Shanghai, China —  SEGA has opened Sega Store Shanghai, its first official retail location.

Located inside the shopping mall Bailian ZX, in the center of Shanghai, SEGA’s new flagship store offers a variety of in-store experiences, including original merchandise designed with local flair, interactive displays, and memorable photo opportunities.

The store follows Sega establishing the Transmedia Business Unit in April 2024, expanding the company’s legendary IP portfolio spanning 65 years into other forms of media beyond gaming to provide fresh and exciting new content to fans across the globe. Beginning with the launch of SEGA’s first official store, the company is considering further expansion as it brings their transmedia strategy into real-world experiences.