Star Plus Legend

What Star Plus Legend does

Star Plus Legend Holdings Limited (巨星传奇, 6683.HK) is a Hong Kong-listed IP creation and operating company founded in 2017 and listed on the HKEX Main Board in July 2023. The company operates three interconnected segments: (1) IP creation and operation, anchored by exclusive long-term rights to celebrity IPs of Jay Chou (CHOUCHOU 周同学) and Liu Genghung (Coach Liu 刘教练), with cumulative reach of 2.8 billion fan interactions; (2) AI + Robotics, encompassing DeepSeek-powered applications (JuVision AI marketing tool, MODONG Health AI nutrition companion), digital human avatars (CHOUCHOU, Coach Liu, Chuanqi, Xingxing) created with Wētā Workshop, and consumer-grade IP robotics co-developed with Unitree Robotics through the Yuxing Entertainment JV; and (3) Health & Lifestyle New Retail, comprising five sub-brands — MODONG (魔胴, bulletproof coffee, #1 in China 2020–2024), Bonggie (爱吃鲜摩人, clean-ingredient superfoods), DRINYOU (盈养博士, nutritional supplements), DRMG (摩肌博士, recombinant collagen skincare), and VIVICYCLE (light-exercise lifestyle).

The business model converts celebrity IP into diversified revenue streams: IP licensing and royalties (e.g., China Mobile digital human licensing, 200+ CHOUCHOU brand collaborations); new retail product sales across e-commerce, physical retail, robot stores, and the self-operated 巨星优选 private domain platform (300,000+ consumers); content production and live event monetization (J-Style Trip, Yue Lai Yue Kuai Le, Carnival World Tour, Genesis Concert); and technology/robotics hardware sales, including the IP Robot Dog (巨星狗) which has secured initial orders exceeding RMB 100 million. Distribution combines third-party platforms (Douyin, Xiaohongshu, JD, Tmall, WeChat) with owned channels, and the company has recently extended its footprint into South Korea via a strategic stake in Galaxy Corporation and into venue IP via a 1.17% stake in National Stadium (Bird's Nest). Revenue for H1 2025 reached 355 million RMB with 33% year-over-year growth; new consumption business grew 91.5% YoY while IP revenue grew 149.8% YoY in H1 2024.

Name

Star Plus Legend

Legal name

Star Plus Legend Holdings Limited

Website

https://splegend.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Star Plus Legend (巨星传奇, 6683.HK) is a Hong Kong-listed IP creation and operating company that monetizes exclusive celebrity IPs of Jay Chou and Liu Genghung across content, digital humans, IP-driven robotics, and five health/lifestyle retail sub-brands, serving Chinese consumers plus enterprise partners including China Mobile.

Ownership category

akta.pro rank

Product category

Celebrity IP Management & Operations

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Amusement & Recreation Services (7900), Retail-Variety Stores (5331)

akta.pro primary industry

Merchandising, Character & Brand Licensing (MPADALAF)

akta.pro secondary industries

Merchandising & D2C Management (Artists) (MPAIAGAI), Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF), Toy & Game E-commerce Specialists (CRALAFAL), Creator/Influencer Storefront Platforms (CRAFANAC), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

Keywords

• Celebrity IP licensing
• Digital human technology
• Health management products
• IP-driven retail
• AI marketing tools

Headquarters

HQ city

Kunshan

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. IP Licensing and Creation: Star Plus Legend creates and licenses proprietary celebrity intellectual properties, including those of Jay Chou and Liu Genghung. Revenue is generated through IP licensing, co-creation deals, and royalty arrangements with third-party brands and media partners across entertainment, consumer products, and digital applications.
2. New Retail Product Sales: The company sells new retail products directly to consumers, spanning health management solutions and AI-powered skincare products developed under its Star Plus Action subsidiary in partnership with Park Ha Biological. Products are distributed through e-commerce platforms, physical retail, robot stores, and self-operated private domain e-commerce (巨星优选).
3. Content Production and Program Creation: Revenue from producing and distributing entertainment content, including television programs, online series, and music show formats such as J-Style Trip, as well as management of celebrity performance and concert event activities.
4. Technology and Robotics Products: Revenue generated through the sale of IP-driven robotics products including consumer and retail robots distributed via the CHOUCHOU AI Robot Store concept, with distribution support from ADATA (威刚科技). The company also holds a joint venture with Unitree Robotics (宇星娱乐科技有限公司) focused on IP-driven robotics commercialization.
5. IP Collectibles and Fan Merchandise: Sale of IP-based collectible card series and related fan merchandise. The first series is priced at 350 yuan per box containing 10 packs of 5 cards each (50 cards total), with a limited global run of 118,000 boxes.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Star Plus Legend creates, manages, and licenses proprietary celebrity intellectual properties — most notably CHOUCHOU (Jay Chou's anime persona) and Coach Liu (Liu Keng-hung's fitness IP) — and monetizes them through content production, AI-powered digital humans, IP-driven consumer robotics, and a portfolio of new retail health and skincare brands (MODONG coffee, Bonggie superfoods, DRINYOU nutrition, DRMG skincare, VIVICYCLE). The company distributes products through Chinese e-commerce platforms, physical retail, robot stores, and a self-operated private domain e-commerce channel (巨星优选), while licensing IP and technology to enterprise partners including China Mobile, Pop Mart, Chow Tai Seng, and Tencent Music.

Product overview

Star Plus Legend (巨星传奇, 6683.HK) operates a diversified IP-driven business with three interconnected segments: IP creation and operation, AI + robotics, and new retail in healthy living. In IP creation and operation, the company builds and manages celebrity IP characters — most notably CHOUCHOU (Jay Chou's anime persona) and Coach Liu (Liu Keng-hung's fitness IP) — alongside content production (J-Style Trip, Yue Lai Yue Kuai Le, new media micro-variety shows), artist management, and large-scale concert events. In AI + robotics, the company integrates AI capabilities (generative AI, autonomous agents, process automation) through products including 巨视 (JuVision) AI marketing tool, 魔胴健康 (MODONG Health) AI nutrition companion, AI digital humans (CHOUCHOU, Coach Liu, Chuanqi, Xingxing), and consumer-grade IP robots developed with Unitree Robotics. In new retail, the company develops and sells health and wellness products through five sub-brands: 魔胴 (MODONG, bulletproof beverages and low-carb products), 爱吃鲜摩人 (Bonggie, clean-ingredient superfoods), 盈养博士 (DRINYOU, nutrition supplements), 摩肌博士 (DRMG, recombinant collagen skincare), and VIVICYCLE (light-exercise lifestyle). The company distributes through an omnichannel network spanning online e-commerce platforms (Douyin, Xiaohongshu, JD, Tmall, WeChat mini programs), physical retail stores, and robot stores. The three segments are deeply integrated: IP characters promote retail products through content and events, AI tools enhance both IP operations and product recommendations, and retail products generate revenue that funds IP development.

Differentiator

Problem solved

Functional benefit

Brands

• 周同学 (CHOUCHOU): Jay Chou's official anime-style IP character launched in 2019; licensed across fashion, cultural creative, 3C electronics, food, and precious metals categories
• 刘教练 (Coach Liu)
• 魔胴 (MODONG)
• 爱吃鲜摩人 (Bonggie)
• 盈养博士 (DRINYOU)
• 摩肌博士 (DRMG)
• VIVICYCLE
• WAKAEMO
• 方夫子 (Master Fang)
• VIVI
• 巨视 (JuVision)
• 魔胴健康 (MODONG Health)

Products and services

• CHOUCHOU (周同学) IP Jay Chou's official anime-style IP character developed by Star Plus Legend. Licensed across fashion, cultural and creative, 3C electronics, food, and precious metals categories with over 200 brand collaborations. The IP has expanded globally through concerts, exhibitions, tourism partnerships, and entry into national museums.
• Coach Liu (刘教练) IP Liu Keng-hung's official anime-style IP character created in conjunction with his appointment as a national fitness coach. Integrated into fitness content, merchandise, and brand promotions across the company's health and lifestyle ecosystem, including the VIVICYCLE brand.
• WAKAEMO IP Original IP character launched in 2025, inspired by the three-heart lucky clover from an imaginary 'Emotion Forest' planet. Marketed as an emotional value carrier under the CHOUCHOU Black Label sub-brand, with the first limited-edition doll released via a pop-up store at Lane Crawford in Shanghai.
• MODONG (魔胴) Health Brand Health management brand promoting low-carb and low-sugar dietary lifestyles. Flagship product MODONG Coffee ranked first in China's bulletproof drink market for five consecutive years (2020–2024) by GMV. Other products include probiotic freeze-dried powder, herbal wellness drink, MCT coffee, and high-protein milk tea.
• Bonggie (爱吃鲜摩人) Superfood Brand Clean-ingredient superfood brand promoting healthy eating. Matcha powder ranked first in Douyin's natural powder market in 2023. Products include high-fiber botanical powder, matcha powder, tiger nut protein powder, high-fiber cereal bars, and brownie crisps.
• DRINYOU (盈养博士) Nutrition Brand New scientific nutrition brand focused on making health management part of everyday life. Products include polyphenol energy drink, white kidney bean citrus fiber tablets, collagen peptide water-light drinks, and ejiao red ginseng drinks, targeting women aged 18–45 and families.
• DRMG (摩肌博士) Skincare Brand Skincare brand focused on anti-aging solutions and recombinant collagen products. Addresses facial skin aging by age, layer, and skin type with evidence-based formulations. Products include botanical soothing scalp essence, VC essence, S-curve firming gift sets, and a range of shampoos and hair care items.
• VIVICYCLE Light Exercise Lifestyle Brand Light-exercise lifestyle brand founded by Liu Keng-hung and Wang Wanfei (ViVi), targeting Gen Z and women 25+. Integrates fitness into everyday life through activewear and lifestyle products, positioning sportswear as fashionable everyday wear.
• JuVision (巨视) AI Marketing Tool An all-in-one AI-powered marketing tool integrated with DeepSeek, enabling automated content creation, campaign management, and AI-driven marketing workflows for celebrity IP and brand promotion. Available via mobile app.
• MODONG Health (魔胴健康) AI Nutrition Companion An always-on AI nutrition companion app powered by DeepSeek, providing personalized dietary advice, nutrition planning, and health management support for consumers.
• CHOUCHOU Digital Human (周同学数智人) Jay Chou's official digital human created with Hollywood's Weta Workshop, serving as China Mobile's Dynamic Star Ambassador, 5G Metaverse Pioneer, and 5G Video Ringtone Ambassador. Featured in the metaverse teaser 'Dimensional Frontier' (次元拓) released in 2025.
• Coach Liu Digital Human (刘教练数智人) Liu Keng-hung's official digital human persona developed for fitness content, brand ambassador, and interactive engagement across digital channels.
• Star Dog (巨星狗) IP Robot A quadruped robot dog with strong IP attributes developed through the Star Plus Legend and Unitree Robotics joint venture (Yuxing Entertainment Technology Co., Ltd.). The first commercial product in the 'IP + Robotics + AI' model, debuting at the Shanghai Tourism Festival and receiving orders exceeding RMB 10 million.
• J-Style Trip (周游记) Reality Show Jay Chou's outdoor reality show created by Star Plus Legend. First aired in 2020; three seasons produced (2020, 2023, 2025). Season 3 debuted on Zhejiang TV, Z视介, and Youku, achieving top ratings and hundreds of millions of online views.
• Yue Lai Yue Kuai Le (乐来越快乐) Music Talk Show A music talk show hosted by Harlem Yu, featuring reimagined classic songs and artist stories. Co-produced with Zhejiang TV and Z视介, achieving top ratings and over 20 billion social media views.
• Concert & Performance Events Production Concert and large-scale performance event production and investment, including Jay Chou's 'Carnival' World Tour, Liu Keng-hung's 'Genesis' Dynamic Concert, Nan Quan Mama's 'I'm Back' Tour, Eric Suen's 30th Anniversary Tour, and National Fitness EDM Parties. The company invests in and produces these events as part of its IP-driven business model.

Quantifiable outcome

• 2.8 billion cumulative IP fans across proprietary celebrity IP ecosystems, providing massive built-in consumer audience for product activation
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Unitree Robotics (宇树科技)flagshipStrategic or Co-development PartnerStar Plus Legend entered into a global strategic partnership with Unitree Robotics, a leading humanoid and quadruped robotics company, establishing a joint venture entity '宇星娱乐科技有限公司' with an enterprise value of 1.17 billion HKD. The partnership focuses on developing and commercializing IP-driven robotics products, leveraging Unitree's robotics platform and Star Plus Legend's celebrity IP assets for unique consumer and entertainment robotics applications.
• Park Ha BiologicalcoreStrategic or Co-development PartnerStar Plus Action, a subsidiary of Star Plus Legend, entered into a strategic partnership with Park Ha Biological for the co-development of AI-powered skincare products. The partnership combines Star Plus Legend's celebrity IP endorsement and marketing capabilities with Park Ha Biological's formulation and biotech expertise to create differentiated beauty products for the Asian consumer market.
• Wētā WorkshopcoreTechnology or IntegrationStar Plus Legend partnered with Wētā Workshop, the Academy Award-winning New Zealand visual effects and physical effects company behind The Lord of the Rings and Avatar, for the creation of digital human avatars based on its proprietary celebrity IPs. The partnership enables the development of photorealistic digital human representations of Jay Chou, Liu Genghung, and other Star Plus Legend celebrity assets for commercial applications.
• China MobilecoreOEM/ Whitelabel/ Licensing PartnerStar Plus Legend licensed its digital human technology and celebrity IP avatars to China Mobile for deployment across the telecommunications giant's digital platforms and services. This licensing arrangement generates technology services revenue and extends the reach of Star Plus Legend's digital human assets to China Mobile's massive subscriber base.
• ADATA (威刚科技)minorChannel Partner/ Reseller/ DistributorADATA (威刚科技), a leading technology and electronics company, serves as a distributor for Star Plus Legend's IP-driven robot products, supporting the rollout of the CHOUCHOU AI Robot Store concept and broader robotics product commercialization through ADATA's established distribution networks.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Pop Mart: Leading Chinese collectible toy and IP merchandise company (HKEX: 9992). Highly comparable to Star Plus Legend's collectible card series, WAKAEMO limited-edition dolls at Lane Crawford, and CHOUCHOU merchandise — both monetize IP characters into physical collectibles and licensed consumer products for young Chinese consumers.
• Sanrio Company: Japanese character IP owner and licensor (Hello Kitty, My Melody). Closely comparable to Star Plus Legend's CHOUCHOU and Coach Liu character-licensing model — both monetize proprietary character IPs across merchandise, content, and digital experiences over multi-decade horizons.

Broad incumbents

• Walt Disney Company: Global IP powerhouse with end-to-end IP creation, content, licensing, and consumer products. Relevant as the broad incumbent benchmark for Star Plus Legend's vertical IP-to-retail flywheel, though at vastly greater scale and with much deeper character IP libraries.
• Hasbro: Global toy and IP-driven entertainment company. Comparable to Star Plus Legend's licensed merchandise, collectible cards, and IP-driven products business, though Hasbro operates at much larger scale across more mature IP brands (Transformers, Nerf, Magic: The Gathering).
• Mattel: Global toy manufacturer and IP licensor (Barbie, Hot Wheels). Comparable in business model to Star Plus Legend's CHOUCHOU merchandise, WAKAEMO dolls, and IP collectible series — both monetize character IP into physical consumer products at scale.
• Tencent Music Entertainment: Listed Chinese music streaming and artist management platform (a Star Plus Legend commercial partner). Comparable as both a partner and adjacent business for celebrity IP commercialization, content production, and live concert/event monetization in the Chinese-speaking market.

Emerging players

• Galaxy Corporation: Korean entertainment management company representing G-Dragon and other major K-pop artists, in which Star Plus Legend holds up to 7%. Comparable as a celebrity IP management and artist-derivative-product business, though with a K-pop rather than Mandopop portfolio.
• Miniso: Chinese-affiliated variety retail chain with heavy IP licensing (e.g., Disney, Sanrio, Chiikawa). Comparable to Star Plus Legend's omnichannel retail and private domain e-commerce (巨星优选) approach to IP-themed consumer products, including the CHOUCHOU collaborations across 3C, fashion, and lifestyle.
• Bilibili: Chinese video and IP community platform with strong Gen Z/millennial engagement and active IP incubation. Comparable to Star Plus Legend's content-first IP-to-commerce flywheel, particularly around J-Style Trip, Yue Lai Yue Kuai Le, and new media micro-variety shows targeting the same demographic.

Others

• Oriental Land (Tokyo Disney Resort): Operator of Tokyo Disney and DisneySea under IP license. Comparable to Star Plus Legend's National Stadium (Bird's Nest) strategy of combining exclusive venue access with celebrity IP activations for live events, concerts, and cultural-tourism merchandising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Star Plus Legend