Sega's 65th anniversary pop-up shop opens in Tokyo tomorrow
Sega is celebrating 65 years with a limited-time shop in Shibuya featuring exclusive artist collaborations and brand new merchandise.
To commemorate SEGA's 65th anniversary, a limited-time shop event called "SEGA 65th THE LIMITED SHOP" will be held at MIYASHITA PARK in Shibuya, Tokyo, from May 21, 2026, until May 28. Are you in Japan? If not, I really need to get there now. Sega announced the pop-up will sell a total of 40 types of limited items, including original and artist collaboration pieces, all newly designed for this week.
Sega's corporate roots are traced back to Service Games of Japan (founded 1954, originally Standard Games in 1951) and Rosen Enterprises (founded 1960). Nihon Goraku Bussan, established in June 1960 to take over Service Games of Japan's business, later merged with Rosen Enterprises in 1965 to form Sega Enterprises, Ltd. Over the last six and a half decades, they have dominated arcades with cabinets like OutRun and Virtua Fighter, fought brutal console wars with the Genesis and Dreamcast, and successfully transitioned into a massive third-party publisher responsible for the Sonic the Hedgehog, Like a Dragon, and Persona franchises.
The key visual for this new event focuses heavily on the letters "GA." It is a direct nod to "Service Games," the origin of the company's name.
Artist Collaborations and New Merchandise
The shop is split into two main categories of goods: original items and artist collaboration pieces. The original lineup includes apparel and accessories using both classic and modern Sega properties. Some of the designs use older games that have never received official merchandise before. Sega partnered with Anique Inc., a Tokyo-based IP production company, to develop the physical goods and the spatial design of the shop itself.
Closing at 6 PM on Thursday
The physical space inside MIYASHITA PARK's "Park in Park" area will host collaborative art exhibitions alongside the retail space.
It is a remarkably short window for a 65th anniversary celebration. Eight days is barely enough time to coordinate a trip, which makes the exclusive nature of the merchandise a bit painful for anyone outside of Tokyo. Until then, the Shibuya pop-up is the only place to get them.
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