Why is he popular is different to do you find him popular. So its about looking at the character objectively as opposed to subjectively.
Wolverine has a great gimmick as it is. Stoic, rough, tough, gruff archetypes have always been popular, so have underdogs and Wolverine is a literal dog who is short and so can walk under most tables without ducking. So are tortured souls who endure a lot of physical and mental and emotional pain. His powers are very interesting. The fact that he heals so fast means he will endure a lot of physical pain, and so whenever he sets out to achieve something, it becomes a matter of will. No human being can walk though a field of fire. Physically our body will go into shock, were will suffocate and so on. Wolverine's skin will melt his hair will burn his eyes will boil, he will feel pain, but he should be able to maintain consciousness. He should still be able to put one foot in front of the other, but will he? Well Wolverine would. Actually a lot of superheroes would, mentally, but a lot of people are implied as not being able to. Especially without a good reason.
Wolverine is also a cynic. When everyone is being laid back and inoffensive, having someone be aggressive can be very interesting. Boredom is when literally every character is the same. Diversity can create preferences but boredom? Personally of course. I find Wolverine boring lol, but for other reasons.
Oh he is a berserker with an iconic look as well. Anyway, mot just Wolverine, many characters similar to him are also very popular. Vegeta comes to mind. Anti-hero traits as well. That opens up a fairly broad category.
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