Sega Opens Up New Shop in Shanghai!

Believe it or not, despite the massive multinational success of Sonic the Hedgehog, Super Monkey Ball, Like a Dragon, and many other major video game franchises, Sega only has one dedicated merchandise store. But now, for the first time, Sega has officially launched its first dedicated store, Sega Shop, in Shanghai!

The History Of Sega Goes Back Decades

Many fans today may know Sega best as the creator of video game superstar Sonic the Hedgehog and as the parent company of countless other classic series. Phantasy Star, Golden Axe, and Shinobi (among many, many more) are just a handful of famous series from Sega.

Other fans remember Sega best for their line of video game consoles from the 80s and 90s, including the Master System, Sega Genesis, Saturn, and Dreamcast. Once upon a time, Sega was a primary player in the console market, rivaling only Nintendo.

Before their iconic blue hedgehog, Sega’s earliest days were relatively small, with the company being formed by two American men. In 1960, Martin Bromley and Richard Stewart founded Nihon Goraku Bussan.

The company soon absorbed the assets of its predecessor, Service Games of Japan. Five years later, after the acquisition of Rosen Enterprises, it was renamed Sega Enterprises, Ltd., the name “Sega” being a portmanteau of Service Games of Japan.

How did Sega develop onward?

Sega enjoyed mild success developing coin-operated games in the 1970s. Still, Sega developed its own home video game systems as the arcade market turned tumultuous and unprofitable by the early 1980s. Sega’s original line-up of systems was well-received, but the Master System struggled to compete against the might of Nintendo’s NES.

The release of the Sega Genesis and the subsequent debut of Sonic the Hedgehog in 1991 granted Sega a meteoric rise in popularity and success, cementing the Genesis as a central video game console during the 90s. 

However, as Sega fumbled through the rest of the decade, with the 32X, the Saturn, and the Dreamcast all becoming financial failures, Sega shuttered its console development and focused instead on becoming a third-party game developer. If a Sega diehard had been told in 1993 that Sonic would show up on a Nintendo console, their disbelief would have dropped them cold.

Are you looking for great snacks while shopping at your favorite store? Check out TokyoTreat! TokyoTreat delivers limited-edition Japanese noodles, drinks, snacks, and sweets right to your door, so you can enjoy the latest healthy Japanese drinks and snacks directly from Japan!

Sega opens a new store in Shanghai!

Sega finally opened its first permanent official merchandise store on April 30, 2025. This move took many decades and was long overdue. Surprisingly, the store is not in Japan or the US. It’s in Shanghai.

The Sega Shop is inside Bailian ZX Chuangqu Plaza, a large mall in central Shanghai. This is the first official spot where Sega fans can see all their favorite series together. China has a huge video game market, so Sega’s choice of Shanghai makes sense.

If the store performs well, there’s always the chance that more stores will open worldwide, too. New York City, Tokyo, and London would be great Sega Shop locations. Many other major cities could work, too. Sega is trying to bring back classic games like Streets of Rage, Shinobi, and Golden Axe. Other series may also return. Sega is testing if fans are still interested. They want to see if a real store makes sense.

You can also check out Joypolis in Tokyo!

While Sega Shop may be Sega’s first official merchandise store, it isn’t the first physical place fans can visit to support their favorite game series. Odaiba, a massive artificial island located within Tokyo Bay, is home to Joypolis, an indoor amusement park with many other fun activities.

Among them is an excellent selection of Sega goods within their gift shops and stores. It’s not the same as a whole, officially dedicated to Sega, but it’s still a great place to check out if you’re jonesing for some cute Tails and Amy swag while in the area.

Why should you be excited about a new Sega Store?

Opening one store in China may seem minor. But for Sega, it’s a big moment. Sonic will always be popular. Like a Dragon and other series have also done well. Recently, Sega has focused on reviving its past success. It’s bringing back fan-favorite games. It’s making live-action shows and movies.

Now, it’s opening an official store. These are all ways for Sega to get back in the game. If this works, Sega could return to its 90s glory. Are you excited for Sega’s new store? Let us know in the comments below! We would love to hear about your excitement for Sega swag!