The big-screen success of 1990s video game speedster "Sonic the Hedgehog" has brought new fans to Japan's Sega, which says it is poised for a comeback after two tough decades.

This year all eyes have been on Nintendo, whose Switch 2 recently became the fastest-selling console in history.

But unlike its former arch-rival, Sega has not sold gaming hardware since its Dreamcast console was discontinued in 2001, instead focusing on making games for other platforms.

Now, as record tourism to Japan helps boost global appetite for the country's pop culture, the company sees a chance to reinvent itself -- including through nostalgic game remakes and movie adaptations like the hit "Sonic" series.

Sega opens its first flagship merchandise store in Japan on Friday, having launched a similar shop in Shanghai in May.

"Opportunities are expanding," chief operating officer Shuji Utsumi told AFP. "We've been struggling... for a while, but now we are coming back."

The company aims "to expand our business globally rather than focusing on the Japanese market", he said.

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© International Business Times