SEGA has announced its participation in J-POP.ZIP 2025, a pop-up event in Seoul celebrating Japanese pop culture and hosted by Universal Music Japan. Running from September 19 to 21 at Seongsu S50, the event will showcase Sonic the Hedgehog and the Persona series through immersive spaces, live performances, and exclusive merchandise.
Visitors to the SEGA/Atlus booth can enjoy themed areas including the Silent Disco Area, which blends Sonic and Persona photo spots with music listening stations, and the Game Trial Area, styled as a cozy room where fans can try upcoming titles. Featured games include Sonic Racing: CrossWorlds (PS5, launching September 25) and Persona 3 Reload (Nintendo Switch 2, launching October 23).
Attendees who explore either area will receive an exclusive record-shaped keychain containing a special event playlist, while supplies last.
Sonic music will also take center stage on September 20, when longtime series sound director Tomoya Ohtani performs a Sonic-only DJ set at 3:00 PM on the main stage, with visuals by KIKUZO. “I can’t wait to return to Korea after the Sonic fan meeting earlier this year!” Ohtani said. “I’ll be delivering an all-Sonic DJ set at J-POP.ZIP, so I look forward to seeing everyone at Seongsu.”
Exclusive merchandise will also be available at the booth, including Sonic and Persona games, as well as apparel from the MUSINSA x Sonic collaboration. Purchases come with the limited record-shaped playlist keychain as a bonus.
J-POP.ZIP 2025 runs from September 19–21 at Seongsu S50 in Seoul. Admission is free, though some live stage events may require tickets.
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