As of Friday 18 July 2025, the new SEGA Store Tokyo in Shibuya PARCO will be open, bringing with it a blend of nostalgia for SEGA’s beloved mascots—Sonic the Hedgehog chief amongst them, of course—and excitement for the present and future of gaming, including the Persona franchise and Yakuza: Like a Dragon.
Taking its place as Japan’s flagship SEGA store, this new addition to Shibuya PARCO’s sixth floor aims to deliver the “world of SEGA as an experience" alongside exclusive character goods, and it’s something we’ve been excited for since the store’s first announcement back in May.
Sonic fans—get your running shoes on!
If you visit the store between July 18–21, you can meet and greet the spiky superstar himself… Sonic!
SEGA Store Tokyo: The grand opening
Joining the people of Tokyo on this momentous occasion was:
- Shuji Utsumi: President & COO, Representative Director of SEGA
- Justin Scarpone: Executive Vice President, Head of Global Transmedia Group
- Yugo Hiramatsu: Shibuya PARCO General Manager
- Kosuke Kawamura: A well-known collage artist with exclusive Sonic designs
Each gave impassioned speeches about the decades of SEGA fandom making this—and the recently opened SEGA store in Shanghai—possible, as well as sharing hopes that this new flagship store would share the love of SEGA and its franchises with new generations.
Exclusive SEGA merchandise
As is true of the majority of stores on the sixth floor of Shibuya PARCO, one of the most exciting things about this new SEGA store is its merchandise, some of which are only available at this location.
A snapshot of the goods available at this shop includes:
- Sonic the Hedgehog x Kosuke Kawamura exclusive plush toy
- SEGA Cooro stuffed toy series, including Sonic and Yakuza characters
- SEGA & Atlus titles, including Persona 3, Persona 5, and Metaphor: ReFantazio
- SEGA tumblers in white, silver, gold, and black
Shibuya PARCO: A hub of gaming & anime
If you love games, anime, or both, Shibuya PARCO is the place to be. The sixth floor—which also goes by the name CYBERSPACE SHIBUYA—has gradually become a hub for gaming and pop culture. One can easily spend an afternoon, and a lot of money, exploring its lively stores, including the likes of Nintendo, the Pokémon Center, the Capcom Store, the JUMP Shop, the Godzilla Store, and a variety of limited-time stores such as the Death Stranding 2 pop-up.
For the latest on Sonic and his colorful cohort, keep an eye on the SEGA Official Instagram.
