July 17, 2026 – SEGA is thrilled to announce that SEGA STORE BEIJING is set to open at the massive Chaoyang Joy City shopping complex on July 18, 2026.
The world’s first SEGA STORE opened in Shanghai in May 2025, followed by SEGA STORE TOKYO, the company’s first flagship store in Japan, in July 2025. Now, the third brick-and-mortar SEGA STORE is coming to Beijing.
SEGA STORE BEIJING, the franchise’s second location in China, offers the same products as SEGA STORE SHANGHAI, along with a selection of Beijing-exclusive SEGA and ATLUS items, demo stations, and unique attractions.
SEGA STORE BEIJING Store Overview
Location: B1, Chaoyang Joy City, Chaoyang North Road No. 101, Chaoyang, Beijing, China
Business Hours: 10:00 – 22:00 (Closed on unspecified days)
SEGA STORE Official Social Media:
As part of its Transmedia strategy, SEGA continues to expand its gaming IP across film, music, retail, merchandise, and more. Through SEGA STORE, the company continues to grow its real-world presence and deliver joy around the globe.