How can a single Pokémon card be valued at tens of millions of US dollars? The influencer marketing effect and Pokémon's 30-year fan economy.

Author: Amin Ayan & Vanessa Perdomo

Compiled by: Tim, PANews

The world's most expensive Pokémon card will once again be auctioned.

Social media influencer and WWE star Logan Paul recently announced that he will be selling his collection of rare Pokémon cards. He explained that the current Pokémon collectibles market is very hot, which will provide a good "appreciation opportunity" for this collection.

Logan Paul is a long-time social media user who has publicly expressed his strong interest in rare Pokémon trading cards, making him a well-known collector. He and his brother Jake Paul rose to fame through Vine and YouTube, and later ventured into boxing, wrestling, and entertainment. Notably, Jake Paul recently lost to former heavyweight champion Anthony Joshua in a Netflix-streamed boxing match.

The card that is about to be auctioned is called the "Pikachu Illustrator" card. Logan Paul acquired it in 2021 for nearly $5.3 million, a transaction that set a Guinness World Record for the most expensive Pokémon card sold in a private transaction.

The auction will be conducted through Goldin Auction House, a well-known auction house specializing in sports memorabilia and collectibles. According to the agreement, Logan Paul has already received a $2.5 million advance payment from Ken Goldin, founder and CEO of Goldin Auction House.

This transaction will also be documented in the latest season of Netflix’s “King of Collectibles: The Goldin Touch,” which premiered on December 23.

Goldin Auction House announced that the "Pikachu Illustrator" will be exclusively auctioned on the Goldin website on January 12. Ken Goldin estimates the final price could reach $7 million to $12 million, potentially setting a new price benchmark for Pokémon collectibles.

Paul had previously rejected Goldin's $7.5 million offer for the card, demonstrating that the high-end collectible market is still on the rise.

In a joint Bloomberg TV interview with Goldin, Paul admitted, "The Pokémon market is hotter than ever before. Ken offered me a deal I couldn't refuse."

Goldin further points out that high-end collectibles are an increasingly popular alternative asset class among wealthy buyers. He cites the example of a Michael Jordan and Kobe Bryant trading card that sold for $12 million, highlighting the consistently strong demand in the collectibles market, including sports trading cards.

The timing of this Pokémon trading card auction also reflects the generational shift in the collector community.

Pokémon fans of 30 years fuel a collectible craze

With the Pokémon series set to celebrate its 30th anniversary in 2026, market enthusiasm is soaring. Fans who grew up with the anime now possess considerable financial resources and are able to bid on rare collectibles. Goldin analysts believe that compared to previous generations of collectors, these groups are more inclined to pursue cultural symbols that accompanied their growth rather than traditional art. This is especially true for younger fans who grew up with the Pokémon anime, who now have the financial means to acquire rare collectibles.

Logan Paul is a long-time social media user who has publicly expressed his strong interest in rare Pokémon trading cards, making him a well-known collector. He and his brother Jake Paul rose to fame through Vine and YouTube, and later ventured into boxing, wrestling, and entertainment. Notably, Jake Paul recently lost to former heavyweight champion Anthony Joshua in a Netflix-streamed boxing match.