SEGA: Bringing Hatsune Miku to Life Beyond Consoles

Hatsune Miku has become a global icon thanks to the creativity of countless companies and fans — and SEGA is one of the biggest names behind her success.

From their legendary arcade roots to their popular rhythm games and live concerts, SEGA has helped bring Miku’s music, visuals, and figures to life for fans around the world.

In this article, we'll explore:

• What SEGA is and how it grew into a major player in gaming and entertainment
• How SEGA’s Project DIVA games and concerts helped Miku reach fans worldwide
• Why SEGA Prize Figures are so popular among Miku collectors and how they keep the hobby fun and accessible

Games, concerts, prize figures,... SEGA’s story reveals how they helped Hatsune Miku become more than a virtual character, bringing her into everyday fan culture.

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What is SEGA and its history

SEGA is one of Japan’s most famous entertainment and video game companies, known for creating arcades, home consoles, and beloved game characters.

The company’s roots go back to the 1940s, when it started under different names supplying amusement machines to U.S. military bases in Japan. SEGA Enterprises Ltd. was officially established in 1960 in Tokyo, Japan.

SEGA became world-famous in the 1980s and 90s with its home consoles like the Master System, Mega Drive (Genesis), and Dreamcast, plus iconic game franchises like Sonic the Hedgehog, Yakuza, Virtua Fighter, and Phantasy Star.

Today, SEGA’s headquarters is still in Tokyo, but they operate globally with offices in North America, Europe, and Asia. In Japan, they continue to run arcades under the SEGA and GiGO brands, and they also produce popular UFO catcher machines and prize figures found in game centers.

SEGA’s strong arcade and prize culture is a big part of why they’re so connected to Hatsune Miku fans — they make it fun and easy to win affordable Miku figures, turning virtual idols into real-world treasures for collectors everywhere.

SEGA Logo

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SEGA’s Influence on the Global Miku Fandom

SEGA has done more than just create games — they’ve helped turn Hatsune Miku into a global cultural icon.

Through their rhythm games and live concerts, SEGA gave fans new ways to enjoy Miku’s music, share her with friends, and collect exclusive merchandise.

This unique mix of gaming, live events, and arcade prize figures keeps the Miku fandom active around the world.

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SEGA & Miku Live Concerts

SEGA has been deeply involved in producing Hatsune Miku’s biggest live concerts since her rise in popularity.

After Crypton Future Media created Hatsune Miku in 2007, they partnered with SEGA to promote her through the Project DIVA game series and live events.

In 2010, SEGA helped organize one of the first major Miku concerts, Hatsune Miku 39’s Giving Day, which became legendary for using cutting-edge hologram projection to make Miku perform on a real stage.

39's Giving Day

SEGA’s involvement grew with the annual Magical Mirai series (launched in 2013), an event that combines a large-scale live concert with an exhibition hall featuring new figures, fan art, and official goods.

The concerts are managed by Crypton Future Media, but SEGA has consistently supported production, staging, and event promotion, often showcasing SEGA Prize Figures in the exhibit area.

SEGA is also a key sponsor of Miku Expo, which started in 2014 and tours internationally. These shows give fans around the world the chance to see Miku “live” and pick up exclusive goods, including limited prize figures and arcade items.

Magical Mirai and Miku Expo: Live Concerts Supported by SEGA

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Project DIVA — The Game Series That Changed Everything

The Project DIVA series began in 2009, when SEGA teamed up with Crypton Future Media to release a rhythm game dedicated entirely to Hatsune Miku.

It quickly became a fan favorite thanks to its fun, arcade-style gameplay, catchy songs, and unlockable outfits called modules that let players customize Miku’s look.

Over the years, the series has expanded to multiple platforms — from arcades and PSP to PlayStation and Nintendo Switch — with hundreds of songs and thousands of costumes to collect.

This success didn’t just grow Miku’s popularity as a virtual idol — it also inspired figure makers to create new figures based on fan-favorite modules.

As a result, Project DIVA became one of the biggest bridges connecting SEGA’s gaming culture, live events, and Miku figure collecting.

Lots of unique modules were designed and added to Project DIVA over the years

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Famous Miku SEGA Prize Figure Lines

SEGA is famous among Hatsune Miku fans for its prize figures — affordable collectibles you can win from UFO catcher machines and arcades across Japan and Asia.

Some of the most popular SEGA Miku prize lines include:

PM (Premium Figure)

• Standard size (typically ~18–22 cm).
• Simple sculpts and paint, accessible quality.
• Still seen in arcades but gradually overshadowed by SPM and Luminasta.

SPM (Super Premium Figure)

• SEGA’s upgrade from PM — bigger scale (~23–24 cm), more dynamic poses.
• Slightly better detail in hair, outfit, and base.
• Extremely popular for Miku Project DIVA modules.

Luminasta

• SEGA’s newest prize figure line, launched in 2021–2022.
• Their answer to the rising standard of prize figures — more like mini scale figures.
• Unique bases (floating effects, translucent parts) and more vivid sculpts.
• Meant to compete with other brands’ higher-end prize lines like FuRyu’s BiCute Bunnies, Taito’s Coreful, or Banpresto’s Espresto.

From left to right: PM, SPM and Luminasta

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Wrap Up

Whether you’ve played Project DIVA in an arcade, cheered at a Miku Expo concert, or won a prize figure from a UFO catcher, SEGA has helped make Hatsune Miku part of fans’ real-world memories for over a decade.

Their games, live events, and affordable prize figures continue to bring Miku to life for collectors around the world. And they’re a big reason why the global Miku fandom stays so strong.

So next time you see a SEGA Miku figure, remember: it’s more than just a prize, it’s a little piece of that shared history between SEGA and Hatsune Miku’s incredible community.

Happy collecting!