Pokémon Center Singapore levels up with first major revamp outside Japan

Pokémon Singapore is temporarily closing Pokémon Center Singapore at Jewel Changi Airport from 1 April 2026 as it undergoes a comprehensive store renewal.

The move marks the first major Pokémon Center revamp outside Japan. It will see the store return with a fully localised concept designed to reflect Singapore’s heritage and everyday culture.

Singapore was home to the first permanent Pokémon Center outside Japan when the store opened at Jewel in 2019. According to The Pokémon Company, the renewal represents a “natural evolution” of its commitment to the market.

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“As the first Pokémon Center outside Japan to undergo a major store revamp, we are proud to introduce a fully localised store concept that establishes deeper roots in this market,” the company told MARKETING-INTERACTIVE, adding that its focus remains on delivering the best possible experience for both long-time fans and first-time visitors.

Since opening, the store has become a key draw at Jewel, attracting both locals and tourists with its range of Pokémon merchandise including video games, Pokémon Trading Card Game (TCG) items, plush toys and bag charms. Over the years, it has grown into a pop culture hub for fans in Singapore.

The renewed store will feature interior design elements inspired by everyday lifestyle and heritage in Singapore. Fans can also expect an expanded merchandise range, including limited-edition items, alongside new shopping experiences.

A new symbolic Pokémon will also be introduced to represent the renewed store. The character has been specially selected to reflect Singapore’s unique charm. Further details on design, merchandising and experiential elements will be shared closer to the reopening in the third quarter of 2026.

While it is too early to comment on whether lessons from the revamp could influence other international Pokémon Centers, the company described the project as an “important milestone” globally. Its immediate focus remains on making the Singapore experience the best it can be.

During the closure, Pokémon will launch pop-up stores at Jewel Changi Airport and Plaza Singapura for three months. The pop-ups will carry a curated selection of official Pokémon merchandise and will also offer the brand’s birthday service, which has been popular at the main store.

Beyond the physical touchpoints, the company said it will continue engaging fans through its website and Instagram.

In terms of marketing, Pokémon Singapore is taking a phased approach to building anticipation. The pop-ups will serve as key community touchpoints during the closure, with further announcements about the renewed store experience to be rolled out progressively ahead of its reopening.

The revamped Pokémon Center SINGAPORE is slated to reopen in the third quarter of 2026.

“We are incredibly grateful for the continued support from our fans in Singapore. Over the past seven years, we have witnessed Pokémon become an increasingly meaningful part of everyday life, and we are proud to have been part of that journey,” said Shunsuke Sasaki, managing director of Pokémon Singapore.

He added, “This renewal marks an important milestone as we further elevate the brand experience at the Pokémon Center at Jewel Changi Airport. The refreshed store will feature thoughtfully curated products, including some limited-edition merchandise, and an enhanced interior design concept, created to delight both our long-time fans and first-time visitors alike. We look forward to welcoming everyone soon."

The refresh comes as Pokémon Singapore continues to ramp up its on-ground and experiential efforts in the market. Last October, the brand rolled out a nationwide campaign to mark the launch of Pokémon Legends: Z-A. It brought the classic “Who’s that Pokémon?” quiz to life through a large-scale out-of-home activation at The Heeren, where silhouettes of two mystery Pokémon flashed across its digital screens ahead of the game’s release.

The activation formed part of a broader experiential push that included a Pikachu meet-and-greet and a social media photo campaign at Pokémon Center SINGAPORE. Fans who posted photos with the hashtags #PokemonCenterSingapore and #PokemonLegendsZA received exclusive Pokémon-themed stickers, blending physical retail with digital engagement.

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