Guide · Akihabara

Part of: Anime Places to Visit in Tokyo: 9 Real Spots

SEGA Store Tokyo: Sega's Flagship in Shibuya PARCO for Sonic, Like a Dragon and Atlus Fans

SEGA STORE TOKYO is Sega's first flagship store in Japan, opened on 18 July 2025 on the 6th floor of Shibuya PARCO, 15-1 Udagawachō. It sells goods for Sega and Atlus game characters, from Sonic the Hedgehog to the Like a Dragon series, including items sold only at SEGA STORE and its own SEGA Cooro plush series. On expected busy days, such as its first anniversary, it has handed out timed entry tickets. A second flagship, SEGA STORE OSAKA, opened in Shinsaibashi PARCO on 2 October 2026. I run private anime tours in Akihabara most weeks, and this is the Sega stop I suggest to game fans.

The store also uses a 3D hologram display, and the same PARCO floor has Nintendo TOKYO, Pokémon Center Shibuya and Capcom.

What can you buy at SEGA STORE TOKYO?

Character goods from Sega and Atlus games, with store-only items. Sega's opening announcement highlighted a Sonic toy designed by collage artist Kōsuke Kawamura, a BE@RBRICK Sonic Chrome version, and SEGA Cooro, a palm-sized plush series whose first wave covered six Sonic characters and three from Like a Dragon.

The store says there are many more new items; the official site lists current releases. For the Akihabara side of your trip, my Akihabara anime tour plans the shops around your series.

Where is SEGA STORE TOKYO?

On Shibuya PARCO's 6th floor, "Cyberspace Shibuya", at 15-1 Udagawachō, Shibuya City. It closes on irregular days, so check the official site. The floor also has Pokémon Center Shibuya, Nintendo TOKYO, JUMP SHOP, CAPCOM STORE TOKYO, THE★JOJO WORLD and the Godzilla Store.

Pokémon Center Tokyo and Jump Shop Tokyo cover two of its neighbours.

Do you need a ticket for SEGA STORE TOKYO?

Usually not. On expected busy days the store hands out timed entry tickets; for example, it did so from 17 to 20 July 2026 around its first anniversary, when Sonic appeared in the store. Check the store's news before visiting on a launch day or holiday.

This is the honest section. Sega's store is about official goods and exclusives rather than games or play areas, so it is a shopping stop. If you want to play arcade games, Akihabara's arcades are the place; Akihabara arcades lists them.

What is new for Sega fans in autumn 2026?

SEGA STORE OSAKA opened on 2 October 2026 in Shinsaibashi PARCO, Sega's first flagship in the Kansai region, and Sega has started a Sonic the Hedgehog 35th-anniversary campaign with Tokyo Metro. Check Sega's topics page for details.

If you shop tax-free on your trip, from 1 November 2026 you pay the tax at the till and get it back after a customs check at the airport; tax-free shopping in Japan after November 2026 explains.

Frequently asked questions

Where is the SEGA Store in Tokyo? On the 6th floor of Shibuya PARCO, 15-1 Udagawachō, Shibuya.

Does SEGA STORE TOKYO sell Sonic merchandise? Yes, including SEGA STORE-only items and SEGA Cooro plush.

Does SEGA STORE TOKYO sell Like a Dragon goods? Yes. SEGA Cooro plush include Kazuma Kiryu, Ichiban Kasuga and Goro Majima.

Is there a SEGA Store in Osaka? Yes. SEGA STORE OSAKA opened in Shinsaibashi PARCO on 2 October 2026.

Do I need a ticket for SEGA STORE TOKYO? Usually not, but on busy days it hands out timed entry tickets.

Sonic in Shibuya, the rest of your games in Akihabara

If you would like Akihabara's game and anime floors chosen around what you play, Adventure in Akihabara with Anime is my private half-day walk, three to four hours, never shared with other guests. The price is on the tour page.

About the author. I am Yuuki, a Japanese teacher and Akihabara anime tour guide based in Tokyo. I run private anime tours here most weeks, rated 4.96★ on Airbnb across 171 reviews. I have watched over 1,500 anime series, which is either a qualification or a warning depending on your point of view.

See the Akihabara anime tour →

Sources: Sega, SEGA STORE TOKYO opening announcement (first flagship in Japan; 18 July 2025; Shibuya PARCO 6F "Cyberspace Shibuya"; store design and 3D hologram; exclusive items; SEGA Cooro first wave; address; irregular closures; SEGA STORE ONLINE; topics list including SEGA STORE OSAKA on 2 October 2026 and the Sonic 35th × Tokyo Metro campaign) and SEGA STORE TOKYO official site (Sega and Atlus character goods; timed entry tickets 17–20 July 2026; first-anniversary Sonic appearance; Sonic × Britto on 23 July 2026; ATLUS D SHOP); Shibuya PARCO, 6F floor guide. All checked 4 October 2026. Opening hours and prices are deliberately not given.