Date of Graduation

Spring 5-21-2021

Document Access

Restricted Project/Capstone - USF access only

Degree Name

Master of Arts in Asia Pacific Studies (MAPS)


College of Arts and Sciences


Asia Pacific Studies

First Advisor

Brian Komei Dempster

Second Advisor

Jaime Chua


A yellow and adorable mouse, Pikachu from Pokémon, is popular and has fans all the whole world. Pokémon is a best-selling game from Japan that nowadays has developed into the most profitable media franchise. This research explores how Pokémon uses a cross-media approach and effective marketing strategies in order to achieve success—in the form of sales and loyal fans. In turn, my analysis looks at how and why this franchise is so appealing to consumers. Through a blend of secondary source and quantitative date analysis, and first hand testimonials from fans, this study helps to unlock the secret of how Pokémon has become and continues to be a successful franchise and symbol, even after 25 years of existence.

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