Hopefully, this will widen the audience Sega has. From Sega X:
In San Francisco today, Sega.com officials announced the formation of a new branch headquartered in Hong Kong. Cheong Ming Holdings Limited, a company purchased by Sega Enterprises late last year, has officially changed its name to Sega.com Asia Limited. It will be the new hub for Asian operations on the mainland.
Sega.com Asia will take over marketing and distribution of the Dreamcast in China and other Asian markets, excluding Japan. Its purpose will also be to introduce online services Sega.com and Heat.net in the later half of 2000.
In what is being seen as a positive move for Asian mainland consumers, the new company will also be translating the games released for the territory into Chinese and other native Asian language. Previously, games that released on the mainland were not translated and remained in Japanese.
Sega.com Asia will also be encouraging the development of local titles for the Asian markets, as well as incorporating popular (localized) US games into their gaming networks.