SEGA Concludes Basic Agreement with Thailand's C.P. Group to Explore Entertainment Collaboration in ASEAN Region

SEGA Corporation (hereinafter, SEGA) has signed a Memorandum of Understanding (MOU) with Charoen Pokphand Group Company Limited (hereinafter, C.P. Group), Thailand's largest conglomerate, toward considering collaboration opportunities in the entertainment sector in Thailand and its surrounding regions.

SEGA Concludes Basic Agreement with Thailand's C.P. Group!

セガ、タイのCPグループと、タイおよびASEAN地域におけるエンタテインメント分野での協業検討に向け基本合意を締結https://t.co/JAP5Kf8MhZ pic.twitter.com/YzkZ3FBzu4

— セガ公式アカウント🦔 (@SEGA_OFFICIAL) April 27, 2026

C.P. Group is Thailand's largest conglomerate.
It operates businesses in a wide range of fields, including food, agriculture, retail, consumer goods, telecommunications, and multimedia networks across 23 countries and regions.

SEGA has signed a Memorandum of Understanding with C.P. Group.
The objective is to establish a framework for considering collaboration opportunities in the entertainment sector in the Thailand and ASEAN regions, and to explore the possibility of phased commercialization.

Toward Building a Collaboration System: Basic Agreement Between SEGA and C.P. Group

PR TIMES

In this MOU, it is envisioned that the exploration of collaboration will proceed in multiple phases.
In the initial phase, considerations will be conducted toward business development utilizing global IPs such as Sonic and Angry Birds, as well as building a collaboration system with a view toward sustainable growth.
Furthermore, by fusing SEGA's IP and content creation capabilities with C.P. Group's broad business ecosystem, the aim is to provide new entertainment rooted in the region.

Comment from Haruki Sataomi, Representative Director, Chairman and CEO of SEGA Corporation

"We are very pleased to have reached a framework agreement with the C.P. Group, which has a strong business foundation in Thailand and across the Asian region.
Through this collaboration, we aim to further accelerate the global expansion of SEGA’s IPs and create new entertainment experiences for the ASEAN region and, ultimately, for audiences around the world."

Comment from Soopakij Chearavanont, Chairman of C.P. Group

"We are delighted to have reached a cooperation framework with SEGA, an organization that has continuously created world-renowned intellectual property. This collaboration will open opportunities for both parties to combine our strengths — to develop new IPs and bring the culture and values of the ASEAN region to the world stage."

Both companies plan to pursue further collaboration possibilities with a view toward joint IP development for the ASEAN region, business expansion utilizing product licensing and distribution routes, and expansion outside of Thailand in the future.
Attention is being drawn to the future movements of SEGA and C.P. Group.