SEGA's new flagship Tokyo store opens to the public

SEGA has revealed the first look inside their soon to open flagship store in Tokyo, offering fans a glimpse of what they can expect to see when they visit.

“SEGA STORE TOKYO” will be located in Tokyo’s Shibuya district, and the store promises to offer an extensive range of merchandise from SEGA and ATLUS’ vast portfolio of game series.

The new store follows the successful launch of “SEGA STORE SHANGHAI” in May 2025.

The Shanghai store features a wide range of SEGA products

The new Tokyo store is designed to be an immersive experience and will incorporate cutting-edge 3D holograms to allow SEGA’s various characters to appear in the store.

sega store tokyo 3 — Holograms of characters like Sonic the Hedgehog will appear in the store

Now, SEGA has given fans the best look yet at what they can expect inside the store, with newly released images showing off several different ranges of merchandise and interior decorations, including a life-size statue of Shadow the Hedgehog.

SEGA STORE TOKYO 2 — The inside of the store was revealed at a press event by SEGA staff just days before it is due to open to the public – from left: Justin Scarpone (Sega Executive Vice President and General Manager of the Transmedia Business Division), Utsumi Shuji (Sega Representative Director, President and COO), Kawamura Kosuke (Artist/Graphic Designer), and Hiramatsu Yugo (Shibuya PARCO Store Manager)

Let’s take a tour of what’s been revealed so far!

The store will have dedicated sections for games including Sonic the Hedgehog, Like a Dragon, Persona and more:

There will be a number of different photogenic spots for fans to take commemorative photos:

A range of capsule toys will also be on sale:

As expected, Sonic the Hedgehog will have an extensive range of merchandise on sale, including several store exclusive items:

Hatsune Miku fans will want to check out the Project Sekai merchandise:

Like a Dragon/Yakuza also gets a dedicated area, with plushies, general merch and figures all on sale:

Two of ATLUS’ most popular games, Persona and Metaphor: ReFantazio will also be prominently featured:

Finally, you’ll be able to take photos of a life-size statue of Shadow the Hedgehog, which takes center stage in the store:

This is just a glimpse of what the store has on offer for SEGA fans to enjoy, so if you’re planning a trip to Tokyo, you’ll need to make sure you put the new SEGA STORE Tokyo on your itinerary.

SEGA has also revealed a list of many of the items that fans can expect to find in the new dedicated retail outlet, with some of the merch on offer set to be exclusive to SEGA STORE TOKYO:

Sonic The Hedgehog

The iconic blue hedgehog takes center stage with a range of new and exclusive merchandise.

SEGA Cooro

Cooro is SEGA’s new line of palm-sized plush toys.

Six characters from the “Sonic the Hedgehog” series, Sonic, Tails, Dr. Eggman, Knuckles, Amy, and Shadow, will be part of the initial launch.

SONIC Home Series Mini Pouch

These convenient, 180-degree opening pouches are perfect for cosmetics, pens, or mobile accessories.

It transforms into a tray when fully unzipped.

Acrylic Blocks

There are five designs that will allow fans to display the cover art of the classic games: “Sonic the Hedgehog,” “Sonic the Hedgehog 2,” “Sonic the Hedgehog 3,” “Sonic Adventure,” and “Sonic Adventure 2.”

Sonic the Hedgehog SEGA STORE TOKYO Exclusives

BE@RBRICK SONIC THE HEDGEHOG CHROME Ver. 100% & 400%

This special chrome-plated bear-block figure from Medicom Toy, released to commemorate the store’s opening, will be available in 100% and 400% sizes.

Sonic the Hedgehog x Kosuke Kawamura SEGA Store Exclusive Toy

Three types of plush toys have been designed by renowned collage artist Kosuke Kawamura.

They incorporate his signature shredder art and collage techniques.

Yakuza/Like a Dragon

Fans of the gritty crime drama series will find a strong selection of character-focused items.

SEGA Cooro

Alongside the “Sonic” characters, the “Yakuza” series will also be represented in the “SEGA Cooro” plush line with three characters: Kasuga Ichiban, Kiryu Kazuma, and Majima Goro.

Metal Badge Collection Premium Select vol.1&2

A collection of 20 shiny metal badges featuring characters from the “Yakuza/Like a Dragon” (Ryu ga Gotoku) series will be available for fans to collect.

“glamb” collaboration T-shirt

Three types of T-shirts produced in collaboration with the fashion brand “glamb” have been designed to celebrate the opening of the new store.

Acrylic Stands

Ten types of acrylic stands featuring in-game scenes and memorable lines from “Yakuza 0” will be available.

Characters include Kiryu Kazuma, Majima Gorou, Nishikiyama Akira, and more.

DIGSTA “Like a Dragon” Figures

There will be six figures of characters from the “Yakuza/Like a Dragon” series.

Each figure is produced with detailed digital modeling and printing to capture the characters’ expressions and appearance.

Project SEKAI COLORFUL STAGE! feat. Hatsune Miku

The popular rhythm game, which features Hatsune Miku and other Vocaloids alongside original characters, contributes a wide array of stationery and apparel:

Jet Stream Pen

26 different types of pens will be available to purchase.

Each one features stamp-style illustrations of an individual character.

Pin Badge vol.2

There are 26 different cute stamp illustration pin badges to collect, featuring a wide variety of characters from the game.

Stickers

26 types of stickers will be available, featuring many characters from the game.

T-shirt vol.2

Six types of T-shirts with large character prints on the front will be sold.

One shirt features established Vocaloid characters while the other five feature various groups from the game.

Nesoberi Stuffed Toy

The launch of the SEGA Store will see the re-release of 30 plush toys from SEGA’s popular Nesoberi line.

Love and Berry: Dress Up and Dance!

Celebrating its 20th anniversary, the arcade fashion game is collaborating with the popular Japanese doll Licca-chan for a range of new items to be sold at “SEGA STORE TOKYO”.

Clear Card

12 stylish clear card designs featuring Licca-chan dressed in “Love and Berry” style, perfect for smartphone cases, will be available.

Love and Berry x Licca-chan Acrylic Mini Diorama Collection

These mini acrylic dioramas feature six designs depicting Love and Berry in various outfits against themed backgrounds.

Love and Berry x Licca-chan Can Badge Collection

Fans can collect six glittery can badge designs featuring images from the Love and Berry x Licca-chan collaboration.

Fashionable Witch Love and Berry x Licca-chan Clear File Set

Six sets of clear files with background designs matching the dresses will be sold.

Fashionable Witches Love and Berry x Licca-chan Love Style & Berry Style

These two doll sets feature Licca-chan dolls in Love’s or Berry’s style, complete with multiple outfits and Licca-chan-sized fashion magic cards.

Puyo Puyo

The classic puzzle game series offers fun and functional desk items.

“Puyo Puyo” Desk Mat

These two desk mats have been designed to brighten up daily work, study, or gaming sessions.

“Puyo Puyo” Acrylic Block

These acrylic blocks feature cover art from five Puyo Puyo games and are designed to be used as three-dimensional interior decorations.

“Puyo Puyo!! Quest” Can Badge Collection

10 types of badges from the mobile game “Puyo Puyo!! Quest” will be sold at the store.

“Puyo Puyo!! Quest” Acrylic Mini Figure

Eight types of cute mini figures that can stand on their own without a pedestal will be available.

Puyo Puyo Nuquies

These six new squishy plush toys are made from unique textured fabric.

SEGA Originals

The store will also feature general merchandise celebrating the SEGA brand itself.

Logo Stuffed Toy

A cute, lap-sized plush of the iconic SEGA logo will be available.

Logo Plush Mascot

This smaller, portable version of the SEGA logo plush can be used as a keyring.

SEGA Embroidered Sweatshirt

Two types of sweatshirts featuring the SEGA logo in soft, fluffy sagura embroidery will be available for fans to purchase.

SEGA Eye Pillow

This eye pillow features the SEGA logo and is designed to soothe tired eyes.

SEGA Hardware Bright Arts Gallery

The store will sell six types of die-cast metal figures replicating classic SEGA hardware, complete with controllers.

The collection will include various versions of the Mega Drive/Genesis, Saturn, and Dreamcast.

Persona 3 Reload

Fans of the recently released remake of the popular RPG will find a variety of collectibles.

PalVerse Persona 3 Reload

Six collectible figures of different characters are available: the protagonist, Yukari Takeba, Junpei Iori, Akihiko Sanada, Mitsuru Kirijo, and Aigis.