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Jennifer Coates, Senior Lecturer in Japanese Studies, University of Sheffield

Pokémon's Ash wins World Championship after 25 years – here's why the franchise is still capturing fans

Ash Ketchum and Pikachu with the World Championship trophy The Pokémon Company

Twenty-five years ago, an animated ten-year-old boy was united with Pikachu, his very first “pocket monster” and set an ambitious goal: to become “the very best, like no one ever was” by winning the Pokémon World Championships.

On November 11, over 200,000 Twitter users joined in congratulating Ash on his victory. But now that Ash has achieved his goal, where does that leave the future of the Pokémon franchise?

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