The Japanese entertainment franchise Pokémon issued a formal apology on Friday after Chinese social media users launched an outrage campaign over an unofficial event allegedly scheduled to take place at the Yasukuni Shrine, a site in Japan that honors, among others, World War II war criminals.
Although coverage of the controversy attributed the backlash to unaffiliated “Chinese netizens,” much of the reporting originated from the Global Times and the People’s Daily, both state-run Chinese government outlets. The publications repeatedly noted that the companies behind Pokémon — Nintendo, Creatures Inc., and Game Freak — were not responsible for organizing the alleged event, even though it briefly appeared on the official Pokémon website.
The Global Times praised individuals it described as “patriots” for publicly condemning the franchise and framed the controversy as a moral issue.
The Yasukuni Shrine, established in 1869, is a Shinto site dedicated to Japan’s war dead. While most of the 2.5 million people enshrined there are unrelated to World War II, the site also honors former Prime Minister Hideki Tojo and 13 other figures classified as war criminals. China and South Korea have long criticized visits or offerings made to the shrine, arguing that they glorify Japan’s wartime actions.
The disputed event was reportedly a Pokémon Trading Card Game gathering that was posted online by an individual who was not employed by Pokémon or its parent companies.
Before the apology was issued, the Global Times claimed that neither Pokémon nor Nintendo had adequately explained how the listing appeared.
The newspaper described the shrine as a “symbol of Japanese militarism” and accused Pokémon of promoting harmful values.
“Any entertainment or leisure activities held at such a site constitute an open affront to historical truth,” the outlet stated, adding that holding children’s events there was particularly offensive.
Chinese state media also demanded a public apology, arguing that commercial success did not justify “hurting the feelings of the Chinese people.”
South Korea’s Seoul Economic Daily reported that Chinese government-approved social media platforms were flooded with angry posts after news of the event spread.
According to the report, the hashtag “#PokémonYasukuniShrine” received nearly 20 million views on Weibo, with users accusing the company of ignoring history and glorifying militarism.
On Friday, Pokémon released a statement acknowledging the error.
“The event search page on our Pokémon Card Game Trainers website contained information about events scheduled to be held at Yasukuni Shrine,” the company said. “Due to a lack of confirmation, the listing was mistakenly published.”
The company apologized for the backlash and said it would strengthen its approval and review process to prevent similar incidents.
“We sincerely apologize for the mixed reactions and opinions that have resulted,” the statement read. “We will fundamentally review and strengthen our event information checking system.”
Pokémon also emphasized that the listing was removed immediately after concerns were raised.
The Yasukuni Shrine has been linked to previous controversies involving the franchise. In 2019, Creatures Inc. posted photos of employees visiting the shrine, which sparked criticism in China and South Korea. The company later deleted the images.
Earlier, in 2016, the mobile game Pokémon Go became a point of conflict after the shrine appeared as an in-game “gym,” leading to online disputes between Japanese and Chinese players.
Chinese authorities have repeatedly pressured foreign companies and entertainers over perceived political or historical offenses. In past cases, brands have been criticized for listing Taiwan separately from China or for visiting sensitive locations.
The Pokémon controversy highlights the ongoing pressure multinational companies face when navigating political and historical sensitivities tied to the Chinese government’s messaging and censorship standards.
