Last May, Nintendo opened its first authorized store in the Philippines. Now, from Sept. 1 to 13, SEGA is taking its turn to expand its presence for local gamers.
For a limited time, Filipino gamers can experience the worlds of SEGA and ATLUS at SM City North EDSA.
Starting Sept. 1, the SEGA-ATLUS Fest 2026 aims to draw crowds of gamers, collectors, and families eager to engage with the company’s iconic franchises.
While Nintendo has long been synonymous with gaming memories, SEGA holds a similar nostalgic value for many local players. Franchises such as Sonic the Hedgehog, Persona (part of the larger Shin Megami Tensei series), Like a Dragon(formerly Yakuza), Angry Birds, and arcade and mobile hits like CHUNITHM, maimai, and Hatsune Miku: Colorful Stage! remain widely popular in the country.
A destination for SEGA fans
SEGA-ATLUS Pop-up Shop. (IMAGE CREDIT: Neo Magtira)
Held inside SM City North EDSA, the event features themed booths, limited game trials for current and upcoming titles, interactive activities, and a pop-up store selling exclusive merchandise.
Inside the pop-up shop, shelves are stocked with fan-favorite items, including plush toys, keychains, and apparel inspired by SEGA’s catalog.
The themed booths allow attendees to test selected titles at dedicated demo stations.
A diversity of franchises
Clockwise, top left: Angry Birds, Like A Dragon (Yakuza), Project Sekai: Colorful Stage, Persona.
While Sonic remains the company’s most recognizable mascot, the event highlights a broader lineup of properties.
Featured titles presented at demo kiosks include Sonic Racing: Crossworlds, Metaphor: ReFantazio, and a surprise title for visitors to discover on-site.
The event also serves as a hub for fans of Japanese pop culture — particularly enthusiasts of Hatsune Miku and the broader Vocaloid franchise — with a space dedicated to the mobile rhythm game Hatsune Miku: Colorful Stage! (known locally as Project Sekai).
A growing local footprint
Much like the opening of the Nintendo Store at SM Makati, this event highlights the Philippines’ growing importance in the regional gaming market and acknowledges the local community that has supported the brand across generations.
The event also reflects the strong influence of Japanese pop culture in the country. Notably, prominent Vocaloid producer, illustrator, and animator Dasu — famous for the viral track “NAKAKAPAGPABAGABAG” — is based in the Philippines.
