Since the start of the pandemic, Pokémon trading cards have become a highly profitable product not only for The Pokémon Company but also for resellers who buy new sets in bulk and sell them at significantly inflated prices. To combat this trend, the company is introducing a new measure in Japan.

Implementation of Facial Recognition System

At several Pokémon Card Stores in Japan, customers are now required to verify their identity using a facial recognition system, including children of elementary school age. This system will initially be installed in five temporary stores operating from July 31 to August 16, 2026, coinciding with the release of the new Storm Emerald expansion. The stores are located in Natori, Chofu, Higashiura, Hiroshima-Fuchu, and Chikushino.

The system is designed to check whether a customer has already visited the store or received an entry ticket on the same day. Each visitor can obtain only one ticket or make one visit per day at each individual store. However, this restriction applies only to a single store, so in theory, customers could visit all five stores in one day. Information about the maximum number of booster packs available for purchase per customer has not yet been disclosed.

Reactions and Data Privacy Concerns

The introduction of the system has sparked mixed reactions among users, including on Reddit. Some support additional measures against resellers, while others are concerned about the collection of biometric data, especially from children. The company states that the collected data will be securely protected, used only for the stated purposes, and deleted after an unspecified period. However, the exact retention period and the level of system security have not been specified.

Limitations of Effectiveness

Among common observations is the point that the facial recognition system is unlikely to completely eliminate reseller activity, as professional resellers can send friends, relatives, or hired helpers to stores to purchase more cards. The effectiveness of the new measure and the possibility of expanding it beyond the five temporary stores in Japan remain uncertain.