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Gaming giant SEGA is making a big move into retail with the opening of SEGA STORE TOKYO, the company’s first flagship store in Japan. The store will open its doors on July 18, 2025, at Shibuya PARCO in one of Tokyo’s busiest districts. The new store will be located on the 6th floor of Shibuya PARCO in an area called CYBERSPACE SHIBUYA. This floor focuses on games, anime, and manga content for fans from around the world. The location puts SEGA right in the heart of one of Tokyo’s most popular tourist areas, where millions of visitors pass through each year.
SEGA designed the store to showcase all of its different game worlds and characters. Additionally, the space will feature materials that capture the feel of Shibuya along with 3D holograms and modern digital displays. The goal is to create an impressive space where fans can discover SEGA’s many different game series and characters.
7月18日(金) 、日本初となるセガの公式リアル店舗「SEGA STORE TOKYO」が、東京・渋谷PARCO6階にオープン！
ここでしか手に入らない限定商品や、新ぬいぐるみシリーズ「SEGA Cooro™️」などのグッズを多数取り揃えるほか、セガの世界観をここでしかできない「体験」として届ける拠点としていきます。 pic.twitter.com/ZwnlLDuSSb
— セガ公式アカウント🦔 (@SEGA_OFFICIAL) July 1, 2025
Exclusive Products You Can’t Get Elsewhere
The store will offer several items that fans can only buy at SEGA STORE TOKYO:
Artist Collaboration: SEGA teamed up with collage artist Kosuke Kawamura to create special Sonic the Hedgehog toys. Kawamura, who has worked on designs for major brands and was creative director for UNIQLO’s UT line, used his signature shredding and collage techniques to redesign the famous blue hedgehog.
Limited Edition Figures: The store will sell exclusive BE@RBRICK figures featuring Sonic in a chrome finish, available in both 100% and 400% sizes. These collectible figures are made by Medicom Toy specifically for the store opening.
New Plush Series: SEGA is launching a new line of small stuffed animals called “SEGA Cooro” that are designed to be carried around easily. The first batch includes six Sonic characters (Sonic, Tails, Knuckles, Amy, Shadow, and Dr. Eggman) plus three characters from the Yakuza game series (Kiryu Kazuma, Kasuga Ichiban, and Majima Goro).
The store will also stock a wide range of merchandise featuring characters from both SEGA and Atlus games. Furthermore, to celebrate the launch, SEGA has planned several special events. Furthermore, customers who spend 7,000 yen (about $47) or more will get a free SEGA logo tumbler in one of four colors – white, silver, black, or a rare gold version. Sonic the Hedgehog himself will also make appearances at the store on the opening weekend, greeting fans from July 18-21.
