SEGA CORPORATION
SEGA Signs Memorandum of Understanding with Thailand’s C.P. Group to Explore Collaboration in the Entertainment Field in Thailand and the ASEAN Region
April 27, 2026 - SEGA CORPORATION has entered into a Memorandum of Understanding (MOU) with Charoen Pokphand Group Company Limited (hereinafter “C.P. Group”), Thailand’s largest conglomerate.
The purpose of this MOU is to establish a framework for exploring collaboration opportunities in the entertainment field in Thailand and surrounding regions, as well as pursuing the possibility of phased commercialization.
Under this MOU, the two companies will promote collaboration in multiple phases. During the initial phase, the parties will examine business development initiatives utilizing global IPs such as Sonic the Hedgehog and Angry Birds, as well as the establishment of a collaborative structure aimed at sustainable growth. By combining SEGA’s IP portfolio and long-cultivated content creation capabilities with C.P. Group’s extensive business ecosystem, the two companies aim to deliver new, locally rooted entertainment experiences.
The two companies will continue to explore further opportunities for collaboration, including potential joint IP development for the ASEAN region, business expansion through product licensing and distribution networks, and future expansion beyond Thailand.
Comment from Haruki Sataomi, Representative Director, Chairman and CEO of SEGA Corporation
“We are very pleased to have reached a framework agreement with the C.P. Group, which has a strong business foundation in Thailand and across the Asian region.
Through this collaboration, we aim to further accelerate the global expansion of SEGA’s IPs and create new entertainment experiences for the ASEAN region and, ultimately, for audiences around the world.”
Comment from Soopakij Chearavanont, Chairman of C.P. Group
"We are delighted to have reached a cooperation framework with SEGA, an organization that has continuously created world-renowned intellectual property. This collaboration will open opportunities for both parties to combine our strengths — to develop new IPs and bring the culture and values of the ASEAN region to the world stage."
About C.P. Group
C.P. Group is Thailand’s largest conglomerate and one of Asia’s leading enterprise groups. It operates across 23 countries and economies in a wide range of fields including food, agriculture, retail , consumer products ,telecommunications, and multi-medias networks. In particular, C.P. Group has built a sustained presence in China as the first international company to invest following the economic reform and opening-up policy in 1979, among the largest markets for IP consumption and development Leveraging its global network and strong business foundation, C.P. Group plays a key role in driving Asia’s economic growth.
- ■Company names and product names mentioned herein are trademarks or registered trademarks of their respective companies.
- ■The information contained in this document is current as of the time of announcement.
