SEGA is opening its first-ever official flagship store in Japan, SEGA STORE TOKYO, on July 18, 2025. Located on the sixth floor of Shibuya PARCO, the store will serve as a central hub for SEGA’s transmedia strategy, offering fans a new destination to explore and purchase exclusive SEGA and ATLUS merchandise.
Designed as an immersive experience, SEGA STORE TOKYO features a vibrant interior complete with cutting-edge 3D holograms and Shibuya-inspired aesthetics. The opening follows the debut of SEGA STORE SHANGHAI in May, marking the brand’s global retail expansion and its first permanent store in Japan.
Exclusive Products and Highlights
Sonic × Kosuke Kawamura Limited-Edition Toy Collection
Collage artist Kosuke Kawamura brings his signature shredded and layered aesthetic to a limited line of Sonic figures, blending avant-garde street art with Sonic’s iconic style. These figures are exclusive to SEGA STORE TOKYO.
BE@RBRICK Sonic the Hedgehog Chrome Ver. (100% & 400%)
To commemorate the grand opening, a metallic BE@RBRICK Sonic will be available in 100% and 400% sizes. Produced in collaboration with MEDICOM TOY, this figure is a must-have for collectors.
New Plush Series: SEGA Cooro
The debut of the SEGA Cooro™ series introduces palm-sized plush mascots featuring Sonic, Tails, Knuckles, Amy, Shadow, and Dr. Eggman, as well as Kazuma Kiryu, Ichiban Kasuga, and Goro Majima from the Yakuza series.
Extensive SEGA and ATLUS Merchandise
The store will carry a wide range of exclusive goods spanning SEGA’s biggest franchises, including Sonic the Hedgehog, Yakuza, and Persona—with rotating seasonal collections and event tie-ins.
Opening Events and Giveaways
Customers who spend over ¥7,000 (tax included) during the grand opening will receive a limited-edition SEGA-logo tumbler in one of four colors: white, silver, black, or the ultra-rare gold version—available while supplies last.
Sonic himself will make live appearances at the store from July 18 to 21, greeting fans and celebrating the launch in person.
Store Information
Name: SEGA STORE TOKYO
Opening Date: July 18, 2025
Address: Shibuya PARCO 6F, 15-1 Udagawacho, Shibuya-ku, Tokyo
Hours: 10:00–21:00 (subject to change)
Floor Area: Approx. 112.7 m² (34.1 tsubo)
SEGA STORE ONLINE
Coinciding with the launch, SEGA’s existing online shop hosted on Ebten will be rebranded as SEGA STORE ONLINE, continuing to offer official SEGA merchandise worldwide.
With SEGA’s transmedia strategy expanding across games, merchandise, and immersive retail spaces, SEGA STORE TOKYO is set to become a flagship destination for fans. Whether shopping in person or online, the Blue Blur’s world is now more accessible than ever.
Stay tuned to Sonic City for more Sonic Merchandise News and Updates.
Source: Famitsu
