FAHASA Collaborates with Thiên Long to Launch the Official Licensed Pokémon School Supplies Collection, Bringing an Exciting Experience Space for Children During Summer 2026 July 4, 2026

With the goal of providing children with meaningful cultural, educational, and recreational activities during the summer holiday, Ho Chi Minh City Book Distribution Corporation (FAHASA), in collaboration with Thiên Long Group, organized the Japan Pop Culture Festival themed around Pokémon at FAHASA Tân Định Bookstore (Ho Chi Minh City) on July 4, 2026.

As part of the event, the two companies officially launched the licensed Pokémon School Supplies Collection, introducing children and Pokémon fans to a range of high-quality, vibrant learning products designed for the upcoming back-to-school season. The event also offered an immersive Japanese pop culture experience, where children could enjoy interactive activities, socialize, and explore the colorful world of Pokémon.

POKÉMON – A Global Brand Loved Across Generations

First launched in Japan on February 27, 1996, Pokémon has spent the past 30 years evolving into the highest-grossing media franchise in history, surpassing renowned brands such as Star Wars and Marvel. The Pokémon ecosystem encompasses video games, anime series, feature films, the Pokémon Trading Card Game (TCG), and thousands of officially licensed products distributed worldwide.

As of early 2026, the Pokémon franchise includes more than 1,000 Pokémon species and over 75 billion trading cards released globally. According to various international market research organizations, Pokémon is widely regarded as one of the world’s most influential entertainment brands, enjoying high levels of recognition and popularity across numerous countries.

In Vietnam, Pokémon has become a familiar entertainment brand for multiple generations. The franchise has recorded an estimated circulation of more than two million books and comics, while its anime content has attracted billions of views across digital platforms. Iconic characters such as Pikachu, Charizard, and Bulbasaur have become part of the childhood memories of many Vietnamese people—from afternoons spent watching animated series on television to the Pokémon GO phenomenon that captivated communities nationwide in 2016.

Pokémon’s enduring appeal lies in its ability to connect generations. It offers today’s children the excitement of adventure and discovery while evoking cherished childhood memories for parents. This unique cross-generational connection has enabled Pokémon to maintain its lasting popularity and remain one of the most beloved entertainment brands in the world.

Official Pokémon School Supplies Collection Makes Its Nationwide Debut Across the FAHASA Bookstore Network

The collaboration between Thiên Long and Pokémon is more than just a product partnership-it represents the convergence of two brands that have been closely associated with the childhood memories of generations of Vietnamese consumers. While Pokémon has accompanied children through exciting adventures and imaginative storytelling, Thiên Long has been a trusted companion in the educational journey of millions of Vietnamese students through its stationery products for more than 40 years.

Through FAHASA’s extensive nationwide distribution network, the officially licensed Pokémon School Supplies Collection is now being introduced to customers across Vietnam, bringing high-quality and inspiring learning products closer to students, young learners, and families.

One of the key highlights of the Pokémon Collection developed by Thiên Long is its customer-focused design strategy. Products designed for children feature bright colors and lively illustrations of beloved Pokémon characters. Meanwhile, the Teen collection embraces a modern and minimalist aesthetic, incorporating trendy color palettes and character designs tailored to the preferences of secondary school students and young adults.

The collection offers a diverse range of products, including crayons, acrylic markers, gel pens, fineliners, highlighters, rulers, erasers, notebook labels, spiral notebooks, zip folders, pencil cases, backpacks, tote bags, lanyards, and many other learning accessories. Each product is thoughtfully designed to support students’ learning, creativity, and everyday needs as they prepare for the upcoming school year.

According to internal survey results, the Pokémon Collection for Teen consumers achieved an impressive 85% favorability rate and an 83% purchase intent rate, demonstrating the strong appeal of the Pokémon brand among Vietnam’s younger generation.

A representative of Thiên Long Group shared:

“We hope that every pen and notebook featuring Pokémon characters will be more than just a school supply—it will become a companion that inspires children to view learning as an exciting adventure. The values embodied by Pokémon Trainers—courage, perseverance, and a spirit of exploration—are also the positive qualities we hope to encourage in the younger generation.”

A representative of FAHASA added:

“FAHASA has always envisioned its bookstores as more than just places to purchase books and educational products. We strive to create cultural and experiential spaces for children and families. Our collaboration with Thiên Long to introduce the Pokémon Collection is one of the initiatives aimed at bringing fresh, meaningful, and enjoyable experiences to young readers during the summer season and the upcoming back-to-school period.”

An Exciting and Engaging Experience for Customers

Alongside the product launch, FAHASA and Thiên Long are introducing a variety of attractive promotional programs exclusively for customers across the FAHASA bookstore network. One of the highlights is the Thiên Long Pokémon School Backpack, available exclusively at FAHASA, providing students with a special back-to-school option for the upcoming academic year.

• From July 4 to July 19, 2026, on Saturdays and Sundays at 10 selected FAHASA bookstores in Ho Chi Minh City and Hanoi, customers who purchase products from the Thiên Long Pokémon Collection will receive a range of exclusive licensed gifts. Customers with purchases of VND 150,000 or more will receive a Pokémon backpack keychain, while those spending VND 250,000 or more will receive a special-edition Pokémon crossbody bag.
• In addition, customers will have the opportunity to participate in a lucky draw featuring a grand prize of two trips to Japan, each valued at VND 45 million, along with dozens of officially licensed Pokémon school supply sets and many other valuable prizes.
• The launch of the Pokémon Collection marks another important addition to Thiên Long’s growing portfolio of intellectual property (IP)-based products, joining well-known brands such as Doraemon, Demon Slayer, and Akooland-the educational stationery universe created by Thiên Long specifically for Vietnamese children.

Through this event, FAHASA and Thiên Long hope to provide students with high-quality learning products that inspire a love of learning, creativity, and exploration, while also creating more meaningful and enjoyable activities for children and families throughout the summer of 2026.

FAHASA – 50 Years of Serving the Community and Spreading Knowledge

The year 2026 marks the 50th anniversary of Ho Chi Minh City Book Distribution Corporation (FAHASA) (1976–2026), celebrated under the theme “50 Years of FAHASA – Serving the Community, Spreading Knowledge.” Throughout its five decades of development, FAHASA has continuously provided readers nationwide with high-quality cultural products and services while building a modern bookstore network that has become a trusted destination for generations of Vietnamese families.

The collaboration with Thiên Long to launch the officially licensed Pokémon School Supplies Collection is one of the key activities within FAHASA’s 50th-anniversary celebration program. Through this event, FAHASA further reinforces its vision of developing bookstores not only as places to purchase books and educational products but also as vibrant spaces for cultural experiences, creativity, and learning inspiration for children and families.

By creating engaging and meaningful experiences alongside quality educational offerings, FAHASA continues its long-standing mission of nurturing a reading culture, supporting lifelong learning, and contributing to the intellectual development of communities across Vietnam.