SEGA CORPORATION will host the first official session by a Japanese gaming company at the Cannes Lions International Festival of Creativity 2026, one of the world's largest festivals of creativity, held in Cannes, France, from Monday, June 22 to Friday, June 26, 2026.

First Session Hosted by a Japanese Gaming Company! SEGA Heads to Cannes Lions, One of the World's Largest Festivals of Creativity

SEGA will host an official session at Cannes Lions, one of the world’s largest creative festivals, becoming the first Japanese game company to do so! ✨

The session will spotlight Sonic’s 35-year creative evolution and fandom, with Shuji Utsumi and Takashi Iizuka on stage.… pic.twitter.com/qYrAOHfSt2

— Sonic City ⋆★ Sonic News, Media & Community ★⋆🦔💨 (@soniccitynet) June 22, 2026

Held in Cannes, France, Cannes Lions is one of the world's largest festivals of creativity, where top creators and corporate leaders from around the globe share next-generation ideas and initiatives.
SEGA will host its first official session as a Japanese gaming company at this festival!

Official Session Themed Around the 35th Anniversary of Sonic! Discussing the Background of How a Gaming IP Grew into a Global Brand

In SEGA's official session, The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds, the panel will discuss the story behind the brand's growth, themed around the character Sonic, who celebrates his 35th anniversary in 2026.

Born in Japan, Sonic is now loved worldwide across generations.
The franchise achieved great success with its Hollywood movie in 2020.

Supporting this progress is Sonic's global fan community.
Focusing on the power of this fandom, the session will discuss how the brand achieved global growth.

Session details are as follows:

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

Speakers

Shuji Utsumi: SEGA CORPORATION President and COO
Takashi Iizuka: SEGA CORPORATION VP, Executive Officer, Sonic Creative Officer, Sega of America, Inc.
Tetsuya Honda: Honda Office PR strategist / CEO

You can check details of the session on the Cannes Lions Official Website.
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