SEGA STORE TOKYO grand opening to take place this July
SEGA has announced the grand opening date of “SEGA STORE TOKYO”, its first flagship store in Japan.
They previously confirmed that the new store would be located in the Shibuya PARCO building, within the “CYBERSPACE SHIBUYA” area, and have now announced when it is due to open.
The Tokyo store launch follows the successful opening of “SEGA STORE SHANGHAI” in May 2025.
SEGA has increasingly focused on a “transmedia strategy,” aiming to extend the reach and impact of its intellectual properties (IPs) beyond traditional video games into various forms of media and products.
This strategy seeks to leverage SEGA’s 65-year history of creating characters and game worlds by using them in non-gaming areas, such as producing feature films and creating merchandise.
The physical “SEGA STORE” locations are a direct result of this strategy, providing fans with products and experiences that can only be found in a dedicated retail store.
The choice of Shibuya PARCO for the “SEGA STORE TOKYO” locations makes sense as Shibuya is a major hub for youth culture, fashion, and entertainment, attracting both domestic and international tourists.
The “CYBERSPACE SHIBUYA” area on the 6th floor is specifically curated to gather cutting-edge content related to games, characters, and manga, making it a prime location to showcase SEGA’s diverse IP portfolio.
“CYBERSPACE SHIBUYA” is also home to several other stores belonging to video game companies, including Nintendo, Capcom, and Koei Tecmo.
SEGA has revealed that the store will feature advanced digital elements, including 3D holograms, to create an impressive and engaging environment for visitors to encounter a wide array of SEGA and Atlus IPs.
The product lineup at “SEGA STORE TOKYO” will be comprehensive, featuring merchandise from some of SEGA and Atlus’s most beloved titles.
Fans can expect the store to stock goods from the following series:
- “Sonic the Hedgehog”:
- SEGA’s iconic mascot, known for his high-speed adventures.
- “Yakuza/ Like a Dragon” (Ryu ga Gotoku):
- The acclaimed series famous for its intricate crime narratives and compelling characters like Kazuma Kiryu and Ichiban Kasuga.
- “Persona”:
- Atlus’s highly popular role-playing game franchise known for its stylish aesthetics, deep social simulation, and exploration of psychological themes.
Other series confirmed to be stocked by the store include the classic puzzle game Puyo Puyo and the Hatsune Miku game Project SEKAI Colorful Stage.
In addition to standard merchandise, “SEGA STORE TOKYO” will offer exclusive limited-edition items.
Among these are collaboration toys designed by Kosuke Kawamura, a renowned collage artist, graphic designer, and art director.
Kawamura is widely recognized for his work on projects such as the “AKIRA ART OF THE WALL” exhibition, where he collaborated with manga artist Katsuhiro Otomo to create monumental collages using imagery from the “Akira” manga on the exterior of Shibuya PARCO during its renovation from 2017 to 2019.
His distinct shredder art and collage techniques will be applied to “Sonic the Hedgehog” plush toys for this exclusive collection.
Another limited-edition item is the “BE@RBRICK SONIC THE HEDGEHOG CHROME Ver. 100% & 400%” from Medicom Toy.
BE@RBRICK figures are highly collectible designer toys known for their bear-like shape and collaborations with various artists, brands, and franchises.
A chrome-plated Sonic version will be a special commemorative release for the store’s opening.
The store will also mark the official launch of SEGA’s new plush toy series, “SEGA Cooro”.
These palm-sized mascot plushies will feature characters such as Sonic, Tails, Knuckles, Amy, Shadow, and Dr. Eggman from “Sonic the Hedgehog,” as well as Kazuma Kiryu, Ichiban Kasuga, and Goro Majima from “Like a Dragon.”
Prices for the items being sold at the new store have not yet been confirmed other than that each “SEGA Cooro” plush toys will be priced at 1,800 yen (approx. $12.49 USD / £9.09 GBP).
To celebrate its grand opening, “SEGA STORE TOKYO” will offer a special incentive to customers.
Customers who purchase over 7,000 yen (approx. $49.01 USD / £35.61 GBP) worth of goods (including tax) will receive a random “Sega logo tumbler” from a set of four colors: white, silver, black, and a rare gold variant.
Sonic the Hedgehog himself is also scheduled to make special appearances at the store on July 18th, 19th, 20th, and 21st, providing photo opportunities and greetings for fans.
This flagship store will officially open its doors on Friday, July 18th.
SEGA expects the grand opening to attract a large number of visitors and will impose admission restrictions during peak hours.
This will likely involve some form of ticketed entry to the store, but SEGA has advised that the exact details about how the restriction will be implemented are to be confirmed at a later date closer to the store’s opening.
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