Jay Chou IP Store CHOUCHOU&FRIENDS Opens in Shanghai; Star Plus Legend Plans 5-10 New Stores Next Year

The first global flagship store of CHOUCHOU&FRIENDS has officially opened in Shanghai, representing a key move in StarPlus’ offline retail strategy. The store primarily features merchandise based on “Jay Chou”, the official anime-style IP of renowned singer Jay Chou, and adopts a retail model that blends music, trendy toys, and culture.

According to StarPlus, the company plans to expand nationwide, with upcoming stores in cities such as Changsha, Chengdu, and Guangzhou. The company aims to open 5 to 10 new stores next year.

Store Details

A reporter from Yicai visited the store and noted that CHOUCHOU&FRIENDS spans approximately 600 square meters and is located on East Nanjing Road in Shanghai.

Background of StarPlus

StarPlus was founded by Jay Chou’s mother, Ye Huimei, and his manager, Yang Junrong, among other close associates. The company has signed a 10-year renewable IP licensing agreement with Jay Chou’s management company, JVR Music, allowing it to develop derivative products based on the official anime IP “Jay Chou”, invest in Jay Chou’s concerts, and produce variety shows such as Jay Chou’s Travelogue.

Jay Chou’s official Douyin account also previewed the store’s opening earlier today.

Strategic Vision

Speaking about the launch of offline retail stores, Lai Guohui, Executive Director and CFO of StarPlus, told Yicai:

“Opening retail stores is part of our strategy to build a full industry chain around celebrity IPs. In addition to ‘Jay Chou,’ we will later introduce IP merchandise from other artists into our retail matrix.”

The third floor of the CHOUCHOU&FRIENDS Shanghai flagship store is scheduled to open in November as a restaurant and party space, offering community and social functions beyond shopping.

Lai added:

“The Shanghai flagship store represents an investment of over ten million yuan. Once we validate the model, costs for new stores will decrease. We plan to expand nationwide, targeting first-tier cities and high-potential cities. This is part of our ‘one city, one store’ strategy. We aim to open five stores this year, and 5 to 10 new stores next year.”

Previous IP Initiatives

The “Jay Chou” IP has previously been involved in projects such as giant statues, pop-up stores, shared bikes, and sightseeing boats. It also collaborated with the Shanghai Museum on a themed art show titled “The Great Ancestor – Jay Chou’s Time Travel Adventure.”

StarPlus stated that these initiatives, along with the opening of the CHOUCHOU&FRIENDS store, are part of a broader effort to integrate culture, commerce, tourism, sports, and exhibitions, tapping into diverse business opportunities. The company views Shanghai as a key indicator of consumer trends in China, making it the ideal location for the flagship store. Future plans include integrating various celebrity IPs like “Jay Chou” into more diverse consumer scenarios.

Competitive Landscape

A Yicai reporter noted that the IP consumer market is highly competitive. The CHOUCHOU&FRIENDS flagship store is located next to TOP TOY, with Pop Mart also nearby. Meanwhile, more celebrities are leveraging IPs for business ventures. For example, actress Zhao Lusi recently opened a dessert shop, where fans queued early in the morning and some items sold out within 40 minutes.

Industry Analysis

Zhao Huanyan, a senior economist specializing in cultural and tourism industries, commented:

“Anime merchandise, blind boxes, and IP collaborations are currently hot trends in retail. Young consumers are increasingly willing to pay for emotional value and collectibility, especially when it comes to celebrity IPs. The IP economy has potential, but success depends on execution. Having an IP is not enough—companies must excel in product development, operations, and pricing. Overpricing can alienate consumers, while underpricing erodes profits. Physical stores require careful cost control, service quality, and operational management. The IP economy should not rely solely on short-term fan spending but must focus on long-term planning and sustainable growth.”

Source: Yicai