Sega Signs Basic Agreement with Thailand's C.P. Group to Explore Collaboration in Entertainment in Thailand and ASEAN Region
Sega has signed a Memorandum of Understanding (MOU) with Charoen Pokphand Group, Thailand's largest conglomerate, to explore collaboration opportunities in the entertainment sector within Thailand and the broader ASEAN region. The partnership aims to leverage global IPs like Sonic and Angry Birds to deliver new, locally-rooted entertainment experiences.
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- 📰 Published: April 28, 2026 at 02:45
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Sega Corporation (Headquarters: Shinagawa-ku, Tokyo; Representative Director, President and COO: Shuji Utsumi; hereinafter "Sega") has signed a Memorandum of Understanding (MOU) with Charoen Pokphand Group Company Limited (Headquarters: Bangkok, Thailand; Chairman, C.P. Group: Soopakij Chearavanont; hereinafter "C.P. Group"), Thailand's largest conglomerate. The purpose of this MOU is to establish a framework for exploring collaboration opportunities and pursuing phased business development in the entertainment sector within Thailand and its surrounding regions.
From Left: Birathon Kasemsri Na Ayudhaya (Chief Content Strategy, Investment & Partnership Officer, C.P. Group), Soopakij Chearavanont (Chairman, C.P. Group), Haruki Satomi (Representative Director, Chairman and CEO, Sega), Shuji Utsumi (Representative Director, President and COO, Sega)
From Left: Birathon Kasemsri Na Ayudhaya, Xiaoping Yang (Senior Vice Chairman & China Region CEO, C.P. Group), Soopakij Chearavanont, Haruki Satomi, Shuji Utsumi, Justin Scarpone (Executive Officer, Sega)
This MOU anticipates a phased approach to collaboration, with the initial phase focusing on business development utilizing global IPs such as Sonic and Angry Birds, and discussions towards building a collaborative system for sustainable growth. Furthermore, by integrating Sega's long-cultivated IP and content creation capabilities with C.P. Group's extensive business ecosystem, the aim is to provide new entertainment rooted in the local region.
In the future, we will continue to pursue further collaboration possibilities, including joint IP development for the ASEAN region, business expansion utilizing product licensing and distribution networks, and expansion beyond Thailand.
[Comment from Haruki Satomi, Representative Director, Chairman and CEO, Sega]
"We are very pleased to have reached an agreement on a framework for collaboration with C.P. Group, which has a strong business foundation in Thailand and other Asian regions.
Through this collaboration, we will further accelerate the global expansion of Sega's IPs and create new entertainment experiences for the ASEAN region and, indeed, the world."
[Comment from Soopakij Chearavanont, Chairman, C.P. Group]
"We are delighted to have agreed on a cooperation framework with SEGA, which has continuously created globally renowned intellectual properties. We believe that this collaboration will bring together the strengths of both companies, develop new IPs, and open up opportunities to promote ASEAN culture and values to the world."
◇About C.P. Group◇
C.P. Group is Thailand's largest conglomerate and one of Asia's leading corporate groups. It operates in a wide range of fields including food, agriculture, retail, consumer goods, telecommunications, and multimedia networks, with operations in 23 countries and regions. Notably, it has established a sustained presence in the Chinese market as one of the first foreign companies to invest in China after the reform and opening-up policy in 1979. China is also one of the largest markets for IP consumption and development. Leveraging its global network and strong business foundation, C.P. Group plays a crucial role in driving economic growth in Asia.
◇About Sega◇
Sega Corporation primarily engages in the planning, development, sales, and operation of games for home consoles, PCs, and smartphones. In addition, it utilizes the expertise cultivated in its game business for digital services and the planning, development, and sales of character merchandise, including prizes. In the game business, Sega provides game content developed by studios in Japan and overseas to the entire world through its bases in Japan and various locations globally.
Company names and product names mentioned are registered trademarks or trademarks of their respective companies.
The information contained in this document is current as of the date of announcement.
©SEGA
From Left: Birathon Kasemsri Na Ayudhaya (Chief Content Strategy, Investment & Partnership Officer, C.P. Group), Soopakij Chearavanont (Chairman, C.P. Group), Haruki Satomi (Representative Director, Chairman and CEO, Sega), Shuji Utsumi (Representative Director, President and COO, Sega)
From Left: Birathon Kasemsri Na Ayudhaya, Xiaoping Yang (Senior Vice Chairman & China Region CEO, C.P. Group), Soopakij Chearavanont, Haruki Satomi, Shuji Utsumi, Justin Scarpone (Executive Officer, Sega)
This MOU anticipates a phased approach to collaboration, with the initial phase focusing on business development utilizing global IPs such as Sonic and Angry Birds, and discussions towards building a collaborative system for sustainable growth. Furthermore, by integrating Sega's long-cultivated IP and content creation capabilities with C.P. Group's extensive business ecosystem, the aim is to provide new entertainment rooted in the local region.
In the future, we will continue to pursue further collaboration possibilities, including joint IP development for the ASEAN region, business expansion utilizing product licensing and distribution networks, and expansion beyond Thailand.
[Comment from Haruki Satomi, Representative Director, Chairman and CEO, Sega]
"We are very pleased to have reached an agreement on a framework for collaboration with C.P. Group, which has a strong business foundation in Thailand and other Asian regions.
Through this collaboration, we will further accelerate the global expansion of Sega's IPs and create new entertainment experiences for the ASEAN region and, indeed, the world."
[Comment from Soopakij Chearavanont, Chairman, C.P. Group]
"We are delighted to have agreed on a cooperation framework with SEGA, which has continuously created globally renowned intellectual properties. We believe that this collaboration will bring together the strengths of both companies, develop new IPs, and open up opportunities to promote ASEAN culture and values to the world."
◇About C.P. Group◇
C.P. Group is Thailand's largest conglomerate and one of Asia's leading corporate groups. It operates in a wide range of fields including food, agriculture, retail, consumer goods, telecommunications, and multimedia networks, with operations in 23 countries and regions. Notably, it has established a sustained presence in the Chinese market as one of the first foreign companies to invest in China after the reform and opening-up policy in 1979. China is also one of the largest markets for IP consumption and development. Leveraging its global network and strong business foundation, C.P. Group plays a crucial role in driving economic growth in Asia.
◇About Sega◇
Sega Corporation primarily engages in the planning, development, sales, and operation of games for home consoles, PCs, and smartphones. In addition, it utilizes the expertise cultivated in its game business for digital services and the planning, development, and sales of character merchandise, including prizes. In the game business, Sega provides game content developed by studios in Japan and overseas to the entire world through its bases in Japan and various locations globally.
Company names and product names mentioned are registered trademarks or trademarks of their respective companies.
The information contained in this document is current as of the date of announcement.
©SEGA