DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.12.06
Where the World of SEGA Comes Alive in Striking, High-Tech Style
Nearest Station
SEGA STORE TOKYO is the first flagship store in Japan operated by SEGA CORPORATION. Conceived as a hub for celebrating SEGA’s extensive lineup of IP—built over its 65-year history and led by the iconic Sonic the Hedgehog—the store brings together exclusive merchandise, immersive visual installations, and a dynamic spatial design that lets visitors step directly into SEGA’s world.
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Opened in July 2025 inside Shibuya PARCO, SEGA STORE TOKYO is the first flagship store in Japan created by SEGA, the game company now celebrating its 65th anniversary.
As one of Japan’s leading game makers, SEGA has created numerous hit titles—including the Sonic series, the cinematic action-adventure franchise Like a Dragon, and the enduring puzzle classic Puyo Puyo. Over the years, fans have connected with SEGA not only through gameplay but also through their love of characters, music, and the distinctive worlds that define each franchise.
In response to this evolution, SEGA launched its “transmedia strategy,” a project that expands the appeal of its rich IP catalog across various media and merchandise, strengthening its global outreach. SEGA STORE TOKYO was opened as the central hub of this initiative, offering visitors the chance to experience SEGA’s world in a way only possible here.
Sonic the Hedgehog" is one of Sega's most popular IPs. It has also been made into a Hollywood movie series called "Sonic the Movie," which has grossed over one billion dollars at the worldwide box office.
Plush toys of Shadow the Hedgehog—a dark hero and Sonic’s rival—whose popularity surged following the 2024 film Sonic the Hedgehog 3.
The Like a Dragon series has gained many fans worldwide, including those who discovered it through game-streaming videos.
Merchandise from Metaphor: ReFantazio, released in 2024 by SEGA’s subsidiary ATLUS, is also available. The title was created by the developers behind Persona 3, Persona 4, and Persona 5.
Above the register, SEGA’s mission statement, “Empower the Gamers,” is proudly displayed.
SEGA believes that “video games have become a culture of their own,” and wants people of all backgrounds to enjoy its diverse IPs. Shibuya—Tokyo’s center of culture and trends—was chosen as the ideal location. The store is situated within CYBERSPACE SHIBUYA, on the 6th floor of Shibuya PARCO, a floor where cutting-edge Japanese content, such as anime, manga, and games, converges.
“SEGA STORE TOKYO” features a futuristic, cyber-inspired interior designed to feel like stepping straight into a game world. The store blends advanced visual technology with playful elements inspired by the 1990s—captivating fans of all ages and showcasing SEGA’s diverse IPs in exciting ways.
At the center of the store is the massive 3D hologram display “3D GHOST 200z.” This device spins an array of LED blades at high speed to project three-dimensional images created from afterimages, producing dynamic visuals that cannot be replicated by regular LCD screens. With a diameter of approximately two meters, this is Japan’s first permanent installation of a display of this scale.
The massive 3D hologram display at the store entrance projects dazzling 3D visuals of SEGA logos and characters, pulling visitors instantly into SEGA’s universe.
Other playful touches include a glass floor featuring a three-dimensional SEGA logo and a wall display filled with colorful capsule-toy–like balls. The interior blends SEGA’s creative spirit with interactive fun, creating an immersive environment that doubles as a perfect photo spot.
Look down to find a giant SEGA logo beneath the glass floor—a popular photo spot, especially among international visitors.
The wall display resembles an oversized capsule toy machine. Look closely, and you’ll spot a round-shaped Sonic figure on the upper tier, while functioning capsule machines offering collectibles sit below. Inside are keychains inspired by retro 1990s game cartridges and goods featuring SEGA’s popular IPs.
Souvenirs featuring SEGA’s corporate logo—ranging from apparel and lifestyle goods—are also popular among international visitors.
Fitting for Shibuya—birthplace of countless fashion trends—the store offers apparel and accessories featuring the SEGA logo, along with character goods from its hit game titles. One of the biggest highlights is the store-exclusive merchandise, including a “Sonic the Hedgehog” plush toy designed by collage artist Kosuke Kawamura to commemorate the store’s opening.
Known for his innovative collage work, Kawamura partnered with SEGA to create a one-of-a-kind item that blends IP culture with contemporary design. Each plush features its own unique print placements, meaning no two are exactly alike—a detail that resonates not only with SEGA fans but also with art–minded visitors.
A “Sonic the Hedgehog” plush designed by collage artist Kosuke Kawamura.
Each piece features a slightly different collage layout, making every plush truly one of a kind.
Three versions are available, each featuring randomly printed collage textiles. “Sonic the Hedgehog × Kosuke Kawamura” SEGA STORE Exclusive Plush: 3,960 yen each
To commemorate the store’s opening, a special collaboration with BE@RBRICK was released. BE@RBRICK SONIC THE HEDGEHOG CHROME Ver. (100% & 400%) : 19,800 yen
Store-exclusive sweatshirt featuring a bold SEGA logo rendered in sagara (loop embroidery) style: 13,200 yen
Retro-style ceramic mugs in soft vintage-inspired hues—perfect as gifts: 2,530 yen each
A collaboration T-shirt featuring the globally popular Like a Dragon series and the fashion brand “glamb”: 9,900 yen
Acrylic stands featuring iconic quotes from Like a Dragon 0: Oath of Place Director’s Cut. Goro Majima Ver. : 1,980 yen
Palm-sized SEGA Cooro™ Like a Dragon figures featuring Kazuma Kiryu, Ichiban Kasuga, and Goro Majima: 1,800 yen each.
SEGA STORE-exclusive SEGA Cooro™ plush series featuring Shadow, Sonic, Tails, and Knuckles: 1,800 yen each
©SEGA
The 6th floor of “CYBERSPACE SHIBUYA” in Shibuya PARCO, where the store is located, is open from 10:00 a.m. to 9:00 p.m. Other floors open from 11:00 a.m., and elevator/escalator access between floors begins around 11:15 a.m. If you plan to visit early in the morning, please check the official website below for entry details.
https://shibuya.parco.jp/pnews/detail/?id=31525
The information contained this article was correct as of December 06, 2025 (the time of publication)
