How Logan Paul Plans to Break the Pokémon Card Market… Again.

Last February, Logan Paul shocked the world by selling a PSA 10 Pikachu Illustrator for $16.5 million. The sale more than tripled the card's previous value, making it the most expensive trading card ever sold at auction (Guinness World Records, 2026).

But Paul couldn't even rest for a few months before starting his next Pokémon expedition, now on the hunt for the "Genesis" of Pokémon trading cards. These are the Pikachu and Jigglypuff cards from a 1996 CoroCoro Comic, the first two cards ever created for the franchise.

While the odds of Paul getting his hands on PSA 10 certified 1996 CoroCoro Pikachu and Jigglypuff cards are stacked against him, he has accomplished something that all marketers aspire to create: value.

Just last week, Paul shared his journey so far in pursuit of these cards, posting an hour long YouTube Video showing all the obstacles he has faced and all the money he’s spent. By doing so, he turned his chase into a story, setting stakes and recalling history.

With this, he was able to create value on two fronts: scarcity and culture. Throughout the video, he emphasized that while thousands of these cards already exist, there are ZERO Pikachus and only THREE Jigglypuffs with a PSA 10 certification, making the odds of finding one near zero. But with every phone call and every transaction, he slowly convinces the audience that he is getting closer and closer to achieving his goal. And with Paul hailing these cards as the “Adam & Eve” of Pokémon, he turned his pursuit of these highly rare Pokémon into one of legacy and history.

On July 30th at 9:30 p.m. EST, Paul will cap off his journey with a livestream where we will find out once and for all whether he will accomplish his ultimate goal. But regardless of the result, Paul has already gotten users invested not only in the destination but also in the journey itself, drawing millions of viewers and even more millions of dollars into the industry by telling a unique and compelling story.