Pokémon brings football magic to Indonesia in youth-driven play with PSSI

The Pokémon Company is stepping onto the Indonesian football pitch - not with cleats, but with characters. The Japanese entertainment powerhouse has teamed up with the Indonesian Football Association (PSSI) and its commercial arm, Garuda Sepak Bola Indonesia (GSI), to introduce a series of immersive football-themed activations aimed at Gen Alpha and young Millennials, part of a broader push to cement Pokémon’s cultural relevance outside of gaming.

The collaboration kicks off 6 September, during the U-23 Asian Cup 2026 qualifiers, where the Indonesian national team will face Macau at the Gelora Delta Sidoarjo Stadium in East Java. Pokémon will make a physical appearance - or rather, Pikachu will - donning an Indonesian national team kit, alongside Cinderace and other football-themed Pokémon. Stadium decor will reflect a “Pokémon World” aesthetic, while live activities will include a Pikachu dance, fan photo booths, and crowd giveaways.

But the tie-in goes beyond fanfare. The campaign’s centrepiece is a youth engagement initiative: Pokémon is inviting 1,000 children affiliated with local football clubs to attend the match, each receiving a limited-edition Pikachu football jersey. The aim is to spark early emotional affinity through high-touch brand moments in real-world environments - particularly in a market where football enjoys cult-like devotion.

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“As many of you already know, back in January we announced that we had a project in the field of football. At the time, the response from friends all across Indonesia was truly overwhelming, and we were very happy,” said Susumu Fukunaga, corporate officer of The Pokémon Company, as quoted by Antara. “That was when I genuinely felt just how loved and deeply cherished football is in Indonesia.”

The initiative also folds into Pokémon’s ongoing presence in the mobile game Pokémon Go, with a special in-game Raid Battle featuring Indonesian jersey-wearing Pikachu. The character will also appear alongside three national athletes - Witan Sulaeman, Arlyansyah Abdulmanan, and Viny Silfianus - in upcoming Pokémon training videos, designed to introduce basic football techniques through a playful lens. These videos will roll out on the official YouTube channels of both Pokémon and PSSI in September.

“This collaboration is proof that fictional characters familiar to younger generations can have a real-world impact, while also promoting an active, healthy, and joyful lifestyle,” added Fukunaga.

For GSI, the partnership represents a longer-term strategy to grow Indonesian football from the grassroots, including investment in the women’s game.

Earlier this year, Pokémon made its first foray into Indonesian football by supporting the Pertiwi Cup for U-14 and U-16 girls, distributing themed kits to all participating athletes. The company’s decision to include Mana Iwabuchi - a World Cup-winning Japanese footballer and former Arsenal player - in the upcoming matchday festivities further signals its intent to bring star power and female representation to the fore.

“We’re really happy that Pokémon wants to support football - especially since they brought along a Women’s World Cup 2011 champion. For us, that’s important, as we’ve just wrapped up the U-14 and U-16 Pertiwi Cup. This is a long-term investment in women’s football,” said Marsal Masita, managing director of GSI.

“We appreciate what Pokémon is doing in Indonesia. This isn’t just an ordinary activity. We value initiatives that inspire children and help fans of the national team grow even more passionate about football,” added Masita.

The September event also aligns with Indonesia’s broader football calendar, which includes two senior friendlies against Lebanon and Kuwait - warm-ups ahead of the fourth round of 2026 World Cup qualifiers in Saudi Arabia.

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