SEGA STORE TOKYO Opening on July 18th: SEGA’s first flagship in Japan brings limited goods and more

(Photo: SEGA Corporation)

Some big news has been confirmed for gaming fans: SEGA’s very first official flagship store in Japan, branded as SEGA STORE TOKYO, is set to open on July 18th 2025 at Shibuya PARCO. This launch follows the successful debut of SEGA STORE SHANGHAI in May and marks a major milestone in the company’s broader transmedia strategy, which aims to grow SEGA’s global reach beyond video games into a full entertainment experience.

SEGA STORE SHANGHAI opened in May, with Tokyo’s store to open this month. (Photo: SEGA Corporation)

Located inside CYBERSPACE SHIBUYA, a floor of Shibuya PARCO that brings together manga, gaming, and media trends, the store features a colorful, energetic interior. You’ll find eye-catching visuals and futuristic elements like 3D holograms that highlight SEGA’s rich lineup of characters and worlds, along with exclusive merchandise you won’t find anywhere else.

Highlights include a striking Sonic the Hedgehog figure series designed by collage artist Kosuke Kawamura, known for his work on “Akira Art of the Wall” and UNIQLO UT collections. There’s also a limited BE@RBRICK Sonic Chrome figure and SEGA Cooro plushies, which are adorably sized so you can carry Sonic, Tails, or even Like a Dragon’s Kazuma Kiryu with you wherever you go.

The size of the SEGA Cooro plushies means you can carry them wherever you go! (Photo: SEGA Corporation)

To celebrate the grand opening, SEGA STORE TOKYO will be giving away exclusive tumblers with any purchase over 7,000 JPY, and they are available in white, black, silver, or the rare gold. If that wasn’t enough, visitors who stop by between July 18th to 21st will also have a chance to meet Sonic himself.

Visitors will have a chance to meet Sonic himself on the first few days of opening. (Photo: SEGA Corporation)

With this new flagship, SEGA is doubling down on Shibuya’s global reputation as a pop culture hub, creating a must-visit spot for both tourists and locals alike. The store is scheduled to open daily from 10am until 9pm, but for more details, head to the official site at sega.jp/segastore/tokyo.

Getting there

Shibuya PARCO is located approximately 5 minutes on foot from Shibuya Station’s Hachiko exit. The station is served by numerous lines including the JR Yamanote line, the Tokyo Metro’s Ginza, Hanzomon, and Fukutoshin lines, and the Keio Inokashira line.