Not that one, the OTHER theme tune. On 25 October, meme-tastic master singer Tengger, collaborated with Nintendo’s official Pokémon account to release a Mandarin cover version of the original Japanese theme from the anime’s first season based on the 1997 game series, “Mezase Pokémon Master” (also known as “Aim to be a Pokémon master).
The unlikely but very fitting collaboration was to celebrate the belated official release of the 2018 Pokémon: Let’s Go, Pikachu! and Pokémon: Let’s Go, Eevee! video games in Mainland China. Both games are remakes of the original Pokémon Yellow from 1998, coinciding with the first season of the anime. The music video of Tengger’s cover, for that reason, features plushies and costumed mascots of Pikachu and Eevee, who were both part of Pokémon Gen 1.
The theme was originally sung by Japanese voice actress and singer Rica Matsumoto, who also voiced the now-iconic Ash Ketchum (or Satoshi in Japan) in the Japanese version. The anime, when first aired in China, retained the Japanese opening theme in the Mainland while a Cantonese version, performed by Leo Ku Kui-kei was used in the Hong Kong airing.
Nintendo has been frequently launching localised campaigns for its Pokémon IP, from the heart-warming Chinese New Year and Mid-Autumn promotional videos to the meme-tic collaboration with Tengger. Tengger has been a meme icon, especially in the ACGN (anime, comics, games and light novels) world since as early as 2021. Ethnically Mongolian, Tengger used to be known for his masculine and wild looks, as well as his deep and open voice. This has transformed him into the perfect meme for covering themes from animes, especially those sung by female vocalists.
Nintendo’s choice of song and singer, therefore, combines nostalgia marketing and meme marketing, both of which provide enormous “emotional value” for the younger generations, whether it’s the ageing millennials who watched the anime during its original run or the Y2K-obsessed Gen Z who are well-versed in turn-of-the-century pop culture.
