Source: SEGA Publishing Korea

SEGA Publishing Korea (CEO Ko Saito) announced that 'SEGA STORE BEIJING,' the company's third permanent official store worldwide, will open on Saturday, July 18, at the 'Beijing Chaoyang Joy City' shopping mall in Beijing, China.

'SEGA STORE BEIJING' follows the opening of the world's first store, 'SEGA STORE SHANGHAI' (Shanghai, China) in May 2025, and Japan's first flagship store, 'SEGA STORE TOKYO' (Shibuya, Tokyo), which opened in July 2025.

As the second location in China, this store will feature the same product lineup as 'SEGA STORE SHANGHAI,' along with exclusive items available only at the Beijing location. Visitors can also enjoy special entertainment unique to official stores, including a wide range of original merchandise featuring SEGA and ATLUS intellectual properties, as well as dedicated game experience zones.

With a history spanning over 65 years, SEGA is pursuing a global transmedia strategy to expand its rich portfolio of IP beyond games into film, music, retail, and merchandise. The company plans to further strengthen its offline transmedia presence through the continued expansion of its SEGA Store business.