Despite the global economy facing headwinds in recent years, the IP (Intellectual Property) industry has continued to thrive, repeatedly breaking revenue records. The anime and manga sector, in particular, has delivered outstanding performance. Here are the world’s top five most profitable IPs — with the well-known Marvel superhero universe ranking only ninth.
1st: Pokémon
Estimated Economic Value: ~$288 billion
According to Civixplorer data, Pokémon is the world’s most valuable IP, generating nearly double the revenue of the second-place holder and demonstrating unmatched earning power.
Since its debut in 1996, Pokémon has captured fans worldwide. Its video games have long been a major revenue driver, while recent mobile titles such as “Pokémon TCG Pocket” and “Pokémon GO” continue to break spending records. The Pokémon Trading Card Game (TCG) also delivers consistently strong sales. In early 2026, the new “PokéPark Kanto” area officially opened at Tokyo’s Yomiuri Land, successfully bringing the virtual world into the physical realm.
2nd: Hello Kitty
Estimated Economic Value: ~$88.5 billion
Hello Kitty, another iconic Japanese IP, was born on November 1, 1974, and celebrated its 50th anniversary in 2025. With a longer history than Pokémon, its merchandise remains extremely popular across a vast range of categories — from stationery and home goods to luxury fashion items.
Through its “Sanrio+” membership system, Sanrio effectively captures global fan consumption data, appealing to a wide demographic from young children to adult women. Notably, Sanrio Entertainment recently announced a major 10-year renovation plan for Sanrio Harmony Land in Kyushu, investing over ¥100 billion to create the new “Sky Paradise” zone and a new hotel, showcasing the company’s strong long-term vision and commercial resilience.
3rd: Winnie the Pooh
Estimated Economic Value: ~$76.7 billion
Among the top three, Winnie the Pooh is the oldest, with its character prototype dating back to 1926 — nearly a century ago. While the original version entered the public domain in 2025, Disney’s version remains protected. Through smart commercialisation, Disney has turned Winnie the Pooh into a leader in the global baby, infant, and home products market. Its revenue relies heavily on retail channels, particularly in Asia and North America. Looking ahead, Disney plans to enhance the “Hundred Acre Wood” experience in its theme parks and launch retro-style premium merchandise targeting adult consumers to maintain its premium positioning and high retail margins.
4th: Mickey Mouse
Estimated Economic Value: ~$74 billion
Mickey Mouse is Disney’s most iconic character and a cultural symbol. Its revenue streams are highly diversified, spanning film and television, theme parks, cruise lines, and extensive licensed merchandise. Although some early works have entered the public domain, Disney continues to reinvent Mickey using AI animation and digital assets in 2025. Today, Mickey is more than just a cartoon character — he serves as the ultimate “ticket” to the Disney experience. This deep integration with physical tourism has ensured steady, long-term growth in value.
5th: Star Wars
Estimated Economic Value: ~$73.7 billion
“Star Wars” pioneered the modern era of film merchandising. While box office earnings are significant, a large portion of its revenue comes from licensed products such as LEGO sets and high-end collectible models. In 2025, with the release of the series “Skeleton Crew” and multiple new films in development, the franchise is evolving from a movie-centric model into a continuously expanding “always-on” subscription universe. The ongoing expansion of “Star Wars: Galaxy’s Edge” at Disney parks, combined with immersive hotels, has successfully transformed cinematic nostalgia into high-margin real-world experiences.
9th: Marvel
Estimated Economic Value: ~$45.1 billion
Although Marvel’s superhero comics have decades of history, it was Marvel Studios and the Marvel Cinematic Universe (MCU) that truly propelled it into a global phenomenon — one of the fastest-growing media franchises of the 21st century. Revenue comes not only from record-breaking box office numbers but also from massive merchandising and theme park attractions. However, as the superhero boom cools, Marvel Studios has faced several recent box office setbacks. The upcoming “Avengers 5”, scheduled for release later this year, is widely seen as a critical turning point for the franchise’s future.
Japan’s Ministry of Economy, Trade and Industry and various industry reports highlight that Japan holds four spots in the global top 10 IPs (Pokémon, Hello Kitty, Anpanman, and Mario), underscoring the powerful influence of Japanese character IPs in tourism and licensing markets.
In Hong Kong, the IP and anime wave has been gaining strong momentum. In April 2026, the city hosted its first major IP event, “CON-CON HONG KONG 2026”, featuring large-scale exhibitions, interactive zones, and limited-edition merchandise.
At the end of May, the inaugural “Hong Kong Comic Con 2026” will also take place, with local star Louis Koo as ambassador. The star-studded lineup includes international heavyweights such as Mads Mikkelsen, Giancarlo Esposito, Christopher Lloyd, Jamie Campbell Bower (“Stranger Things”), actors from “Bridgerton”, Katie Leung (“Harry Potter”), and Daniel Logan (“Star Wars”).
Hong Kong is actively positioning itself as an “International Events Capital,” with more large-scale IP, anime, film, and gaming events planned for the future. On the commercial front, crossovers with anime IPs have become increasingly popular across industries, especially in F&B. Notable collaborations include Genki Sushi x “One Piece”, Sushi Express Hong Kong x “Frieren: Beyond Journey’s End”, and recent partnerships like Sushiro x “JoJo’s Bizarre Adventure”. More such collaborations are expected, benefiting anime fans who can enjoy themed food and exclusive merchandise while driving growth in the dining and retail sectors.
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