Sega Marks 20 Years of Like a Dragon with Fan-Voted Merch, Including a Traffic Cone and Golden Underwear

Sega and Ryu Ga Gotoku Studio have launched a fan-driven poll to choose new Like a Dragon merchandise in celebration of the series’ 20th anniversary. Fans can vote on 100 items inspired by the franchise, ranging from practical collectibles to more eccentric choices like a karaoke microphone, mahjong tiles, lavishly designed underwear, a golden statue of Kazuma Kiryu from earlier Yakuza titles, and even a traffic cone—a recurring gag throughout the series.

Gamers can vote once per day on a dedicated website until December 8, 2025. The item that receives the most votes will be officially produced and sold within the next two years. The selection includes items based on in-game mechanics and mini-games such as Sujimon trading cards, and Ichiban Confectionery rice crackers, as well as character-themed apparel, cosmetics, and novelty goods.

The Like a Dragon series, formerly known as Yakuza outside Japan, debuted in 2005 on PlayStation 2. It has since become one of Sega’s flagship franchises, blending crime drama storytelling with absurd humor and RPG-style gameplay. Originally a beat ’em up, the series transitioned to a turn-based JRPG format with Yakuza: Like a Dragon in 2020. Recent entries have alternated between the two styles, with some retaining action-oriented combat while others continue the JRPG approach.The most recent entry, Like a Dragon: Infinite Wealth, became the franchise’s fastest-selling title, reaching 1 million copies sold in its first week.

The next game in the series, Like a Dragon: Pirate Yakuza in Hawaii, is set to launch on February 21, 2025, for PlayStation 4, PlayStation 5, Xbox One, Xbox Series X/S, and PC.