[Image: Sega Japan]

During last month’s Tokyo Game Show, Sega announced it was doing a Sonic Forces promotion with Hooters for some reason. Today, said collaboration begins at the chain’s Tokyo locations, and it’s not very good at all.

Collaborations like this aren’t uncommon in Japan, but typically, both the game company and the eatery put some effort into the whole thing. Not this.

The Sonic themed food is a chili dog, which makes sense because Sonic loves chili dogs. Besides that, Hooters has some blue drink. Because Sonic is blue. There are some giveaway Sonic Forces drink coasters, and that’s about it for Sonic food.


The staff is also doing a dance to Sonic Forces theme “Fist Bump.” But of course!

The Sonic themed decor isn’t much better. As seen in these Famitsu photos that the restaurant is filled with boring cardboard cutouts.

Which are much improved with jokey subtitles.

[Image: Famitsu]

Oddly, Sonic is strung up around Hooters.

[Image: Famitsu]

This is some dark shit, Sega.

For more, check out Famitsu.com.

Kotaku East is your slice of Asian internet culture, bringing you the latest talking points from Japan, Korea, China and beyond. Tune in every morning from 4am to 8am.