Segata Sanshiro

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Segata Sanshiro displaying a Sega Saturn

Segata Sanshiro (せがた三四郎 Segata Sanshirō) is a fictional character and parody of Sugata Sanshirō^[1], a legendary judo fighter. He appears in two dozen commercials produced by SEGA to advertise the Sega Saturn in Japan between 1997 and 1998. Sanshiro is played by actor Fujioka Hiroshi, who is also a martial artist.

1 Background
2 Other appearances
3 Translated theme song lyrics
4 Footnotes
5 External links

[edit] Background

Sanshiro is a Judo master that tracks down and punishes those who do not play the Sega Saturn. His name sounds similar to phrase "Sega Saturn shiro!" meaning roughly "You must play Sega Saturn!". "Shiro" also translates as "White" , a reference to the white color of the Japanese Sega Saturn.

Sanshiro lives as a hermit high on a mountain, devoting his life to intensive Sega Saturn training. He trains physically by carrying around a giant Sega Saturn and punching a giant Sega Saturn controller, and mentally by breaking piles of bricks with his head. He also frequently visits the city to seek out people who are not playing the Sega Saturn, and harshly teach them a lesson. Sanshiro is a serious man with a firm sense of duty, who believes that playing video games is the most valuable activity in life.

The character became very well known in Japan, and helped make the Saturn successful in that country.

Spoiler warning: Plot and/or ending details follow.

When the Saturn was phased out and the Sega Dreamcast released, Sanshiro's end comes in the form of a commercial involving a missile directed at the Tokyo headquarters of SEGA. Sanshiro heroically jumps onto the missile, deflecting it into the atmosphere, in which he lives his last few moments chanting out "Sega Saturn Shiro!!" for one last time, and is killed in the subsequent explosion. The voiceover narrates that "Segata Sanshiro will live on in your hearts," followed by a display of the game Segata Sanshirō Shinkenyūgi, a Sega Saturn game in which Sanshiro plays a major role.

Spoilers end here.

[edit] Other appearances

Sanshiro is referenced in the Japanese version of Virtua Fighter 4, in which one of the AI profiles for Akira Yuki is named Segata.

Segata Sanshiro also has a cameo appearance in Rent-a-Hero No. 1, a Japanese game released on both the Dreamcast and Xbox.

[edit] Translated theme song lyrics

Segata Sanshiro was so popular that a theme song and music video were released. The following is an approximate English translation of the lyrics meant to communicate the spirit of the song ("Shiro" in Japanese is the strongest command form for "do"):

Segasaturn Shiro! by Segata Sanshiro

The solitary man who devoted his soul to the way of games
Today, he comes again
He will punish those who do not play seriously
Their battered bodies will never forget!

[chorus] Segata Sanshiro, Segata Sanshiro! Sega Saturn... shiro!

They play tennis, sing karaoke, flirt around in clubs...
Are there not more serious tasks to be done?
Those who cannot have fun outside of groups
He questions them deep inside their hearts

Segata Sanshiro, Segata Sanshiro! Sega Saturn... shiro!

(voice of Segata)
Youngsters... is there something in your life you are completely devoted to? Something you sink into so deeply you put your life on the line? You must play Sega Saturn! Play... until your fingers break! Until your fingers break!

Even if they chase after sex, that petty pleasure
They're only spending years of emptiness
Those who do not immerse themselves to the extreme in gaming
He will tear them apart!

Segata Sanshiro, Segata Sanshiro! Sega Saturn... shiro!

The white clouds floating on the great blue sky
And the boiling red bloodshed in fierce gaming
Those who give up halfway through
Their battered bodies will never forget!

Segata Sanshiro, Segata Sanshiro! Sega Saturn... shiro!
Segata Sanshiro, Segata Sanshiro! Sega Saturn... shiro!