SEGA Corporation

Highlighting Sonic’s evolution, driven by creativity and fandom, as the franchise celebrates its 35th anniversary.

SEGA CORPORATION has today announced that it will host an official session at the Cannes Lions International Festival of Creativity 2026 (“Cannes Lions”), to be held in Cannes, France, from June 22 to June 26, 2026. SEGA is the first Japanese game company to host an official session at the festival.

Cannes Lions brings together leading creators, marketers, and business executives from around the world and serves as a global platform for ideas and initiatives shaping the future of business and culture. In recent years, the festival has expanded beyond advertising to encompass innovation, technology, and brand experience, establishing itself as one of the world’s premier forums for creativity-driven business trends.

SEGA’s session, titled “The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds,” will spotlight Sonic the Hedgehog, the company’s iconic character franchise, which celebrates its 35th anniversary this year. The session will explore Sonic’s evolution from a game character born in Japan into a globally recognized entertainment brand beloved across generations and borders.

While Sonic’s journey has not always been without challenges, the franchise has continued to evolve with the support of a passionate global fandom. This enduring connection with fans helped pave the way for Sonic’s successful Hollywood film debut in 2020 and the franchise’s continued global expansion across multiple forms of entertainment.

As games increasingly serve as a foundation for new cultural platform, the session will highlight how Sonic has evolved from a game-born IP into a global brand, driven by the power of fandom.

The session will be moderated by PR strategist Tetsuya Honda and will feature Shuji Utsumi, President and COO, Representative Director of SEGA, and Takashi Iizuka, Executive Officer and Sonic Creative Officer, as speakers.

Session Overview

Date & Time

June 26, 2026 (Fri) 11:15–11:45 (Local Time)

Venue

Forum, Palais des Festivals

Speakers

• Shuji Utsumi, President and COO, Representative Director, SEGA CORPORATION
• Takashi Iizuka, VP and Executive Officer, Sonic Creative Officer, SEGA CORPORATION
• Tetsuya Honda, CEO, Honda Office Inc. / PR Strategist

Session Title

The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds

Speaker Profiles

Shuji Utsumi

President and COO, Representative Director, SEGA CORPORATION

Shuji Utsumi’s remarkable career spans decades in the gaming and entertainment industries. Joining Sony in 1986, he helped establish Sony Computer Entertainment and launch the original PlayStation business in the United States. He later served as SVP at SEGA, contributing to the Dreamcast launch and overseeing first-party development. At Disney Interactive, he helped secure the Disney–Square Enix partnership behind Kingdom Hearts, before co-founding Q Entertainment, the studio behind Lumines and Child of Eden. He also held executive roles at Warner Music and CYBIRD. Returning to SEGA in 2020, Utsumi has shaped its transmedia strategy – expanding IP, boosting global brand reputation and helping propel Sonic the Hedgehog through three theatrical films, with a fourth film announced, alongside revivals of legacy franchises.

Takashi Iizuka

VP, Executive Officer, Sonic Creative Officer, SEGA CORPORATION

Iizuka has been a driving force behind the Sonic the Hedgehog franchise since 1993, contributing as a game designer, director and producer. In 2010, he levelled up as the overall producer for all Sonic games, overseeing content across games, mobile, film, animation and more. He is now based in Los Angeles, USA, and serves as the Creative Officer for the Sonic brand.

Tetsuya Honda

PR strategist / CEO, Honda Office

Tetsuya Honda began his career at SEGA and is now CEO of Honda Office, a strategic PR consultancy founded in Tokyo in 2019 and expanded to Singapore in 2023. In 2006, he launched BlueCurrent Japan (Omnicom), pioneering influencer-driven PR in the market. He has advised global brands including P&G, Suntory, Toyota, Shiseido, Lotte and Ajinomoto, with campaigns recognised at Spikes Asia and Cannes Lions. He is a bestselling author and frequent speaker on PR innovation whose books have sold over 100,000 copies. He served as a PR Jury member at Cannes Lions and led mainstage sessions with LDH and Marie Kondo. In 2024, he was named to PRovoke Media’s Innovator 25 Asia-Pacific.