From August 7-14, the Japanese city of Yokohama is hosting its very own Pikachu festival. The associated parade was first held in 2014 to celebrate the release of a new Pokémon movie. However, Pokemon Go has re-energized the brand and the popularity of its most recognizable character.
The Pikachu Parade was introduced in Yokohama as part of an annual dance festival. Today, the festival fans have non-stop fun, dress up in funny costumes and receive a truly immersive experience.
This year, the Pikachu festival is being held a little more than a month after the release of Pokémon Go game, which has become a global mega hit.
Yokohama is covered with Pikachu artwork, promotional items, and with multiple themed stages for Pikachu performance.
People dressed up in adorable costumes have filled the city streets with bright yellow.
Hundreds of Pikachus have marched through the streets of Yokohama.
In 1999, Times’ “Best people of the year” list gave Pikachu second place. Despite not technically being a person, Pikachu was referred to as “the most loved animated character after Hello Kitty.”
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© AP Photo / Shizuo Kambayashi
In 2003, in Forbes’ list of fictional characters, Pikachu moved to 8th place, as income from Pikachu amounted to $825 million.
By hosting the Pikachu parade, the city hopes to attract international tourists.
