SEGA STORE TOKYO” will open soon!
Mr. Shuji Utsumi, President and COO, SEGA CorporationSaiga NAK
We are pleased to open “SEGA STORE TOKYO” as a place that embodies our transmedia strategy, following the opening of “SEGA STORE SHANGHAI” in May 2025. Shibuya is one of Japan’s leading cultural hubs, where new trends are constantly emerging. CYBERSPACE SHIBUYA” on the 6th floor of Shibuya PARCO is a cultural center where the world’s top content, including games, gather. It is our great pleasure to open the SEGA STORE in such a location. “SEGA STORE TOKYO” brings together the creativity of SEGA and offers a wide variety of goods from popular IPs such as Sonic, Persona, and Yakuza. We hope to make SEGA STORE TOKYO a new base where people around the world can experience and deliver the world view of SEGA’s diverse IPs.
On July 18, 2025 (Friday), SEGA Corporation will open its first flagship store in Japan, “SEGA STORE TOKYO” on the 6th floor of Shibuya PARCO.
SEGA’s key strategy is not “multimedia,” which often aims for multi-faceted development of individual IPs, but ” transmedia, ” in which a single IP is used for media development in multiple fields. Shibuya PARCO’s 6th floor is a sacred place where Japan’s leading IPs such as Pokemon Center Shibuya, Nintendo TOKYO, TOKYO PARADE goods & cafe, JUMP SHOP, CAPCOM STORE TOKYO, and Godzilla Store Shibuya gather.
Yugo Hiramatsu, Manager of Shibuya PARCO, PARCO Inc.Saiga NAK
Shibuya PARCO opened in 1973, and with the reconstruction in 2019, we opened the new Shibuya PARCO and “CYBERSPACE SHIBUYA” on the 6th floor. However, it is our feeling that the building was not yet completed in 2019. We are renovating about 80 stores based on the concept of claiming demolition in 2025. One of the core stores is “SEGA STORE TOKYO”. It is the only one of its kind in Japan. I am sure that we will start collaborations with Mr. Kawamura and many other people on a daily basis. I am very much looking forward to this store being a catalyst for people from all over the world to come back and enjoy SEGA games and other various contents.
Artist/Graphic Designer Kosuke KawamuraSaiga NAK
I am very happy to be involved in this project with Sonic, whom I have also been familiar with since I was a child. I had a lot of freedom to use Sonic in the creation of this product. The pattern was designed by collaging and shredding the Sonic logo. All three of them have different patterns, so I hope you will be able to pick one up at the SEGA STORE TOKYO.
Promoting SEGA IP to domestic and inbound tourists
Mr. Shuji Utsumi, President and COO, SEGA CorporationSaiga NAK
– What is the significance of opening a flagship store in Japan at this time?
Mr. Utsumi: I think the way fans express their affection for IP is changing every day, and not just for games. For SEGA, after the Sonic movie and Persona hit, we decided that it was finally the right time to open a store that would meet the expectations of our fans.
– Please tell us about your expectations and goals for future collaborations.
Utsumi: Actually, we have started collaborating with Sonic overseas for the first time, for example, we have developed goods in collaboration with Romero Britto. There are many creators and artists in Japan as well, so we would like to come up with something that our fans will like.
– This floor is full of competitors as far as the eye can see.
Utsumi: It is an honor to be able to open a store in this location, but at the same time I feel nervous. However, we decided to open the restaurant because we knew that we could make a go of it here. In light of the huge success of the Sonic movie, I am sure that inbound visitors will also be interested in the products here, and I am sure that the buzz will spread overseas as well. We would like to send our message to the whole world from here in Shibuya.
Justin Scarpone, Managing Executive Officer and General Manager of Transmedia Business Division, SEGA CorporationSaiga NAK
– Did you receive a love call from Parco when you opened the store?
Justin Scarpone: I felt very honored when I heard about it. Utsumi and I talked about, “Are you sure you want to open a store? “, but we need to be recognized by fans around the world here in order to expand the multifaceted reach of our IP. We want as many people as possible to experience Sega’s IPs, and this is the perfect place to do so.
– What would you like to say to your overseas fans?
Utsumi: SEGA fans now have more reasons to come to Tokyo. Please visit SEGA STORE TOKYO and see the unique products. Check it out.
Praying for a hit game with a Japanese-style Kagamibiraki (sake barrel breaking) ceremony.
From left to right: Sonic, Justin Scarpone, Utsumi, Kawamura, and Hiramatsu.Saiga NAK
The opening ceremony ended with a Japanese-style Kagamibiraki.
From left to right: Sonic, Justin Scarpone, Mr. Utsumi, Mr. Kawamura, and Mr. Hiramatsu.Saiga NAK
The barrels were filled with cute, palm-sized plush toys from the new “SEGA Cooro” brand of plush toys, the first of which was…
Sonic
Tails
Knuckles
Emmy
Shadow
Dr. Eggman
Kazuma Kiryu
Kasuga Ichiban
Goro Majima
Goro Majima
SEGA STORE TOKYO” photo report!
Saiga NAK
SEGA STORE TOKYO” has a unique atmosphere with its blue-based store decorations.
Shadow the HedgehogSaiga NAK
Shadow welcomes you at the entrance.
Capsule ToysSaiga NAK
Capsule toys “Sonic the Hedgehog Emblem-Style Acrylic Keychain Collection” and “Mega Drive Package Acrylic Keychain Collection” are available.
Sonic the Hedgehog and Kosuke KawamuraSaiga NAK
Sonic collaborated with Kosuke Kawamura, who also took the stage at the opening ceremony.
Saiga NAK
First of all, Sonic and SEGA goods were all over the place!
Saiga NAK
Fuji and other tourist attractions. You can see the measures for inbound.
Project Sekai Colorful Stage! feat. Hatsune MikuSaiga NAK
Project Sekai Colorful Stage! feat. Hatsune Miku” corner. Vocaloid-related plush toys and other items are on display.
Oshare Majo Love and BerrySaiga NAK
Oshare Majo Love and Berry” will celebrate its 20th anniversary in 2024, and has attracted attention as a revival.
PuyopuyoSaiga NAK
Sega is known for its stable “Puyopuyo.
YakuzaSaiga NAK
Yakuza”, which is also popular overseas, is available in a very spacious area with a large lineup of products.
Goods related to each Atlus titleSaiga NAK
Atlus also offers a variety of goods related to “Metaphor: Refantaggio,” “Shin Megami Tensei V Vengeance,” “Persona 3 Reload,” and “Persona 5 The Royal.” Naturally, it’s Sega from one end to the other.
Open Commemorative Campaign
Saiga NAK
SEGA’s flagship store “SEGA STORE TOKYO” will open on July 18, 2025 (Friday). To celebrate the opening, customers will receive one “SEGA logo tumbler (all four colors)” at random for every purchase of 7,000 yen (tax included) or more in the store. In addition, from July 18 (Fri.) to 21 (Mon.), 2025, Sonic will appear at the store for a meet and greet! During this period, numbered admission tickets will be distributed to ease congestion, so please check the official “SEGA STORE TOKYO” website for more information.
Store Outline
Store name
SEGA STORE TOKYO
Address
Shibuya PARCO 6F, 15-1 Udagawacho, Shibuya-ku, Tokyo
Opening date
July 18, 2025 (Friday)
Opening hours
10:00 a.m. – 9:00 p.m.
Store area
34.1 tsubo
AloJapan.com