Core Viewpoint - The article highlights Sega's strategic move to enhance its brand presence through the opening of its flagship store, "SEGA STORE TOKYO," in Shibuya, Japan, as part of its cross-media strategy to effectively utilize and promote its IPs [1][3]. Group 1 - Sega has opened its first flagship store in Japan, "SEGA STORE TOKYO," located on the 6th floor of Shibuya PARCO, following the establishment of "SEGA STORE SHANGHAI" in May 2025 [1][3]. - The store features a variety of merchandise related to popular game series such as "Sonic," "Yakuza," and "Persona," showcasing Sega's commitment to leveraging its IPs for sales [1][3]. - The store's highlight products include exclusive toys from the "Sonic" series, which are made using unique materials, emphasizing the creativity in product design [5].