Key Facts
• SEGA opened its first permanent store, SEGA STORE TOKYO, on July 18, 2025.
• Located in Shibuya PARCO, the store targets youth and international visitors.
• The store features SEGA’s iconic character Sonic the Hedgehog at its entrance.
• The 2024 film ‘Sonic × Shadow TOKYO MISSION’ grossed $492 million globally.
• Merchandise includes figures, plush toys, badges, T-shirts, mugs, and pens.
• Popular series like ‘Yakuza’ (20th anniversary) and ‘Persona’ are prominently featured.
• SEGA’s Shanghai store reported high demand for ‘Persona’ merchandise.
• Nearby stores include Nintendo, Capcom, Pokémon, and Square Enix.
• SEGA established a Transmedia Business Division in 2024 to expand IP usage.
• SEGA STORE TOKYO operates daily from 10:00 AM to 9:00 PM.
Summary
SEGA has launched its first permanent merchandise store, SEGA STORE TOKYO, in Shibuya PARCO on July 18, 2025. The store aims to attract young customers and international tourists by leveraging its intellectual properties (IP), including iconic characters like Sonic the Hedgehog. The store offers a wide range of merchandise, from plush toys to apparel, and highlights popular franchises such as ‘Yakuza’ and ‘Persona.’ Nearby, other gaming giants like Nintendo, Capcom, and Square Enix have also established stores, intensifying competition in Shibuya’s gaming IP market. SEGA’s recent efforts to expand its IP through transmedia strategies, including films and merchandise, reflect its commitment to engaging fans and attracting new audiences. The store operates daily from 10:00 AM to 9:00 PM.
