Sega is about to open a brand new store in Tokyo, Japan: Tokyo Sega Store.

Sega did not disclose specific details when announcing the news on social media, but the new store is expected to be located in the Shibuya PARCO commercial complex, adjacent to Capcom's official store, Pokémon Center and Tokyo's Nintendo store.

Justin Scarpen, head of Sega's cross-media business, said last year that it's time to get "the Sega brand (not just Sonic) to the consumer."

“Our product portfolio is very broad, but the common point is the Sega brand,” Scarpen mentioned at the time. “Sega as a brand already has an amazing fan base and we need to take care of these fans, provide them with a new experience while being more proud to be branded with Sega.

"It's really exciting, we need to do more of this because Sega, as a consumer brand, has unexpectedly insufficient exposure to consumers. Sonic is well known, but Sega itself is not."

In addition, the second store is expected to open in Shanghai, but there is no news of entering the European and American markets yet.