Building on global intellectual property and integrating business networks to develop new regional opportunities.
27 Apr 2026 GMT+7 – C.P. Group, a leading Thai business conglomerate, together with SEGA CORPORATION, a global leader in gaming and entertainment from Japan, announced the signing of a Memorandum of Understanding (MOU) to explore entertainment business opportunities in Thailand and the ASEAN region, including the potential for future commercial development.
This collaboration aims to combine the strengths of both organizations. SEGA, with its world-class intellectual property (IP) and long-standing expertise in content creation, will work alongside CP Group, which possesses a diverse business ecosystem and strong regional networks, to jointly develop and offer new entertainment experiences tailored to consumers in Thailand and ASEAN.
Under this MOU, the two parties will cooperate in phases. The initial stage will focus on assessing the feasibility of business development based on SEGA’s global IPs, such as Sonic the Hedgehog and Angry Birds, while establishing a cooperation framework to support sustainable long-term growth. This will connect content capabilities with CP Group’s comprehensive business ecosystem spanning over 20 countries worldwide, across various industries including food, agriculture, retail, telecommunications, and integrated mass media networks.
Regarding consumer access, CP Group also has strong media platforms, notably TrueVisions, which has played a key role in delivering world-class content and animation to Thai audiences continuously, through pay TV and OTT platforms. TrueVisions is considered a crucial mechanism for expanding IP into broad entertainment experiences.
Additionally, both organizations will jointly explore opportunities to develop new intellectual properties for the ASEAN region, expand business through licensing and distribution networks, and extend cooperation to markets beyond Thailand in the future.
Mr. Haruki Satomi, Chairman and CEO of SEGA Corporation, said, “We are very pleased to reach this cooperation agreement with CP Group, which has a strong business foundation in Thailand and Asia. This collaboration will accelerate the global expansion of SEGA’s IP and create new entertainment experiences for the ASEAN region and, in the long term, for audiences worldwide.”
Mr. Supakit Jaruvanont, Chairman of CP Group, stated, “We are very pleased to establish this cooperation framework with SEGA, an organization continuously creating globally popular intellectual properties.”
“This partnership will allow both parties to combine strengths to develop new IPs and share the culture and values of the ASEAN region with the world,” he added.
In the long term, the two companies plan to expand their collaboration into more diverse areas to support market growth in Thailand, ASEAN, and globally through CP Group’s business networks and media distribution platforms such as TrueVisions, which plays a vital role in delivering world-class animation content and aims to become the hub for the Japanese content fan community in ASEAN.
The MOU signing ceremony took place at SEGA Corporation’s headquarters in Tokyo, Japan, in April 2026, attended by Mr. Supakit Jaruvanont, Chairman of CP Group, Mr. Haruki Satomi, Chairman and CEO of SEGA Corporation, along with senior executives from both organizations.
