Sega has officially announced plans to open its first flagship retail store in Tokyo, Japan, marking a major step in the gaming company’s push to strengthen its brand presence worldwide. The new store, called Sega Store Tokyo, is said to be located in Tokyo’s popular Shibuya district inside the Parco department complex. This puts it alongside other major gaming stores like Nintendo Tokyo, the official Capcom store, and a Pokémon Center, all under the same roof.

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The announcement came through a video posted on Sega’s official Japanese social media account on Friday. While the company didn’t share many details in the announcement, visitors to the area have already spotted construction work and signage using Sega’s well-known font style.

The Tokyo store is part of Sega’s larger plan to make its brand more visible to fans around the world. We previously got to talk to Justin Scarpone, Sega’s head of global transmedia, where he said: “We are evolving into an entertainment company with games as our core business.”

Scarpone explained that while Sonic the Hedgehog is well-known everywhere, the Sega brand itself needs more attention. He noted that Sega is focusing on expanding their reach through various means: “We’re trying to increase our merchandise, trying to increase our location based entertainment offerings, trying to increase our licensees globally.”

Scarpone explained that while Sonic the Hedgehog is well-known everywhere, the Sega brand itself needs more attention. “If you go to retail today, you don’t see ‘Sega’ enough,” he noted, adding that “Sega is a consumer brand that is surprisingly not in front of customers enough. Sonic is, but Sega isn’t.”

According to previous reports, the Tokyo store is set to open in summer 2025. The store will likely feature merchandise from Sega’s most popular game series, including Sonic the Hedgehog, Persona, Like a Dragon, and other classic franchises.