Segata Sanshiro is a fictional person who appeared in the Japanese commercials, promoting the Sega Saturn and its games like SoloCrisis and Sonic R. Usually, the commercials have Sanshiro showing strength or being skilled, like breaking Nintendo 64 cartridges with his forehead (in martial arts, you break concreted wood with you hands or feet) or picking someone up and throwing them with little effort (the drop then causes them to explode...twice). He is also shown to be a skilled martial artist.
Sanshiro lives as a hermit, training with a giant Sega Saturn and will sometimes go into the city to "enlighten" people about the Sega Saturn by beating them up until they play it. When the Dreamcast was made, he was no longer needed. In his final commercial, either Sony or Nintendo (both being rivals of Sega) fired a missile at the Sega of Japan but Sanshiro stopped the missile and flew off into space and muttered "Sega Saturn Shiro!!" a few more times before the missiles explodes and Sanshiro dies. The announcer then states that "Segata Sanshiro will live on in your hearts," followed by a display of the game Segata Sanshirō Shinken Yūgi, which is a Sega Saturn game, only released in Japan, in which Sanshiro plays a major role.Segata Sanshiro will feature as a playable character in Project X Zone 2.