Sega Holds First Official Session as a Japanese Game Company! The company discusses the story behind the growth of the “Sonic” brand at “Cannes Lions,” one of the world’s largest creative festivals.

SEGA Corporation will host the first official session by a Japanese game company at the " Cannes Lions International Festival of Creativity 2026 (hereinafter “Cannes Lions”), which will be held in Cannes, France, from Monday, June 22, 2026, to Friday, June 26, 2026.

First Session Hosted by a Japanese Game Company! Sega Heads to the World’s Largest Creative Festival, “Cannes Lions”

Held in Cannes, France, “Cannes Lions”is one of the world’s largest creative festivals, where top creators and corporate leaders from around the globe showcase next-generation ideas and initiatives to the world.
At this festival, Sega will host the first-ever official session by a Japanese game company!

An official session themed around “Sonic,” celebrating its 35th anniversary! We’ll discuss the story behind how a game IP grew into a global brand

PR TIMES

Sega’s official session, “The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds,” will explore the story behind the growth of the “Sonic” brand, which celebrates its 35th anniversary in 2026.

Born in Japan, Sonic is now beloved worldwide across generations.
In 2020, the Sonic franchise achieved success with a Hollywood movie.

Sonic’s global fan community has been the driving force behind this progress.
The session will focus on the power of this fandom and explore how the brand achieved global growth.

• Session Title: The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds
• Date and Time: Friday, June 26, 2026, 11:15–11:45 (local time)
• Venue: Forum (inside the Palais des Festivals)

Speakers

• Shuji Utsumi: Representative Director, President, and COO, SEGA Corporation
• Takashi Iizuka: Executive Officer and Sonic Creative Officer, SEGA Corporation
• Tetsuya Honda: Representative Director / PR Strategist, Honda Office Co., Ltd.

Details about the session can be found on the official Cannes Lions website.
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