<div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The surging price of </span><a href="https://www.9news.com.au/pokemon" rel="" target="" title="Pokémon"><span>Pokémon</span></a><span> products has been no secret over the past few years, with some turning the trading cards into a </span><a href="https://www.9news.com.au/national/pokemon-card-trading-how-lucy-makes-six-figures-buying-selling-cards-online/fa14a3d5-4369-46d6-b8e5-7f298be950cb" rel="" target="" title="lucrative side hustle"><span>lucrative side hustle</span></a><span>.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>And as the cards become a commodity, larger businesses are now following suit.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><a href="https://honey.nine.com.au/latest/sydney-couple-turn-side-hustle-into-millions-waves-never-die-exclusive/be4e1ff2-9cac-4d50-9c2a-1cf7cf3cead7" rel="" target="" title="George and Olivia Cozma"><span>George and Olivia Cozma</span></a><span> started their multi-million-dollar streetwear business, Waves Never Die, in 2018, out of their home in </span><a href="https://www.9news.com.au/sydney" rel="" target="" title="Sydney's"><span>Sydney's</span></a><span> west and have kept their finger on the pulse of upcoming trends ever since.</span></div></div><div><div id="adspot-mobile-medium"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The couple began selling high-end sneakers and streetwear from brands such as Supreme and Yeezy before adding coveted collectibles like Labubus and even Rhode beauty products into the mix during their highest demand.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>After transforming a Moorebank warehouse into a streetwear store and dessert shop, they now have their eyes set on Pokémon cards, a hobby that George claims is "going through the roof".</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"I've got 45 to 50-year-old men calling me. I had one guy ask me for 50 packs of the bundles.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"We're talking 50-year-old men who've transitioned from watches to Pokémon, because Pokémon holds more value than a Rolex."</span></div></div><div><div class="OUTBRAIN" data-reactroot="" data-src="//www.9news.com.au/national/how-pokemon-cards-are-becoming-an-australian-retail-survival-strategy/6f7af9f0-3d28-4b4b-bee6-1c44f55c2c5b" data-widget-id="AR_5"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"You buy a Rolex, you're gonna flip it maybe in a year and make [up to] five grand, while you buy 50 packs worth five grand, and you might pull out a card that's worth a few grand.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"It's got a gambling aspect, it's like a thrill."</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>George isn't wrong. Earlier this year, professional wrestler and YouTuber Logan Paul </span><a href="https://www.9news.com.au/national/logan-paul-pikachu-pokemon-card-sells-for-record-figure-at-auction/8f65ed01-6676-4b9b-9f30-c4cda711973c" rel="" target="" title="broke a world record"><span>broke a world record</span></a><span> after selling his Pikachu Illustrator card for an eye-watering $US16.5 million ($23.3 million) in an auction, a card many consider the rarest of all time.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>That is enough money to buy a harbourfront mansion in a luxury Sydney suburb, a garage full of </span><a href="https://www.9news.com.au/cars" rel="" target="" title="supercars"><span>supercars</span></a><span>, or, in this instance, a piece of holographic cardboard cased in plastic and gold. </span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Australian </span><a href="https://www.9news.com.au/youtube" rel="" target="" title="YouTuber"><span>YouTuber</span></a><span> Michael Anderson, better known as Unlisted Leaf, garnered more than 2.7 million subscribers and almost 1 billion views by opening Pokémon packs and even had the opportunity to reveal the value of a card that Paul opened in a pack live on stream in 2021.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"One of the most incredible cards I've ever filmed was the PSA 10 1st Edition Charizard, the same card that Logan Paul just sold for over $1 million," he told Nine.com.au.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"I got to reveal the PSA 10 grade of that card with its owner Will years before that sale, the whole day was very surreal."</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Anderson told Nine.com.au he believes that </span><a href="https://www.9news.com.au/covid-19" rel="" target="" title="COVID lockdowns"><span>COVID lockdowns</span></a><span> and influencers such as Paul promoting the trading cards created the "perfect storm" that skyrocketed collecting to new heights.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"I've seen card shows go from small events with maybe 100 attendees to massive conventions with thousands of people walking through the doors," he said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>That is the story for Trading Card Show </span><a href="https://www.9news.com.au/national" rel="" target="" title="Australia"><span>Australia</span></a><span> founders Drei and Blair, who say their event began in 2021 with 20 vendors at a small community hall in Sydney's Inner West before it became a national show.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"Each show seems to be breaking records. We just did one in </span><a href="https://www.9news.com.au/brisbane" rel="" target="" title="Brisbane"><span>Brisbane</span></a><span> with over 4500 people through the door," Blair said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>They say that Pokémon cards make up "at least 80 per cent" of tables at their shows, and they have seen cards worth as much as $80,000 at the events.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"Retail stores will always have a place in the hobby, though, especially as a space for people just to go during the week, to buy cards and sell cards," Blair said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Despite being one of the few secondary retailers flipping Pokémon products, George said it is only a matter of time before his competitors hop on the trend.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"Everyone's gonna start, I guarantee every secondary resell store in Australia will be selling Pokémon within the next two, three, four weeks, because no one is spending money on anything else.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"Pokémon sells out instantly, they've got to go to the secondary market.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"You just got to chase what's selling at the moment," George said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"In these current times, it's so tough, so we're hustling harder than ever."</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><em><strong><span>NEVER MISS A STORY:</span></strong></em><span> </span><em><span>Get your breaking news and exclusive stories first by following us across all platforms.</span></em></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><ul><li><em><strong><span>Download the 9NEWS App here via</span></strong></em><span> </span><a href="https://apps.apple.com/au/app/9news/id1010533727" target="" title=""><em><strong><span>Apple</span></strong></em></a><span> </span><em><strong><span>and</span></strong></em><span> </span><a href="https://play.google.com/store/apps/details?id=nineNewsAlerts.nine.com&amp;hl=en_AU&amp;pli=1" target="" title=""><em><strong><span>Google Play</span></strong></em></a></li><li><em><strong><span>Make 9News your preferred source on Google by</span></strong></em><span> </span><a href="https://9.nine.com.au/8x987w" target="" title=""><em><strong><span>ticking this box here</span></strong></em></a></li><li><em><strong><span>Sign up to</span></strong></em><span> </span><a href="https://login.nine.com.au/edm?client_id=nineatnine" target="" title=""><em><strong><span>our breaking newsletter here</span></strong></em></a></li></ul></div></div>