SEGA is once again expanding its physical presence in Asia. Following the successful opening of a store in Shanghai in 2025 and its first flagship store in Japan in the middle of that same year, it’s now Beijing’s turn. SEGA STORE BEIJING officially opened on July 18, 2026, at the Chaoyang Joy City shopping center, one of the largest malls in China’s capital.
For us, this move by SEGA is worth noting. While many game publishers are scaling back their physical presence and focusing entirely on digital platforms, SEGA is doing the opposite: opening store after store in major Asian cities. This isn’t the first store, and it likely won’t be the last.
Third Store, Second City in China
SEGA STORE BEIJING is the third location globally after Shanghai and Tokyo, and SEGA’s second location in China. Interestingly, the store is strategically located in the basement (B1) of Chaoyang Joy City, at 101 Chaoyang North Road—an area known as one of Beijing’s busiest shopping districts.
In terms of products, SEGA STORE BEIJING essentially offers the same selection as SEGA STORE SHANGHAI. However, there are a few extras that make it a little more special: a number of exclusive SEGA and ATLUS items sold only in Beijing, plus demo stations and several unique attractions not found in other stores.
Unfortunately, the official announcement did not provide specific details about which exclusive items are included. We’re quite curious, given that ATLUS has a solid fan base thanks to franchises like Persona and Shin Megami Tensei.
This store is open every day from 10:00 a.m. to 10:00 p.m. local time, although SEGA has not specified whether there are any specific holidays outside of those operating hours.
Part of SEGA's Transmedia Strategy
Opening physical stores like this is actually nothing new in SEGA’s overall strategy. The Tokyo-based company openly cites “transmedia” as one of the main pillars of its business—that is, expanding its game IPs into various other mediums, such as film, music, retail, and merchandise.
In other words, the SEGA STORE isn’t just an ordinary souvenir shop—it’s part of SEGA’s effort to establish a tangible presence in the physical world, not just on screen. This makes perfect sense given SEGA’s extensive IP portfolio—ranging from Sonic the Hedgehog and Persona to Yakuza/Like a Dragon—all of which are prominently featured in the promotional visuals for the store’s opening.
For SEGA and ATLUS fans who happen to be in Beijing—or who are planning a visit there—SEGA STORE BEIJING is definitely worth adding to your itinerary. For more information about products and events at the store, SEGA recommends following the official SEGA STORE social media accounts on Weibo and Red (Xiaohongshu).
Let’s just wait and see if, after Shanghai, Tokyo, and Beijing, another city in Asia will be next in line.
