Sega Store Tokyo Opening Announced by Sega
▼ Summary
– Sega is launching a new store in Tokyo called Sega Store Tokyo, located in Shibuya’s Parco department complex.
– The store will be near other gaming brand outlets like Capcom, Pokémon Center, and Nintendo Tokyo.
– Sega aims to promote its broader brand identity, not just Sonic, to connect more with consumers.
– A second Sega store is planned for Shanghai, but no expansions to Europe or America have been announced yet.
– Sega’s transmedia boss emphasized the need to strengthen the Sega brand and cater to its existing fanbase.
Sega is bringing its iconic brand directly to fans with the upcoming launch of Sega Store Tokyo, a new retail destination set to open in Japan’s bustling Shibuya district. While details remain limited, the store will reportedly occupy space within the Parco department complex, placing it alongside other gaming giants like Capcom, Pokémon, and Nintendo.
The announcement came through a brief social media teaser, offering little beyond the store’s existence. However, Sega’s transmedia lead, Justin Scarpone, previously emphasized the company’s goal to elevate its broader brand identity, not just Sonic, in the eyes of consumers. “Our portfolio is diverse, but the unifying element is Sega itself,” Scarpone noted in an earlier interview. “There’s already a strong fanbase for the Sega brand, and we want to nurture that while creating fresh experiences that proudly carry our name.”
The move reflects Sega’s push to strengthen its direct connection with fans, particularly in regions where its presence has been overshadowed by individual franchises. While Sonic remains a global phenomenon, the company aims to spotlight its wider catalog of games and merchandise. Plans for a second location in Shanghai are also underway, though expansions into Western markets like Europe or America haven’t been confirmed.
In related news, Sonic Team’s longtime producer Takashi Iizuka recently discussed his decades-long journey with the franchise, highlighting how the series has evolved while staying true to its roots. With the new store, Sega seems poised to celebrate its legacy while forging a more visible retail footprint.
(Source: Eurogamer)
