CP and SEGA sign MOU to explore entertainment business in Thailand and ASEAN.

CP Group has partnered with SEGA, the world-renowned game developer from Japan, signing a Memorandum of Understanding (MOU) to explore the entertainment business in Thailand and ASEAN, study the potential for leveraging their global IP, and establish a framework for future commercial collaboration.

27 April 2569 – Charoen Pokphand Group (CP Group), a leading Thai business group, and SEGA Corporation, a global leader in games and entertainment from Japan, announced the signing of a Memorandum of Understanding (MOU) to explore business opportunities in the entertainment sector in Thailand and the ASEAN region. This includes considering the possibility of further commercial development in the next phase.

This collaboration aims to combine the strengths of both organizations. SEGA, with its world-class intellectual property (IP) and extensive expertise in content creation, will work alongside the CP Group, which boasts a diverse business ecosystem and a strong network in the region, to jointly develop and deliver innovative entertainment experiences tailored to the consumer context in Thailand and the ASEAN region.

Under this MOU, both parties will collaborate in phases. The initial phase will focus on exploring the feasibility of developing businesses leveraging SEGA's global intellectual property, such as Sonic the Hedgehog and Angry Birds, while simultaneously structuring collaboration to support sustainable long-term growth. This will connect SEGA's content capabilities with the CP Group's integrated business ecosystem, spanning over 20 countries and diverse industries including food, agriculture, retail, telecommunications, and integrated media networks.

In terms of consumer reach, the CP Group also has strengths in media platforms, especially "TrueVisions," which plays a crucial role in consistently delivering world-class content and animation to audiences in Thailand, both through pay-TV and OTT platforms. It is also a key mechanism for supporting the expansion of IP into wider entertainment experiences.

In addition, both organizations will jointly explore opportunities for developing new intellectual property in the ASEAN region, expanding business through licensing and distribution networks, and extending cooperation to markets outside Thailand in the future.

Mr. Haruki Satomi, Chairman and Chief Executive Officer of Sega Corporation. said “We are delighted to have reached a cooperation agreement with the CP Group, which has a strong business presence in Thailand and the Asian region. 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.”

side Mr. Supakit Chearavanont, Chairman of the Board, Charoen Pokphand Group. said “We are delighted to have reached a framework agreement with SEGA, an organization that consistently creates globally popular intellectual property. This collaboration will allow both parties to combine their strengths to develop new IP and showcase the culture and values ​​of the ASEAN region to the world.”

In the long term, both companies plan to expand their cooperation into more diverse dimensions to support market growth in Thailand, the ASEAN region, and globally, through CP Group's business network and media distribution platforms, such as TrueVisions, which plays a key role in delivering world-class animation content and aims to become a hub for the Japanese content fan community in the ASEAN region.

The signing ceremony of the Memorandum of Understanding took place at the headquarters of SEGA Corporation in Tokyo, Japan, in April 2569. It was attended by Mr. Supakit Chearavanont, Chairman of the Charoen Pokphand Group, and Mr. Haruki Satomi, Chairman and CEO of SEGA Corporation, along with senior executives from both organizations.