'Mr Sega Saturn' lives on via amazing T-shirt

See? I wasn't mad. Now I've got pictorial evidence of a T-shirt that someone else has made, telling you exactly what I've been saying for ages. You must play the Sega Saturn. True, it's actually a translation of Segata Sanshiro's famous "Sega Satan shiro!" catchphrase from the '90s Saturn adverts in Japan and therefore a pleasant yet ironic retro throwback, but I don't care, it's validation enough for me. Check it out:

Above: The amazing new T-shirt, alongside its inspiration, Segata Sanshiro

But who is Segata Sanshiro? Segata (played by Hiroshi Fujioka) was a fictional character used to promote the Saturn between 1997 and 1998. Sanshiro itself is a contraction of 'Satan shiro', which means 'you must play Saturn'. Erm, that's not 'Satan' as in horns, by the way, it's actually katakana Japanese for 'Saturn' with an elongated second 'a'. Yes, now you know. Point is, the guy's got his own catchphrase in his name - that is one cool dude.

Sanshiro's adverts were typically OTT, and featured scenes like our hero using nothing but his head to smash a pile of N64 cartridges. 

Above: If ever two images were destined to be turned into an animated gif, it's these

Sadly, Segata got blown up as he deflected a missile away from Sega's headquarters, leaving the company safe to bring Dreamcast to the world. A selfless sacrifice, but one that turned him into a legend. The brightest flames often burn the shortest...

The T-shirts will be available in late August, but you can pre-order them now from this import site. Better hurry though, Saturn was so immensely popular, they're all bound to sell out in one minute flat. Right? Guys? Helloooo...

21 Jul, 2010


  • TKTOWA - July 23, 2010 6:24 a.m.

    Segata Sanshiro is my favourite gaming mascot! There's a great autobiography about him on youtube. I plan to order a shirt.
  • Rowdie - July 23, 2010 12:57 a.m.

    Saturn Lives till this day for one game, Saturn Bomberman. The best version of the best multiplayer game.
  • g4m3rk1dd - July 22, 2010 1:43 p.m.

    i still play the saturn :D gogo virtua fighter 2 and virtua cop nights into dreams wasnt half bad either
  • NinjaJamez - July 22, 2010 12:16 a.m.

    he was like the kevin butler of his time
  • bar1scorpio - July 21, 2010 7:59 p.m.

    I believe "Shiro" also puns to a conjunction of the verb "Shimasu" to be/to do something... With this many puns, it's obvious as to why Sega Saturn lasted longer in Japan than in the west thanks to the help of this campaign. The Japanese love puns to.. what can only be described as a homicidally appalling degree. They are to puns what Vogons are to poetry.
  • bar1scorpio - July 21, 2010 5:48 p.m.

    Not to leave you feeling like a berk, but his name is derived from the Japanese film "Sugata Sanshiro", the titular character in a movie about Judo. With a quick switch of a few Hiragana, Sega-ta San-shiro becomes Sega - Sa-ta-n - Shiro "Sega Saturn, White" referring to the console's colour change late in its life cycle. And really, better text to refer to that campaign would have been the translated "PLAY UNTIL YOUR FINGERS BREAK!!!"
  • SouthTippBass - July 21, 2010 4:55 p.m.

    Hmm, well they never ACTUALY recovered his body...
  • Cyberninja - July 21, 2010 12:09 p.m.

    his sacifice was needed thank you.
  • Snowyjoe - July 21, 2010 11:58 a.m.

    Anyone ever miss these days.... when games.... where games? Not a mimicry of hollywood films?
  • IIBrownieII - July 21, 2010 11:38 a.m.

    I have fond memories of playing the Saturn when I was a young 'un in the mid 90s... Great stuff. Also that advert is mental lol what a hero that guy was!
  • CARDYKEV - July 21, 2010 11:32 a.m.

    Here is hoping for a t-shirt referencing the fishing rod controller for the Saturn "Got Bass?"
  • Darkmessiah24 - July 21, 2010 10:42 a.m.

    Want, badly.
  • bitcrusherrrr - July 21, 2010 10:27 a.m.

    You dont have to tell me to play my saturn, i just do. awesome t-shirt too

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