BEIJING (Kyodo) — Major Japanese game company Sega Corp. on Saturday opened an official permanent store in Beijing selling character goods, the second of its kind in China after one in Shanghai, with more than 100 fans flocking to the new shop.
Many customers sought items of popular Sega games including the Persona and Sonic the Hedgehog video game series.
A woman in her 20s, who was holding a bag featuring characters from the Like a Dragon and Yakuza game series, said she did not care about the ongoing diplomatic row between China and Japan, adding, “We should think about politics and personal hobbies separately.”
The world’s second-largest economy has recently seen a rise in “emotional consumption,” or spending on goods and services that provide a sense of comfort or personal satisfaction. In 2025, the market size of character merchandise in China was estimated to have reached 200 billion yuan ($29.5 billion).
Sega Executive Vice President Justin Scarpone said he was glad to see many customers lining up before the new store’s opening, adding the company has been developing items while respecting local culture and society.
In June, another major Japanese game company Square Enix Co. opened an officially licensed shop in Shanghai.