World's first official SEGA store opens

SEGA has opened their first official dedicated store – and it’s surprisingly not located in Japan.

The company, which is headquartered in Tokyo, Japan, announced the grand opening of its first official worldwide store, “SEGA STORE SHANGHAI” on the 1st of May 2025.

The flagship location is situated within the “Bailian ZX Chuangqu Plaza,” a prominent shopping mall in the heart of Shanghai, China.

Japanese fans won’t have to wait much longer than their Chinese counterparts to explore the range of SEGA themed goods on sale though, as an official SEGA store will be opening in Tokyo, located inside the Shibuya Parco department complex, in Summer 2025.

The opening of the new SEGA STORE SHANGHAI has seen the Chinese store beat the upcoming Japanese location to the title of the world’s first official SEGA store by a matter of months.

SEGA STORE SHANGHAI is the world’s first official SEGA store

Recognizing the importance of its transmedia strategy, which seeks to offer new and unique experiences that transform the worlds of SEGA’s video games into new formats, the company established a dedicated Transmedia Business Headquarters in April 2024.

Leveraging its extensive library of intellectual property (IP) cultivated over its 65-year history, SEGA aims to expand its global presence by extending its IPs beyond games into various media and merchandise.

The new SEGA store will offer a range of merchandise based on series such as Super Monkey Ball and Puyo Puyo, amongst other top series from SEGA’s catalogue of games

The opening of this inaugural store signifies the company’s commitment to strengthening its transmedia development in physical spaces, with plans for future store openings under consideration.

SEGA STORE SHANGHAI is designed to be a flagship store that embodies the company’s transmedia vision.

The Yakuza and Persona series also have dedicated sections within the store

It will continuously offer a wide range of in-store experiences tailored to local preferences, including the sale of original, locally-designed merchandise, dedicated gaming experience corners, and engaging photo spots that allow visitors to immerse themselves in the worlds of SEGA’s popular games.

As can be expected, the store has a huge range of Sonic the Hedgehog merchandise on offer

SEGA’s stated goal is to bridge the gap between fans, transcending geographical and generational boundaries, and to focus on creating compelling experiences for fans.

Source: PR Times