Sega has confirmed plans to open a flagship store in Tokyo, Japan.

The publisher shared the news on social media, but didn’t specify where in Tokyo the new store will be located.

VGC previously reported that Sega Store Tokyo is expected to open in Shibuya Parco – a department store complex that also houses Capcom Store Tokyo, Pokémon Center Shibuya, and Nintendo Tokyo.

It highlighted that visitors had noticed construction signage in the complex with Sega’s font suggesting the arrival of the store.

Sega’s head of global transmedia Justin Scarpone told VGC last year that the store was set to open in summer 2025, and that another will open in Shanghai, China.

“One of the core things about our transmedia team is we are really focused on elevating and strengthening the Sega brand,” said Scarpone.

“If you go to retail today, you don’t see ‘Sega’ enough. For example, we’re opening a Sega store next summer in [Tokyo’s] Parco. We’re also going to be doing a similar project in Shanghai, where we’ll have a store there as well via a partner.”

He continued: “It’s really exciting and we need to do a lot more of that, because Sega is a consumer brand that is surprisingly not in front of customers enough. Sonic is, but Sega isn’t.”

VGC noted that Sega “generates nearly $1 billion in annual retail sales of toys, clothing, and merchandise alone”.