The initiative reflects Japan's push for greater visibility and control as its IP expands overseas.

Sega will collaborate with Japanese entertainment powerhouses Mitsubishi Corporation and Tomy to open a limited-time pop-up store in Santa Monica, California. The pop-up store, named GACHA & CATCH, aims to bring true Japanese arcade culture to the United States. The pop-up will be on a six-month trial; if successful, the companies may open hundreds of such stores across the U.S. by fiscal year 2026 or later.

The GACHA & CATCH store, which opens on November 22, 2025, at 1451 3rd Street Promenade, will have over 100 capsule-toy ("gacha") machines as well as UFO catcher (claw) arcade games. There will be over 300 exclusive prizes, ranging from cuddly toys to other merchandise from renowned Japanese IPs such as Sonic the Hedgehog, Demon Slayer, Jujutsu Kaisen (also known as Dan Da Dan), and Hatsune Miku.

Over the weekend of November 22-23, there will be a special grand opening event to celebrate its opening. Attendees will be able to win tokens for both crane machines and gacha, and will also have the opportunity to collect original stickers and other limited-edition items.