The very first CHOUCHOU & & FRIENDS worldwide flagship shop formally opened at No. 558 East Nanjing Road, Huangpu District, Shanghai. Inhabiting an overall flooring location of 570 square metres, it is China’s very first multi-celebrity-IP immersive fan experience flagship shop, bringing music, fashionable toys and culture together in one stylish experience area. A considerable action in Star Plus Legend’s offline retail matrix, the shop is set to end up being a city-level stylish IP landmark in the heart of East Nanjing Road’s core commercial district.
Zhou Peimin, Chief Operating Officer of Star Plus Legend Group, stated in her opening speech: “Shanghai is not just an innovator for China’s customer market, however likewise an essential entrance through which worldwide brand names and pattern culture reach China and Chinese brand names reach the world. East Nanjing Road sits at the really crossway of Shanghai-style business heritage and modern youth culture. Picking this address for the very first shop is a purposeful primary step in Star Plus Legend’s ‘One City, One Store’ technique. Through this area, we wish to bring more youthful, more modern fashionable material to East Nanjing Road, provide customers a cultural experience worth remaining in and going back to, and leave an IP memory for Shanghai that individuals can eliminate and share.”
Music Woven into Architecture, An Immersive Space Unfolds Floor by Floor
As the centrepiece of the shop experience, the interior decoration takes its hints from the visual appeals and storytelling of Jay Chou’s timeless tunes, connecting fans’ shared musical memories with someplace to satisfy offline, producing a fan area to roam through, play in and remain in.
This experience is plainly noticeable from the exterior. A signature huge clock setup commemorates “Counter-clockwise Clock”, providing the area a sense of time running in reverse. Basing On East Nanjing Road, passers-by instantly sign up a musical sign that comes from CHOUCHOU. The structure as an entire makes use of the retro European Gothic visual of “William’s Castle”. The duration stone cladding, sculpted arched windows, stained glass and fireplace settings recreate the tune’s fantastical castle environment in physical type. Music is no longer something simply heard, it ends up being a scene you can see and stroll into.
Inside, the narrative unfolds flooring by flooring. 1F, the “Star’s Living Room”, brings the retro European rental property exterior through to the interior, with a huge chiming clock setup, big art toy sculptures and lighting strips, matched inside your home by stained glass, a fireplace-and-sofa lounge, a main big art toy island and a blind box retail location. The flooring balances patronizing photo-taking and rest, recreating the feel of a living-room where fans collect. On 2F, the “CHOUCHOU Universe” phases blue nebula resin floor covering, time-space photo-frame setups and happiness-making pill pods to develop a walk-through IP universe, with immersive picture areas and storytelling at its core. 3F, the “Secret Loft”, is anticipated to open to the general public in November 2026 and is prepared to house a concealed dining establishment and an acoustics lab celebration area, extending the shop beyond retail into neighborhood event.
More Than 300 SKUs at Launch, with Global Debuts and City Exclusives in the Spotlight
Beyond the spatial experience, the shop’s item line-up is similarly abundant. Throughout the opening duration, the shop is revealing a very first drop of more than 300 SKUs throughout 7 classifications: collectible figures and blind boxes, themed luxurious, fashionable devices, home and way of life, digital peripherals, city exclusives and cross-brand partnerships. The variety covers both collectible big art toys and series blind boxes, and useful spin-offs for daily usage, providing on the guarantee of “gather it, use it, utilize it”.
At the centre of the opening line-up are 6 luxurious series– Earphone CHOUCHOU, Poker Encounter, Football CHOUCHOU, Dim Sum Is Busy, Absolute Pitch and Milk Tea CHOUCHOU– revealed as a surprise, each with its own distinct style idea and adorable, lively styling, including a more youthful, more reassuring and more collectible note to the shop’s fashionable toy deal. The “Kung Fu Soccer × CHOUCHOU” cooperation series combines the rousing spirit of sport and the CHOUCHOU character. Utilizing fashionable toys as a medium to get in touch with movie and tv culture, the series develops a brand-new type of expression in between the excitement of a sports story and the approachability of the IP character. Star Plus Legend’s initial IP MAJI DOGGIE goes on sale in a physical shop for the very first time, signed up with by IPs consisting of WAKAEMO, more widening the shop’s IP matrix and offering customers more characters to select from and engage with.
In the mix is the “Shanghai Flagship Store City Exclusive Series”, motivated by Shanghai’s metropolitan culture and the architecture of the flagship shop itself. It turns Shanghai-style themes such as the East Nanjing Road shop, the Oriental Pearl Tower and Magnolia into collectible keepsakes, so that clients can “Bring the flagship shop and Shanghai memories home”. A number of restricted editions make their international launching throughout the opening duration and are readily available just at the East Nanjing Road flagship shop. From cross-brand partnerships to initial IP incubation, and from city exclusives to collectible figures, the variety enhances the shop’s material and offers the opening line-up higher depth and freshness, all put together with real care.
“One City, One Store” Strategy Kicks Off as the Offline Retail Matrix Accelerates
Beyond items, the shop’s IP technique and growth roadmap are similarly well specified. Anchored by CHOUCHOU, Jay Chou’s main anime-style IP character, the shop will continue to present more international star IPs with time, supporting multi-IP co-existence. Zhou Peimin stated the flagship shop runs a “One City, One Store; One City, One Custom Design” design, and will keep the area fresh with routinely upgraded items, styles, cooperations and cultural material, so that every go to provides brand-new discoveries and experiences. Next, Central China’s very first flagship shop, in Changsha, will open on September 24, followed by flagship shops in Chengdu and Guangzhou. The shop network will likewise generate abroad stylish IP material and deal with Unitree Robotics to check out a brand-new company track of “stylish IP + clever hardware”.
For Star Plus Legend, opening its very first worldwide flagship shop is both a crucial action in extending from IP operation into physical, on-the-ground experience and an essential turning point in updating the offline retail matrix from robotic stores and pop-up shops into flagship-store experience areas. The opening is just the beginning point. The shop will keep revitalizing its material around brand-new IP releases, artist cooperations, city exclusives and offline neighborhood occasions, so that every check out feels brand-new and the opening buzz becomes long lasting content appeal and city pattern vigor.
Zhou Peimin stated the business intends to construct IPs for the long term, method company through a cultural lens and usage physical area as a point of connection. Products are not merely product, however part of the IP story; a shop is not a one-off picture area, however the start of a continuous relationship in between the brand name and its consumers. CHOUCHOU & & FRIENDS’vision is to end up being a first-rate stylish celeb IP platform deeply rooted in Chinese culture, linked to international imaginative resources and in action with the age’s instructions of premium advancement in the cultural sector. Utilizing fashionable IPs as a car, it will inform engaging cultural stories for a brand-new age and bring Chinese pattern culture to the world.
About Company
Star Plus Legend Holdings Limited (6683. HK) was established in 2017 and mainly concentrates on IP production and operation, leveraging IP-driven synergies to broaden into AI + robotics and brand-new usage in the healthy way of life sector. The Company was effectively noted on the Main Board of the Hong Kong Stock Exchange in July 2023, authorized for addition in the Hang Seng Composite Index in February 2024, and officially went into the Hong Kong Stock Connect in March of the exact same year. In September 2025, Star Plus Legend revealed the acquisition of around 1.17% equity in National Stadium Co., Ltd. (the operator of the Bird’s Nest), ending up being the only private-sector investor of the Bird’s Nest to date. In November of the very same year, Star Plus Legend revealed that it had actually ended up being a tactical investor of Galaxy Corporation Co., Ltd (“Galaxy”), a popular home entertainment management business in South Korea, enhancing its worldwide IP existence. Galaxy boasts a lineup of worldwide prominent artists, consisting of Kwon Ji-Yong (likewise referred to as G-DRAGON), Kim Jong-kook, and Song Kang-ho.
In the field of IP development and operation, the Company makes the most of the impact of its artists by producing tailored character and material IPs customized to each person. In regards to character IPs, the Company has actually developed deep cooperations with core stars such as Jay Chou and Liu Keng-hung, leading to 2 renowned IPs– “CHOUCHOU” and “Coach Liu”. And the cumulative variety of fans of the existing star IP portfolio has actually reached 280 million. In 2023, the Company worked together with a leading Hollywood visual results group to produce the digital human of “CHOUCHOU” for Jay Chou and introduced the very first metaverse trailer, “The Awakening”. The permission of the digital human of CHOUCHOU to China Mobile as its Dynamic Star Ambassador, 5G Metaverse Pioneer, and 5G Video Ringtone Ambassador symbolizes Star Plus Legend’s effective growth of its IP licensing company into the digital material sector. In 2022, the Company helped Liu Keng-hung in ending up being a nationwide physical fitness coach and likewise established his main anime-style personality and digital human, “Coach Liu”. In 2026, Liu Keng-hung was picked into the very first batch of quality online banners under the Quality Online Streamer Cultivation Project. In addition, the Company presented a brand-new initial IP character, “WAKAEMO,” in 2025, and released a cooperation program with 100 global pop artists to construct a worldwide artist network and promote the internationalisation of Chinese star IPs.
In regards to material IP, the Company developed Jay Chou’s very first outside truth program “J-Style Trip” in 2020, which has actually aired for 3 seasons. In 2024, it released “Yue Lai Yue Kuai Le”, a music talk reveal hosted by Harlem Yu. In 2025, the Company presented micro-variety programs and sports range reveals including Liu Keng-hung, consisting of “Nothing But Fifty” and “Geng Wo Qi Jiu Dui Le”, along with the city physical fitness household occasion series “Geng Fitness 5KM” and the enjoyable competitors “G-VERSE Celebrity Tennis Invitational”, to name a few. In regards to occasions, the Company buys or produces the world trip shows of Jay Chou and Kwon Ji-Yong, along with performances including artists from the Star Plus Legend portfolio. Depending on its own IP resources to drive content advancement, the Company has actually introduced cultural tourist tasks in over twenty cities worldwide, deepening the incorporated advancement of “IP + Culture + Tourism + Business + Sports + Performance”. In September 2025, Star Plus Legend partnered with Shanghai Museum to host the themed art program “The Remarkable Ancestors– CHOUCHOU’s Time Travel Adventure”, making “CHOUCHOU” the very first celeb IP to get in a nationwide museum. To mark the 25th anniversary of Jay Chou’s launching, the Etersource brand name revealed the release of the formally licensed Jay Chou “Carnival” World Tour collectible cards series, for which Star Plus Legend functions as the special worldwide supplier.
In the AI + robotics section, the Company revealed a tactical collaboration with Yushu Technology, an international leader in robotics. The 2 celebrations will act as each other’s tactical partners around the world and will collectively establish consumer-grade Robot items. The very first collective item, a quadruped robotic pet dog with strong IP characteristics, made its very first public launching at the opening event of the Shanghai Tourism Festival. Star Plus Legend and Yushu Technology have actually developed a joint endeavor to check out the brand-new field of “IP + Robotics + AI”. The Joint Venture Company will be mostly accountable for the development and advancement of consumer-grade IP robotics (consisting of family pet quadruped robotics and carrying out humanoid robotics) and IP acquired items (the “Products”), and will have special rights to offer and run the Products.
In the brand-new usage in the healthy way of life sector, the Company concentrates on establishing and offering health management and skin care items. Its portfolio consists of a number of brand names: MODONG, a health management brand name that promotes low-sugar and low-carb diet plan; Bonggie, which includes food with tidy active ingredient list; Dr. INYOU, which concentrates on nutrition balance; Dr. MG, a skin care brand name which targets recombinant collagen; and VIVICYCLE, a light-exercise way of life brand name that incorporates physical fitness into daily life. According to CIC, MODONG Coffee ranked initially in China’s bulletproof beverage market by gross product worth (GMV) for 6 successive years from 2020 to 2025, with cumulative sales reaching 130 million cups over the 6 years. Bonggie Matcha Powder ended up being the very popular item in the Douyin natural powder market in 2023. In addition, the MODONG brand name has actually gotten honors such as the “AA Well-known Trademark” and “Jiangsu Famous Trademark”. In March 2025, MODONG went through brand name revitalisation and introduced the brand-new MODONG MAGIC series, promoting the brand name idea “A Cup On-the-Go: Crafting Magic for Healthy Living”and formally revealed Hannah Quinlivan as the brand name ambassador.
In regards to service operations, Star Plus Legend depends on its core IPs, incorporates different application circumstances, and advances a worldwide growth technique to develop a full-chain community covering IP incubation, operation, and monetisation. In addition, the Company actively accepts innovative innovation and leaders the brand-new “IP + Robotics + AI” track, forming a detailed design of “IP + Content + Technology + Consumption” to develop a total commercial closed loop. Through technological empowerment and scenario-based development, the Company is constructing a “Global IP Development and Operation Platform,” advancing from an “IP Creator and Operator” to an “Ecosystem Operator for Happiness Experiences”.
Star Plus Legend’s Official Website: www.6683.hk/en/
Promotion clip: www.6683.hk/vancheerfile/files/2025/12/20251225164156183.mp4
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