A massive slate of activities, events, and gatherings are lined up to celebrate the 30th anniversary of Pokémon.

In the Philippines, which has been one of the world renowned anime franchise’s consistently strong markets, a partnership has been forged between Pokémon and SM Supermalls for a pop-up experience that will serve as the flagship destination for local enthusiasts.

Dubbed the “Celebrate 30 years of Pokémon at SM Malls” campaign, the multi-month celebration will kick off at the SM Mall of Asia in Manila starting October 2026.

The cornerstone of this retail rollout is the Pokémon Center Pop-Up Store, a six-month installation packed with exclusive merchandise directly from the brand.

Pokémon RUN 30

Beyond retail, the milestone will bring an active, real-world dimension to the capital with Pokémon RUN 30: The Philippines Edition.

This interactive running event is likewise slated in early October at the Mall of Asia complex.

Participants will become active trainers as they run a themed 5K course with filled with special interactive challenges.

Runners can test their spirit at designated Pokémon Gym obstacle points, rehydrate at designated Pokémon Centers, and collect unique stamps to complete real-world Pokédex search sheets.

Moreover, the venue will also host a free-entry public Festival Zone. This area will be complete with live Pikachu parades, meet-and-greets, and specialized gaming experience areas.

PokéXciting campaign

The extensive rollout is part of a broader, coordinated “PokéXciting!” campaign stretching across major target markets in the Asian region to bridge the gap between legacy and newer generational platforms. To supplement the global anniversary rollout,

The Pokémon Company has additionally aligned its sports entertainment footprints with major international institutions.

Back in Japan, Pokémon has established a sweeping partnership with Japan’s professional football league, the J.League.

All 60 professional football clubs across the league’s three tiers have officially been assigned a specific partner Pokémon. These are tailored to reflect each team’s regional mascots or club identities.

Fans attending home matches throughout the campaign will receive exclusive merchandise on match days.

This includes one million limited-edition reusable eco bags that showcase Pikachu alongside their home club’s specific partner pocket monster.

HONOR has launched its latest budget smartphone offering, the HONOR X7e, in the Philippines. The release coincides with the 7.7 sale for various offers available across popular e-commerce platforms.

This makes the affordable handset even more accessible, with discounts of up to PhP 5,000, or a limited-time take-home price of PhP 9,999.

As early as 8:00 P.M. on July 6, customers can head over to HONOR’s Lazada, Shopee, and TikTok Shop platforms to avail of the device for less.

The HONOR X7e comes with a large 7,500mAh battery, putting it at par with budget phone releases this year. This battery supports 45W of fast charging.

The phone also comes with an Instant AI Button for quick, one-touch access to the interface’s several intelligent tools.

As with previous X7 series offerings, the HONOR X7e comes with durability and waterproofing benchmarks. It touts 5-Star SGS Premium Drop Protection and an IP64 dust and water resistance rating.

Powering the phone is a Helio G81 processor. In front is a 6.6-inch 120Hz display. It comes with 128GB of internal storage, and a 50MP camera.

The HONOR X7e retails for an SRP of PhP 14,999. Available colors are Midnight Black and Sunrise Orange.

Sony Philippines has officially introduced 1000X THE COLLEXION to the local market. This marks the Philippine debut of its newest flagship headphones.

The premium headphones build on a decade of Sony’s 1000X lineup. It’s a combination of refined design and advanced audio technologies. They feature a bespoke driver unit, Edge-AI powered DSEE Ultimate, 360 Reality Audio Upmix, and Sony’s signature noise cancellation technology.

Sony also focused on comfort. The headphones are equipped with premium metal accents, refined faux leather developed over two years, and an ergonomic design for extended listening sessions. They come in Black and White finishes.

Price and availability

The 1000X THE COLLEXION is now available in the Philippines for PhP 36,999. They are in Sony Centres and authorized Sony dealers nationwide.

Philippine debut celebrates a decade of 1000X

Sony introduced the headphones through an immersive showcase that celebrated the 10th anniversary of the 1000X series, which began with the MDR-1000X in 2016.

The event featured a ballet-inspired product reveal before Sony Philippines President and Managing Director Shuhei Sugihara and Marketing Director Kentaro Imamura welcomed guests and shared the vision behind the company’s latest flagship headphones.

A live performance by A-Team and a fashion showcase styled by Gian Romano highlighted the headphones’ premium design.

The program also featured Talk That Talk. It’s a panel discussion moderated by Rammy Bitong with fashion designer Rajo Laurel, entrepreneur Mika Lagdameo, creative director Daryl Chang, and AGC Power Holdings Corp. Chairman and CEO Archie Carrasco. The discussion explored how sound influences creativity, productivity, entrepreneurship, and self-expression.

Guests also experienced interactive installations. This includes the Tech Showcase Lounge, which highlighted the engineering behind the headphones, and the Soundcapes booth, where synchronized music and visuals demonstrated the headphones’ audio capabilities.