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Being seriously, guys just listen.
Pokemon is almost a kids oriented anime wih shonen/adventure plot. The important fact is just see how the main character and his friends have their development and how beat their their obstacles. This worked in all of Ashanime.
XYZ generation just add a "romance" plot with the Serena's character appearance, and the amourshipping just became really popular and have very strong acceptance.
But remember, this a kids show no matter if there are teenagers and young adults watching it. "Love performances" will not have strong development because it isnt the center of the argument.
However despite this, the writers insist in make the "amourshipping" in one of the common plots in a lot of chapters and not just a few "hints" of jealousy and stuff.
There were a development by both sides in AshxSerena relationship, starting by a simple friendship a going growing up time to time, reaching even closest bonds.
You can not ignore the fact that Ash realized he won several times and go on because Serena and she became some important for him, but just he doesn't thought about if that bonds a feels where from friendship or something more. Ash is literally a potato in that way but that is his own way to be.
The only fact that makes an argument of amourshipping being canon or not is Ash's side. and you know? Chapter by chapter Ash become close and attentive to Serena, even in his flashback in the final chapter he remembers a lot of moments with her. More or less, he has strong bonds with Serena.
Saying that, let's go back to this is a kids show. The romance is just one of lot of more points of development. So this don't bring a minimal space of speculation because it doesn't matter and it not needed play with that.
Serena kisses him. and Ash realized at the moment how strong were her feelings and how were his, and that its enought.
By the way, I can consider the Amour canon because of all of that. If you dont want,happy for you.
