Written by Aarohi Narain
Sega has opened its first-ever official retail store in Japan. The new Sega Store Tokyo hit play on Friday, July 18, 2025, on the sixth floor of Shibuya Parco, bringing together decades of gaming history, exclusive merchandise, and a bit of futuristic flair.
The grand opening proved wildly popular. Justin Scarpone, Executive Vice President and Head of Global Transmedia at Sega, arrived at 7:30 a.m. to find more than 300 people lined up and waiting. “We’ve had visitors from all over Japan, and even from overseas,” he said. “One guest told us she came all the way from Finland.”
By 11 a.m., all of the day’s numbered-entry tickets had been claimed. That’s also when Sonic the Hedgehog arrived for a meet-and-greet, drawing excited cheers. He is expected to make more appearances at the store, until July 21.
What to expect inside
The store is packed with both general Sega goods and limited-edition merch. Artist collaborations are a big feature. One early standout is a special Sonic plush designed by artist Kosuke Kawamura.
“On the product side, my favorite part of the store is our range of exclusive goods,” said Scarpone. “We’re excited to collaborate with international artists as well in the future.”
In-store displays highlight a mix of retro and modern franchises, including Project Sekai: Colorful Stage, Metaphor: ReFantazio, Puyo Puyo, and Love and Berry.
As you wander through the store, the familiar soundtracks of Sega classics turn the space into a fully immersive, all-Sega soundscape. “I love the music,” said Scarpone. “It’s a big part of the whole experience.”
Japan’s first retail holographic display
Sega Store Tokyo is also setting a tech precedent. It’s the first shop in Japan to feature a holographic fan display: a 3D visual installation that can showcase new IP or game assets beamed in directly from Sega’s offices.
Looking ahead
The store follows the May 2025 opening of Sega Store Shanghai — a world-first — and reflects Sega’s broader effort to build physical spaces that celebrate its legacy and fanbase. If you’re in Tokyo, or just passing through Shibuya, it’s worth swinging by.
And as for the future?
“We’re planning a collaboration with DC Comics,” said Scarpone, “We’ve got a lot of exciting projects in the works.”
What to know before you go
- The Sega Store in Tokyo will be open daily from 10 a.m. to 9 p.m.
- A numbered-ticket system is being used from July 18–21. Plan to arrive early.
- Spend over ¥7,000 and you’ll get a limited-edition Sega logo tumbler (while supplies last).
While we do our best to ensure it’s correct, information is subject to change.
