales area, a card battle area, a lounge area, and an interactive photo area. These not only meet shopping and battling needs but also provide spaces for socializing and taking pictures. Among them, the largest Pokémon Card Gym in China, located in Guangzhou, boasts a floor area of 1,800 square meters, covering experience, shopping, and events on all fronts, making it a central hub for Pokémon culture in the region.
Card battle area (Photo: Rouse Li Qiyuan, LLC)
In terms of merchandise sales, the focus is on the Pokémon Trading Card Game, offering all series of Simplified Chinese cards, expansion packs, limited box sets, card sleeves, playmats, and other items to meet the diverse needs of beginners and collectors alike. At the same time, related goods such as Pokémon plush toys, figures, stationery, apparel, and accessories are also sold. From entry-level card accessories to high-end collectibles, the selection caters to fans of all ages and tastes, ensuring every visitor can find their favorite Pokémon merchandise.
Pokémon plush toys (Photo: Rouse Li Qiyuan, LLC)
The development of Pokémon Card Gyms in China is an important microcosm of the localization of the Pokémon IP in the country, consistently adhering to a strategy of steady expansion and targeted deployment.
Store interior (Photo: Rouse Li Qiyuan, LLC)
When Pokémon cards were first released, activities were centered around online information sharing and informal offline gatherings, with no official offline experience venues. Following the official launch of the Simplified Chinese version of the Pokémon Trading Card Game in October 2022, the domestic player base expanded, and the company began planning the construction of offline gyms.
Pokémon cards Simplified Chinese version (Photo: Rouse Li Qiyuan, LLC)
Pokémon cards Simplified Chinese version (Photo: Rouse Li Qiyuan, LLC)
Pokémon cards Simplified Chinese version (Photo: Rouse Li Qiyuan, LLC)
China-exclusive “E-Meng-Dian-Jing” series Pokémon figures (Photo: Rouse Li Qiyuan, LLC)
In December 2023, the first official Pokémon Card Gym in China opened in Shanghai. Beginning in 2025, the rapid expansion of official Pokémon Card Gyms commenced, with stores successively opening in major cities across the country including Guangzhou, Beijing, Chongqing, Changsha, Shenyang, Shenzhen, and a second location in Shanghai, completing coverage in first-tier cities. The opening of Shanghai Store No. 1 marked the genuine beginning of official Pokémon offline experience spaces in China. The Guangzhou Pokémon Card Gym, as the largest official gym in the country, has significantly enhanced the influence of Pokémon offline culture. In 2026, further stores are scheduled to open in Xi’an, Fuzhou, Wuhan, Chengdu, Ningbo, and a second location in Beijing, expanding the gym network nationwide to cover regions such as East China, South China, North China, Central China, and Southwest China, forming a nationwide network.
Pokémon Card Gym Shanghai (Photo: Rouse Li Qiyuan, LLC)
Pokémon Card Gym Beijing (Photo: Rouse Li Qiyuan, LLC)
Pokémon Card Gym Guangzhou (Photo: Rouse Li Qiyuan, LLC)
Pokémon Card Gym Wuhan (Photo: Rouse Li Qiyuan, LLC)
Pokémon Card Gym Xi’an (Photo: Rouse Li Qiyuan, LLC)
From a single store trial to a multi-city coordinated operation across the country, and from mere experience spaces to large-scale comprehensive gyms, China’s Pokémon Card Gyms have started from scratch, always attentive to the needs of domestic players, and have grown into representative offline facilities in the domestic card culture field.
Pokémon Card Gyms are not just places to shop or take photos; they are central platforms for card battles and player interaction. Through a variety of regular events, they spread Pokémon culture from online to offline, building a rich player community ecosystem.
Players in a battle (Photo: Rouse Li Qiyuan, LLC)
For beginners, regular “Pokémon Card Classrooms” are held, offering free instruction on rules, deck building, and battle techniques. This allows newcomers to quickly learn the basics and experience the fun of card battles. These classes accept both online reservations and offline sign-ups, meeting the participation needs of different players.
Tournaments include regular gym individual battles and casual match-ups, open to all skill levels from beginners to experienced players. The tournaments have substantial prize systems, awarding winners limited cards, special expansion packs, and gym-exclusive items, boosting player motivation. In addition, gyms host regional qualifiers and warm-up matches in conjunction with official large-scale tournaments, sending outstanding players to national competitions and thereby raising the level of competitive Pokémon card play in China.
Furthermore, interactive events such as “E-Meng Workshop” are held, offering free drawing paper and art supplies and inviting players to submit original Pokémon illustrations. Excellent works are displayed within the gym and may even participate in a national tour. During store openings, holidays, new product releases, and other occasions, special events such as limited promotional card giveaways, themed photo campaigns, and fan meetups are organized, continuously enriching the player experience and strengthening community bonds.
E-Meng Workshop (Photo: Rouse Li Qiyuan, LLC)
With the expansion of the domestic Pokémon player base and the spread of card culture, China’s Pokémon Card Gyms have tremendous development potential ahead, and the company has already revealed a multi-faceted growth plan.
Regarding store expansion, the national coverage area will continue to grow, accelerating the rollout to second- and third-tier cities in China, creating more distinctive official gyms so that more players can enjoy Pokémon offline experiences close to home. At the same time, services at existing gyms will be optimized, facilities and the experiential environment will be upgraded, and customer satisfaction will be enhanced.
In terms of events and tournaments, the tournament system will be improved, with more regional and national-level competitions held to increase participation and awareness of competitive Pokémon card play. Event formats will also be diversified, incorporating trendy culture, parent-child interaction, crossover collaborations, and other elements to launch more innovative experiential events covering all age groups.
For localized operations, the company will adapt to the needs of the Chinese market by releasing more China-exclusive and gym-exclusive IP-related merchandise and card products, deepening the development of the Pokémon IP in China. At the same time, a more refined player community service system will be built, strengthening online-offline synergy to form a more vibrant Pokémon player ecosystem.
Looking ahead, Pokémon Card Gyms will continue to put players at the center, innovate the experience, and enrich services. They will become key platforms for disseminating Pokémon culture, promoting the development of card games, and connecting many fans, contributing to the long-term development of the Pokémon IP in the Chinese market.
From mere offline stores to comprehensive fan facilities integrating shopping, battling, socializing, and experiencing, China’s Pokémon Card Gyms have achieved remarkable growth in just a few years. This is not only a testament to the Pokémon IP taking root in China but also an important force driving the development of domestic trend entertainment.
Li Qiyuan
