Sega Teaming Up With Hooters Japan to Promote the Latest ‘Sonic’ Game is 90s AF

Sega Japan’s latest partnership announcement left many retro fans scratching their head and asking “WHY?!”

Image via NeoGAF

The iconic game publisher that brought Sonic the Hedgehog to the market is now teaming up with racy restaurant chain Hooters to promote the new upcoming game from the franchise, “Sonic Forces.”

Image via NeoGAF

Details are scarce about the collaboration of Hooters and Sega for “Sonic Forces.” But according to Nintendo Life, the promotion for the game is set to held in several Hooters location across Japan, specifically in Akasaka, Ginza and Shibuya West.

Image via Instagram

The Japan-exclusive promotion, said Kotaku on its report, is scheduled to kick off sometime in October. No official word yet coming from Sega as to when it will specifically begin.

Image via Instagram

Many fans expressed mixed reactions about the latest news coming from Sega. Some were completely baffled, while others were kind of amused by what’s happening.

Sonic Forces x Hooters

How did this happen? haha! <3 http://pic.twitter.com/pTl01UUOZ7

— ClassicMariposAzul (@Mariposaazul96) September 24, 2017

Sonic x Hooters is the best thing to happen all week http://pic.twitter.com/y37tEplbTQ

— Mari (@axolotlfarm) September 23, 2017

I CANT
WAIT
FOR SONIC HOOTERS http://pic.twitter.com/tt5g7uxrXf

— (@TheChaosSpirit) September 23, 2017

MY MAN SONIC CROSSING OVER WITH HOOTERS WHAT A TIME TO BE ALIVE #SONICFORCES http://pic.twitter.com/DZPEBRalgi

— Gammas Grim (@Gammas_Grim) September 23, 2017

There are probably other people, too, who think Sonic is now becoming a man.

So SEGA Japan just announced a Hooters x #SonicForces promotion. Our boy Sonic is all grown up… http://pic.twitter.com/3YL5zJCmOy

— SEGAbits (@SEGAbits) September 23, 2017

Whatever the reason behind it, the collaboration is certainly odd, considering that the game franchise has always been associated as being a “kids’ game” while Hooters is not exactly an ideal place for children.