A Belfast business founded by three friends who originally traded Pokémon cards in coffee shops is reporting strong growth, aligning with a broader surge in the franchise's popularity.

Daniel Phillips, a director of the shop, said Pokémon has experienced a massive boom. The business runs card trading events at the Belfast Waterfront Hall, where attendance has risen from about 600 at the first event to 1,700 at the third. An upcoming show in November is expected to draw more than 2,500 people, with traders travelling from across the UK.

The shop attracts customers from various professions, including solicitors on lunch breaks and police officers after shifts. Some customers have spent thousands of pounds on rare cards, with one Pikachu card selling for approximately £16,000.

Stephen Mitchell, co-owner, said a change in attitude allowed him to embrace the hobby he once considered too nerdy. He finds that Pokémon appeals to all ages, with some customers in their 70s and 80s.

Matthew Duguid, a content creator from Coleraine, attributes part of the resurgence to social media and nostalgia. He noted that adults who grew up with the franchise now have disposable income to spend on it, while the franchise continues to attract new audiences.

Competitive play has also grown locally. Mattie Morgan, who began competing at 13 after winning a tournament in Dublin, said tournaments are now held around the country, whereas previously players had to travel to Dublin. Morgan, who has competed in Brazil, the United States, and across Europe and finished in the top eight at the World Championships in Japan, noted that the 2016 release of Pokémon GO introduced the franchise to many new players.

Industry figures cited indicate Pokémon was the world's biggest toy property in 2025 and the fastest-growing in Europe.