SEGA is a name that needs little introduction. From the early days of console gaming to the enduring legacy of Sonic the Hedgehog, the company has built a loyal global fanbase. Over the years, it has expanded far beyond video games, becoming a cultural icon through its work in films, collaborations with brands like LEGO, and a wide range of merchandise.
In late 2024, SEGA’s Head of Global Transmedia Group hinted in an interview at Gamescom Asia that the company planned to open an official store in Tokyo during summer 2025. The upcoming retail space is set to open at the Shibuya PARCO shopping complex, and is expected to showcase SEGA’s evolving presence in lifestyle and entertainment through immersive experiences and exclusive items.
Shibuya PARCO has become a hub for gaming and pop culture, already home to destination stores like Nintendo Tokyo, the Pokémon Center, and the Capcom Store. SEGA’s arrival will further cement the location as a must-visit for fans of Japanese games and character brands. While details are still under wraps, the new store is likely to feature SEGA’s major franchises such as Sonic, Persona, and Like a Dragon, along with interactive displays and fresh ways to engage with the brand.
The Tokyo flagship is set to follow on from the successful launch of SEGA’s first official outlet in Shanghai, which opened at the beginning of May. These physical stores are part of a broader strategy to strengthen the company’s global reach, with SEGA’s transmedia efforts now generating significant revenue in retail merchandise sales.
Rather than just another retail space, the Shibuya store is being billed as a full-scale experience for longtime fans and curious newcomers alike. More details are expected as the opening approaches, so keep an eye on the SEGA Official and Shibuya PARCO SNS accounts for updates.
