Jewel’s Pokemon Centre halts card set launch amid 1000-strong crowd; police called in
Large crowds showed up hours ahead of the 10am launch at Jewel Changi Airport.PHOTOS: SCREENGRAB FROM AWI3GANG/TIKTOK
Ian Cheng
Jan 17, 2025
SINGAPORE - The Pokemon Centre Singapore halted sales of a new trading card game set in its Jewel Changi Airport store on Jan 17, after large crowds showed up hours ahead of its 10am launch.
By about 9.15am, the crowd had swelled to more than 1,000 people and obstructed several walkways in the area, the police said.
Videos posted on social media platforms show throngs of people outside the retail outlet, eager to get their hands on the latest Prismatic Evolutions set featuring fan-favourite Pokemon Eevee and its evolved forms.
One TikTok user said fans had started queueing from 11pm the night before.
However, many left empty-handed and disappointed after the store announced shortly before the scheduled launch that it would not be selling the cards in the physical store, citing safety reasons.
Those present were told that they could buy the cards from Pokemon Centre’s Shopee Singapore online store from 10am instead.
The police said that they received a call for assistance at about 6.10am and found more than 200 people gathered outside the store when they arrived.
Minutes later, the group had swelled to over 500 people, before reaching its peak of more than 1,000 people at around 9.15am.
The Pokemon Centre called off the product launch at around 9.20am, and officers from the Airport Police Division helped with crowd dispersal.
In a post on Jan 17, the Pokemon Singapore Facebook page said that it would not be selling the cards from Jan 17 to 19 in the physical store “to ensure a safe environment” for visitors.
It added that it is “unable to provide a specific date for when in-store sales will resume”.
The sudden announcement drew mixed reactions from social media users, with some saying the move was “understandable” to protect the safety of the public.
Others, however, criticised the store’s lack of crowd control, despite there being expectations that a large number of people would turn up, as with previous launches.
Facebook user Leonard Foo said: “Perhaps (it) would have been less disappointing if there was something like (an) online ballot system.”
The police said they were disappointed that the retailer did not anticipate the huge crowds and put in place adequate crowd control measures, which would minimise public safety risks.
“It was fortunate that no injuries or breaches of peace occurred for this incident,” they said.
They urged retailers and event organisers to work closely with premise owners to implement effective crowd control measures during such events.
These include identifying suitable and sufficient queueing space, establishing proper queue management systems to regulate crowd flow, and deploying additional security personnel and staff to manage crowds.
A spokesperson for Jewel Changi Airport, in response to queries from The Straits Times, said that the safety of visitors is important.
“We work closely with all our retailers for their events, and remain committed to supporting them in the implementation of effective crowd control measures whenever large crowds are anticipated,” the spokesperson added.
In an advisory on Jan 15, the Pokemon Singapore Instagram page said that queueing overnight for the launch was not allowed, and those who did so may be refused entry into the store.
The post added that there were plans to distribute tickets to customers that would allow them to purchase one product each on a first come, first served basis.
However, Pokemon Singapore also said it reserved the right to change the terms and conditions without prior notice.
The Pokemon Centre edition of the Prismatic Evolutions Elite Trainer Box contains 11 packs of cards – two more than the nine packs included in regular versions of the product. It also contains two promotional cards, as well as other card game accessories and paraphernalia.
The product was listed on the official Pokemon Store on Shopee Singapore for $109.90, though it was reportedly sold out almost instantly.
Some shops in countries such as Japan and the US have made similar decisions to stop in-store sales of the set, following previous instances of fights breaking out at product launches. There were also cases of fans breaking into shops.
US card shop Retro Emporium, located in Kent City, Washington, said in an Instagram post that it had “struggled with this decision, but at the end of the day, we will NOT sacrifice our safety for... cardboard”.
“The overly aggressive (and entitled) behaviour coming from collectors/resellers has reached a whole new level, so, we’re OUT on this one. Sorry to those who are not part of the problem... we have tried to be fair and keep everything accessible, but we just can’t this time,” it said.
Rarer card variants of Eevee and its evolutions from other Pokemon card sets have been resold at eye-watering prices online.
These include an original printing of the Gold Star Umbreon, an evolved form of Eevee, which was listed on trading card game website Troll And Toad for US$3,299.99 (S$4,510).
An eBay listing of the same card was last sold at £2,999 (S$5,000).
English-language full art special illustration cards featuring Eevee and its evolutions from the latest Prismatic Evolutions set.PHOTO: THE POKEMON COMPANY INTERNATIONAL
Currently, the Japanese full art special illustration versions of Eevee and its evolutions from the Japanese-language equivalent set are valued at around $80 each, with the most expensive of the lot, Umbreon EX, going for $613. The next most expensive is Sylveon EX, which goes for $218.
Market prices for the English-language sets are currently unavailable, but are expected to be higher than the Japanese versions as the odds of getting a specific higher-rarity card are much lower.
For instance, a listing for the English full art special illustration of Sylveon EX sold on eBay for US$729.99 on Jan 16.
The overwhelming demand has prompted stock cuts in trading card game shops worldwide, with the Pokemon Company International releasing a statement to address the shortage.
“We’re aware that some fans may experience difficulties purchasing certain Pokemon Trading Card Game (TCG): Scarlet & Violet – Prismatic Evolutions products at launch due to high demand impacting availability,” a spokesperson told gaming website IGN.
“We understand this inconvenience can be disappointing for fans, and we are actively working to print more of the impacted Pokemon TCG products as quickly as possible and at maximum capacity to acknowledge this.”
The Pokemon trading card game has exploded in popularity in recent years – not just among fans of the game, but also among investors who had little or no past interest.
In 2021, US YouTuber Logan Paul made a record-breaking trade worth US$5.28 million in a Dubai hotel room to a “mystery” seller for a professionally graded Pikachu Illustrator card. Only 41 are known to be in circulation, with Mr Paul’s copy being the only one that was professionally graded at a perfect “10”.
The gold rush has also sparked a boom in fake cards. Mr Paul, for instance, paid US$3.75 million in 2021 for a “sealed and authenticated” box of first-edition booster packs that turned out to contain G.I. Joe cards instead, according to one of his videos.
There are currently more than 64.8 billion cards printed worldwide.