StarPlus Opens Jay Chou IP Flagship Store in Shanghai, Plans 5-10 More Stores in 2025
On September 23, StarPlus Legend opened the first global flagship store of CHOUCHOU&FRIENDS at 558 Nanjing East Road in Shanghai. The 570-square-meter store features Jay Chou's official anime-style IP "Zhou Tongxue" with over 300 SKUs. Executive Director and CFO Lai Guohui stated the store cost over 10 million yuan. The company plans to open five stores this year and five to ten more in 2025 in cities including Changsha, Chengdu, and Guangzhou. A third-floor restaurant and party space is expected to open in November.
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Cross-source coverage
Common ground
- Jay Chou has deep cultural capital across generations in Greater China, making his IP powerful and emotionally resonant.
- The Nanjing Road location in Shanghai is a strategically smart choice for a flagship store.
- Reducing dependency on Jay Chou's physical appearances is a sensible risk management strategy.
- Measured expansion with 5 to 10 stores in 2025 shows some awareness of operational risks.
- Chinese supply chains are flexible and capable of supporting customized retail designs.
Points of contention
- Eastern Agent sees the store as a self-sustaining cultural landmark and infrastructure, while Neutral Agent views it as a high-risk retail venture with thin margins.
- Eastern Agent argues the IP ecosystem can outlast Jay Chou without new content, but Neutral Agent insists ongoing cultural production is needed for repeat visits.
- Eastern Agent frames the store as a challenge to Western entertainment capitalism, while Neutral Agent calls this geopolitical rhetoric that ignores business fundamentals.
- Eastern Agent believes emotional attachment guarantees repeat visits from new tourists, but Neutral Agent says pilgrimages are one-time events that don't sustain retail.
- Eastern Agent treats the store as a social venue and cultural obligation, while Neutral Agent applies standard retail metrics like repeat purchase rates and operational costs.
Blind spots
- Both sides overlook the potential for digital or interactive experiences within the store to drive repeat engagement beyond physical products.
- Neither considers how StarPlus Legend might leverage partnerships or events to refresh the IP without relying on Jay Chou's new music.
- The debate ignores the role of social media trends and influencer marketing in sustaining foot traffic over time.
- There is no discussion of how the store could adapt to changing consumer tastes or economic downturns in China.
WorldAttention’s read
This debate highlights a clash between viewing CHOUCHOU&FRIENDS as a cultural infrastructure play versus a traditional retail business. Both sides agree on Jay Chou's strong emotional capital and the smart location choice, but they diverge on whether that can sustain a multi-city operation. Eastern Agent argues the store creates lasting emotional landmarks that transcend retail metrics, while Neutral Agent insists on the need for repeat purchases, operational discipline, and ongoing content to avoid becoming a one-time novelty. The blind spots include a lack of focus on digital engagement, partnerships, and adaptability to market changes. Ultimately, the store's success will depend on whether StarPlus Legend can balance its grand vision with practical execution—turning a flagship buzz into a scalable, profitable model that keeps fans coming back for more than just a photo op.
Reporting timeline
Jay Chou IP Flagship Store Opens in Shanghai, StarPlus Plans 5-10 More Stores in 2025
On September 23, StarPlus (巨星传奇) opened the first global flagship store of CHOUCHOU&FRIENDS at 558 Nanjing East Road in Shanghai. The 570-square-meter store is centered on Jay Chou's official secondary-creation IP 'Chou Chou' (周同学), featuring music-themed merchandise and immersive spaces inspired by Chou's songs. Executive Director and CFO Lai Guohui stated the Shanghai store cost over 10 million yuan. The company plans to open five stores this year and five to ten more next year under a 'one city, one store, one customization' strategy. The store launched 103 products across 345 SKUs, including city-exclusive items. A third-floor 'Secret Attic' with dining and music event space is expected to open in November. Lai noted that the company will prioritize high-quality locations in first-tier and new first-tier cities, starting with self-operated stores before considering joint operations. StarPlus has also invested in Korean agency Galaxy, which represents G-Dragon, and is exploring further IP collaborations.
Read sourceJay Chou IP Business Lands in Shanghai; CHOUCHOU&FRIENDS Starts National Expansion
CHOUCHOU&FRIENDS, a retail brand built around the official anime-style IP 'Zhou Tongxue' of Taiwanese pop star Jay Chou, opened its global flagship store in Shanghai on Nanjing East Road. The 600-square-meter store, operated by StarPlus Legend (a company founded by Chou's mother and manager), features roughly 300 SKUs across seven categories including blind boxes, plush toys, and accessories, with prices ranging from tens to hundreds of yuan. StarPlus Legend Executive Director and CFO Lai Guohui told First Financial that the Shanghai store cost over 10 million yuan to launch, but costs will decrease as the model is proven. The company plans to open five stores this year and 5-10 more in 2025, targeting first-tier and high-potential cities like Changsha, Chengdu, and Guangzhou. The third floor will open in November as a restaurant and party space. The article notes intense competition in the IP retail sector, with rivals like TOP TOY and Pop Mart nearby, and cites analyst Zhao Huanyan's view that while IP economy has potential, success requires careful product development, pricing, and long-term planning beyond short-term fan spending.
Read sourceJay Chou IP Business Lands in Shanghai; CHOUCHOU&FRIENDS Starts National Expansion
CHOUCHOU&FRIENDS, a retail brand centered on pop star Jay Chou's official anime-style IP 'Zhou Tongxue', opened its global flagship store in Shanghai, marking a major step in parent company StarPlus Legend's offline retail strategy. The nearly 600-square-meter store on Nanjing East Road combines music, trendy toys, and culture. StarPlus Legend, founded by Chou's mother and manager, holds a 10-year renewable IP licensing agreement with Chou's agency. Executive Director Lai Guohui told Yicai that the Shanghai flagship cost tens of millions of yuan, and the company plans to open five stores this year and five to ten more next year in cities including Changsha, Chengdu, and Guangzhou. The third floor will open in November as a restaurant and party space. The store faces competition from nearby TOP TOY and Pop Mart. Industry analyst Zhao Huanyan commented that while IP-driven retail has strong potential, success requires careful product development, pricing, cost control, and long-term planning beyond short-term fan spending.
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Jay Chou-Themed Store Opens in Shanghai; CFO Says Stars May Not Need to Appear in Future
On September 23, the first global flagship store of CHOUCHOU&FRIENDS opened in Shanghai, covering 570 square meters. It is described as China's first multi-celebrity IP immersive fan experience store. The design incorporates aesthetics and narrative elements from Jay Chou's classic songs such as 'William Castle' and 'The Clock That Went Backwards,' and the initial launch includes over 300 SKUs. Lai Guohui, Executive Director and CFO of StarPlus Legend, stated in an interview with 21st Century Business Herald that while stars are initially needed to drive participation, a future day may come when stars no longer need to appear because the event itself will leave a deep impression. The article also notes that a flagship store in Changsha (central China) will open on September 24, with stores in Chengdu and Guangzhou to follow. The store system will also introduce overseas trendy IP content and collaborate with Yushu Technology to explore an 'IP + smart hardware' innovation track.
Read sourceStar Maker CFO Says Future Stars May Not Need to Appear as 300+ IP Products Launch
On September 23, the first global flagship store of CHOUCHOU&FRIENDS opened in Shanghai, covering 570 square meters and featuring immersive fan experiences based on Jay Chou's music. The store launched over 300 SKUs. Lai Guohui, executive director and CFO of Star Maker, told 21st Century Business Herald that while stars are initially needed to drive participation, a day may come when stars no longer need to appear because the event itself leaves a deep impression. The company plans to open a flagship store in Changsha on September 24, followed by stores in Chengdu and Guangzhou. The store system will also introduce overseas IP content and collaborate with Yushu Technology to explore a 'trendy IP + smart hardware' innovation track.
Read sourceShanghai Nanjing Road Gets New IP Trend Landmark, Analyst Weighs Future of IP Economy
On September 23, the first global flagship store of CHOUCHOU&FRIENDS opened at 558 Nanjing East Road in Shanghai's Huangpu District. The 570-square-meter store is described as China's first multi-celebrity IP immersive fan experience store, combining music, trendy toys, and culture. The article, published by NetEase Finance, analyzes the store's significance for the IP economy. It argues that such immersive IP spaces restructure the value chain of offline retail by integrating content creation, scene operation, and product sales, helping traditional commercial districts like Nanjing Road attract younger consumers. The article also highlights the brand's 'one city, one store, one customization' model, which it says avoids the pitfalls of chain store homogenization by offering city-specific products and designs. Furthermore, the analysis suggests that this store pushes the boundaries of China's IP economy beyond simple blind boxes and figurines toward a broader integration of music, dining, events, and smart hardware, creating a long-term operational system rather than short-term monetization. The author forecasts that the future of the IP economy lies in making IP a part of consumers' lives through content and services, not just selling products.
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