Pokemon Center Japan Launches Special 'My Friend Malamar' Campaign Ahead of Pokemon Legends Z-A

The Pokemon Company has officially announced a nationwide 'My Friend Malamar' campaign set to take place at all Pokemon Center stores throughout Japan.

Running from September 5th to September 10th, 2025, the event aims to celebrate Malamar, the popular Psychic/Dark-type Pokémon, with in-store decorations, themed merchandise, and limited-time activities appealing to new and longtime fans alike. The 'My Friend Malamar' campaign comes at a time of heightened anticipation within the Pokémon community following the recent teaser for Pokemon Legends Z-A.

In the trailer, fans noticed a brief but prominent appearance by Malamar, which has sparked significant discussion online.

While details on the role Malamar will play in Pokemon Legends Z-A remain limited, the campaign's timing has undoubtedly fueled excitement for both the event and the upcoming installment in the Pokémon franchise, which is expected to launch on Nintendo Switch. Throughout the campaign, visitors to Pokemon Centers across Japan will find exclusive Malamar-themed decorations transforming the stores.

Select images shared by attendees on social media provide a sneak peek at the vibrant displays, including oversized Malamar visors and custom point-of-sale advertisements.

As one participant expressed, 'Upon arriving at the Pokemon Center, I was handed a surprise Malamar-themed flyer—a fantastic keepsake from the event.' This sentiment captures the excitement felt by visitors during the celebration. According to The Pokemon Company, the campaign is designed "to bring the playful charm of Malamar—everyone’s favorite friend—to fans across the nation," through creative campaigns and exclusive in-store experiences.

Fans can not only experience immersive decorations but also pick up unique Malamar-themed souvenirs available only during the campaign period. The campaign draws attention to Malamar ahead of its speculated importance in Pokemon Legends Z-A, highlighting Nintendo’s and The Pokemon Company’s ongoing strategy of integrating in-game elements with real-world fan engagement.

Each major Pokémon release is often accompanied by physical events and merchandise in Japan, driving community enthusiasm and generating fresh interest in long-established Pokémon species. As of this announcement, the current 'My Friend Malamar' campaign runs through September 10th, 2025.

Pokemon Center events have a history of successfully combining immersive retail experiences with game milestones, leveraging the physical presence and popularity of key Pokémon.

For those in Japan, this limited-time campaign offers a distinctive way to celebrate Malamar while building anticipation for the launch of Pokemon Legends Z-A on Nintendo Switch. Stay tuned for future updates as The Pokemon Company reveals additional details and campaign highlights in the lead-up to Pokémon’s next major release.

Pokémon Japan The Pokemon Company Pokemon Center Pokemon Company Pokemon Pokemon Legends Z-A Pokemon Center Japan Z Malamar Nintendo Switch