The last time Sega fans saw Segata Sanshiro, he was jamming with Sonic at the last SEGAFES in Japan.
Though the original actor remains alive and well, a new generation of Sega fandom is being appealed to for the upcoming 60th anniversary of the company. Enter heir apparent–and actual son of Segata IRL, Maito Fujioka–playing Sega Shiro.
The new campaign launched in Japan today as part of several to celebrate Sega at 60.
せが四郎〜♫ せが四郎〜♫ セ・ガ・知ろう〜♫
— セガ公式アカウント🦔 (@SEGA_OFFICIAL) March 25, 2020
Sega Shiro has a different purpose than Segata – it’s to spread knowledge about Sega as the company’s landmark anniversary approaches. The commercial compliments a new sub-site on Sega’s 60th anniversary page, meant to appeal to younger audiences while still diving deep into the company’s rich video game and entertainment history and landmarks.
Other initiatives revealed today include a “GO SEGA” tag–playing off the 60th anniversary–and a 60th anniversary chalk bag, which will only be sent to 60 people who apply for the chance to own one.
Take a look at the @SEGA_OFFICIAL 60th Anniversary Chalk Bag. This is a memorial item that will be handed out to only 60 people, who fill out a form with words of encouragement, memories, favorite title etc. to SEGA. #SonicNews
— SonicWindBlue #StayAtHomeSaveLives (@SonicWindBlue) March 25, 2020
Sega chair Haruki Satomi released a statement with today’s launches:
This year, sixty years will have passed since Nihon Goraku Bussan Co. Ltd., the predecessor of Sega, was established on June 3, 1960. We are indebted to everyone who has patronized the Sega Group for many years, and would like to express our deep gratitude to all of you.
We want to astonish the world with breath-taking experiences that no one in the world has ever imagined. We want to be a company that continues to provide inspirational experiences to everyone in the new world of the future.
That is why we must overcome all obstacles and keep taking on new challenges.
The key message of the 60th anniversary, “GO SEGA,” expresses such aspirations.
The Sega Group is planning a variety of special contents for this 60th anniversary. Through these special contents, we will deliver the passion of the Sega Group to the entire world.
In the current social distancing climate, don’t expect to hear anything about those events for a little bit. We’ll keep you updated on new and upcoming initiatives here.