On Thursday, July 16, 2025, the opening ceremony and preview of "SEGA STORE TOKYO" were held on the 6th floor of Shibuya PARCO.
Sega is finally expanding into the 6th floor of Shibuya PARCO, a "mecca" for Japanese anime and video game content.
"SEGA STORE TOKYO" Opening Soon!
Following the "SEGA STORE SHANGHAI," which opened in May 2025 as a place to embody our transmedia strategy, we are now opening "SEGA STORE TOKYO."
Shibuya is a leading cultural hub in Japan, where new trends are constantly emerging.
The 6th floor of Shibuya PARCO, "CYBERSPACE SHIBUYA," is precisely a cultural hub where top global content, including games, gathers.
It is a great pleasure for us to be able to open a SEGA STORE in such a place.
At "SEGA STORE TOKYO," Sega's creativity is brought together, and we have prepared a large number of goods for popular IPs such as Sonic, Persona, and Yakuza (Ryu Ga Gotoku Seriese).
We hope to make this a new base where people from all over the world can experience and enjoy the diverse worldview of Sega's IPs.
(Translated from Japanese)
On Friday, July 18, 2025, Sega Co., Ltd. will open "SEGA STORE TOKYO," Japan's first flagship store, on the 6th floor of Shibuya PARCO.
Sega emphasizes "transmedia," which involves developing a single IP across various media, rather than "multimedia," which often aims for multi-faceted development of individual IPs.
The 6th floor of Shibuya PARCO is a mecca where Japan's leading IPs gather, including Pokémon Center Shibuya, Nintendo TOKYO, TOKYO PARADE goods & cafe, JUMP SHOP, CAPCOM STORE TOKYO, and Godzilla Store Shibuya.
Shibuya PARCO opened in 1973, and with its reconstruction in 2019, we opened the new Shibuya PARCO and "CYBERSPACE SHIBUYA" on the 6th floor.
However, we felt that it was not yet complete in 2019.
In 2025, we are renewing approximately 80 stores under the concept of advocating deconstruction.
One of the core stores among them is this "SEGA STORE TOKYO."
This is the only one in Japan. I believe we will start many collaborations with Mr. Kawamura and many others every day.
We are very much looking forward to people from all over the world gathering here to enjoy various contents, including Sega games, through this store.
(Translated from Japanese)
I am very happy to be involved with Sonic, a character I have been familiar with since I was a child.
When creating these products, I was allowed to use Sonic quite freely.
The patterns are designed by collaging and shredding the Sonic logo.
Since all three figures have different patterns, I hope you will pick them up at "SEGA STORE TOKYO" and see them for yourselves.
(Translated from Japanese)
Appealing Sega IP to Domestic and Inbound Tourists
(Following blockquotes are translated from Japanese.)
― Please tell us the significance of opening a flagship store in Japan at this time.
Utsumi: I believe the way fans express their love for IP is changing daily, not just for games.
Sega has decided to open this store now because, after the big hits of the Sonic movies and Persona, we judged that the time had finally come when we could meet everyone's expectations by opening such a store.
― Please tell us about your expectations and goals for future collaborations.
Utsumi: Actually, we have started collaborations with Sonic overseas; for example, we are developing goods in collaboration with Romero Britto.
There are many creators and artists in Japan as well, so we want to think of things that fans will feel are "good."
― This floor is full of competitors as far as the eye can see. How will you differentiate yourselves?
Utsumi: Being able to open a store in this location is an honor, but it also comes with a sense of tension.
However, we decided to go ahead with the opening because we saw that we could succeed here.
Considering the huge success of the Sonic movies, I think the many products here will probably go viral overseas as well, especially with inbound tourists.
We want to transmit our message to the whole world from Shibuya.
― Did Parco also express interest in you opening a store here?
Justin Scarpone: When I heard about it, I felt it was a great honor.
I discussed with Utsumi, "Is it really okay (to open a store here)!?" But in order to expand our IP in multiple ways, we need to be recognized by fans around the world here.
We want many people to experience Sega's IP, so I think this is the best place for that.
― Please say a word to overseas fans.
Utsumi: Sega fans now have more reasons to come to Tokyo.
Please come and see the unique products at "SEGA STORE TOKYO."
Check it out.
Praying for Success with a Japanese-style Kagami-biraki Ceremony
The opening ceremony concluded with a Japanese-style kagami-biraki (sake barrel breaking) ceremony.
The contents of the barrel were the newly developed plushie brand "SEGA Cooro."
These cute palm-sized plushies will have 9 types in the first wave, including:
- Sonic
- Tails
- Knuckles
- Amy
- Shadow
- Dr. Eggman
- Kazuma Kiryu
- Ichiban Kasuga
- Goro Majima
"SEGA STORE TOKYO" Photo Report!
"SEGA STORE TOKYO" boasts a unique atmosphere on the floor with its blue-themed interior.
Shadow greets you at the entrance.
Capsule toys "Sonic the Hedgehog Emblem-style Acrylic Keychain Collection" and "Mega Drive Package Acrylic Keychain Collection" are set up.
There's also a collaborative Sonic with Kosuke Kawamura, who spoke at the opening ceremony.
First up, a wide array of Sonic and Sega merchandise.
There are also acrylic stands featuring collaborations with Mount Fuji and other Japanese tourist attractions.
Measures for inbound tourists are clearly visible.
The "Project SEKAI COLORFUL STAGE! feat. Hatsune Miku" area.
Vocaloid-related plushies and more are lined up.
"Love and Berry: Dress Up and Dance!," which celebrated its 20th anniversary in 2024 and garnered attention for its revival.
As expected from Sega, "Puyo Puyo."
"Yakuza (Ryu Ga Gotoku Seriese)," which is also highly popular overseas.
A very large space with a wide lineup of products.
Many goods related to Atlus titles such as "Metaphor: ReFantazio," "Shin Megami Tensei V Vengeance," "Persona 3 Reload," and "Persona 5 Royal" are also available.
As expected, it's all Sega from end to end.
Opening Commemorative Campaign Also!
Sega's long-awaited permanent flagship store, "SEGA STORE TOKYO," opens on Friday, July 18, 2025.
To commemorate the opening, for every purchase of 7,000 yen (tax included) or more in the store, you will receive one random "Sega Logo Tumbler (all 4 colors)."
Furthermore, Sonic will appear at the store for a greeting from Friday, July 18, to Monday, July 21, 2025 (public holiday)!
During the same period, admission tickets will be distributed to alleviate congestion, so please check various information on the "SEGA STORE TOKYO" official website.
| Store Overview | |
|---|---|
| Name | SEGA STORE TOKYO |
| Address | Shibuya PARCO 6F, 15-1 Udagawa-cho, Shibuya-ku, Tokyo |
| Opening Date | Friday, July 18, 2025 |
| Opening Hours | 10:00 AM - 9:00 PM |
| Store Area | Approx. 1,207 sq ft |