SEGA Targets Tourists and Gamers with First Flagship Store in Tokyo
Japanese pop culture news edited by Patrick Macias
Sega enters Japan’s physical retail market with a flagship store in Tokyo’s Shibuya distrcit
Store location leverages growing international tourism and demand for Japanese IP
Part of a broader strategy to expand Sega’s branded merchandise and fan engagement
A New Retail Frontier for Sega
Sega will open its first-ever permanent store in Japan, SEGA STORE TOKYO, on July 18 on the sixth floor of Shibuya PARCO. The new flagship aims to solidify Sega’s brand presence by curating an immersive shopping experience built around its popular IPs and strategic positioning in one of Tokyo’s trendsetting districts.
The sixth floor of Shibuya PARCO already features major players like Nintendo TOKYO and Pokémon Center, forming a hub for Japanese pop culture targeting both domestic and international visitors. The mall has leaned heavily into Japan’s world-famous intellectual properties as part of an ongoing renovation project, recently adding locations for Godzilla Store and THE★JOJO WORLD.
This marks Sega’s second permanent store, following its debut in Shanghai earlier this year. The 34.1 tsubo (approximately 1,210 square feet or 113 square meters) location features a 3D hologram display at the entrance and visual design motifs inspired by urban Shibuya, such as silver tones, chain-link accents, and a transparent floor embedded with the Sega logo.
Launch Lineup Features Top Sega and Atlus Titles
At launch, the store will offer merchandise from Sonic the Hedgehog, Yakuza (Like a Dragon), Project Sekai: Colorful Stage! feat. Hatsune Miku, Oshare Majo: Love and Berry, Puyo Puyo, and Atlus titles like Persona 3 Reload, Persona 5 Royal, and Metaphor: ReFantazio. Items will rotate regularly in sync with new game releases and reissues.
In addition to core merchandise, the store will stock licensed goods such as miniature plush toys that clip onto bags, Japan-inspired designs, and products aimed at “kidults,” or adults who enjoy toys and collectibles. Sega also plans to drive engagement through artist collaborations and limited-time character items.
Tourism Shapes the Store’s Vision
Yugo Hiramatsu, general manager of Shibuya PARCO, noted that international tourism is driving much of the strategy behind the IP-centric sixth floor. He said that before the 2019 renovation, only about 15 percent of the mall’s visitors were from overseas, but that figure has now risen to around 40 percent. "When we thought about what overseas visitors truly want to see when they come to Japan, we realized we needed to gather IPs that best represent the country," said Hiramatsu. He added that PARCO is working with other companies to launch first-time retail concepts on the floor, saying, "We’re aiming for uniqueness and are even providing know-how for operating retail stores to help others launch their first stores here."
Sega COO Shuji Utsumi called Shibuya "a place where new trends are constantly born, and a hub that represents both Tokyo and Japan." He described opening a store there as "an honor," but admitted it also comes with pressure. Reflecting on Sega’s recent global momentum, he said, "With the success of Sonic the Hedgehog and the Persona series, we felt confident saying, ‘We can do this.’ That’s what led us to open the store."
A Global Vision for Sega’s IP Expansion
Justin Scarpone, Sega’s Executive Officer and Head of the Transmedia Business Division, emphasized the cultural importance of the location. "We’re thrilled to be joining this floor, which could honestly be called a sacred ground for Japanese pop culture. We want fans from all over the world to experience our content and immerse themselves in its universe in new ways."
To coincide with the opening, Sega will release the new palm-sized plush series SEGA Cooro, alongside early-release items like Sonic pouches (2,970 yen or approx. $19), eye pillows (2,640 yen or approx. $17), and room slippers (3,300 yen or approx. $21). Store-exclusive items include a limited-edition Sonic BE@RBRICK figure set priced at 19,800 yen (approx. $130), and a collaborative T-shirt from the Yakuza series and men’s fashion brand glamb (9,900 yen or approx. $65). Two new Sonic art toys designed by artist Kosuke Kawamura will also debut, each featuring a unique collage design (3,960 yen or approx. $26).
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