SEGA Store Tokyo: We Visited The New Gaming Mecca in Shibuya

Home to some of the most iconic video game franchises like Sonic, Persona, and Yakuza (currently rebranded as Like a Dragon), SEGA opened its newest physical store this past weekend in Shibuya, Tokyo.

While the first few days required advance reservations and tickets distributed early in the morning, yesterday, which was the first weekday after opening, it was enough to wait in a relatively small line. We took the opportunity to visit the store and bring you all the details.

Under the characteristic blue lights of the company, the new SEGA Store Tokyo, curiously only the brand's second physical store worldwide, with the first located in Shanghai, arrived with the mission to win over its devoted fans. And I can confess: I couldn't resist and ended up taking some items home!

Sonic: The Store's Main Star

The largest area of the establishment is dedicated to Sonic, the brand's main mascot. With an impressive Shadow statue greeting visitors at the entrance, there's an extensive selection of the famous blue hedgehog's merchandise: plushies of various sizes, collectible action figures, themed stationery items, stylish scarves, and even cozy slippers. Several of these products are store exclusives, impossible to find at other retailers.


One of the major highlights is the Cosbi Collection, a line of Sonic and friends figures in the super deformed style, characterized by proportionally larger heads. Since many limited items allow only one unit per person, including those from this special collection, completing the entire series will require multiple store visits.

Yakuza (Like a Dragon): Authentic Yakuza Style

The Yakuza series products stand out with their design inspired by Japanese mafia aesthetics, an element that fascinates many admirers. These items work as perfect gifts even for those who appreciate Japanese culture without necessarily knowing SEGA's franchise. For true fans, there are bolder options like t-shirts and pillows featuring the protagonists' faces.

Persona and Other Atlus Franchises

With the acquisition of Atlus, SEGA incorporated the acclaimed Persona series, represented in the store through Persona 5 Royal and Persona 3 Reload. As a big fan of the franchise, I was tempted by the elegant watches decorated with character illustrations, but due to the high price, I opted for a collectible figure instead. Although the Persona 4 Revival remake has already been announced, related products aren't available yet, which is a situation that will certainly change in the coming months.


Besides Persona, Metaphor: ReFantazio and Shin Megami Tensei V also make their presence known as representatives of the company's RPGs. Other series beloved by fans, such as Hatsune Miku and Puyo Puyo, round out the catalog with products that will surely please their respective audiences.

Strategic Location in Shibuya

Located on the sixth floor of the Parco department store in Shibuya, SEGA Store Tokyo shares the space with other stores aimed at gamers and otaku, including Nintendo Store, Pokémon Center, Capcom Store, Jump Store, and the most recent addition: Godzilla Store. This concentration creates a true paradise for Japanese pop culture enthusiasts.

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SEGA Store Tokyo
15 Udagawacho, Shibuya, Tokyo 150-0042
Open every day from 10AM to 9PM
Map: Google maps

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It's worth noting that various official SEGA products, including exclusive Sonic and Persona items, are available at several Japanese online stores. For international collectors interested in these unique products, Negai Japan offers proxy buying services, making it easy to purchase and import these items directly from Japan, ensuring authenticity and access to products that don't reach international markets.

If you don't know how a proxy works, we prepared a special guide with details about how a proxy can help you.

We also prepared a guide about making your first order through Negai Japan, making your purchase of Japanese treasures as easy as possible!