SHANGHAI: China’s growing first-store economy is creating new opportunities for celebrity intellectual property (IP) companies to bring entertainment brands into physical retail, as Hong Kong-listed Star Plus Legend Holdings Ltd sees significant potential in the country’s celebrity IP market and plans to step up investment in offline IP experiences.
“We are very optimistic about the huge celebrity IP market in China,” said Franki Lai, executive director and chief financial officer of Star Plus Legend.
The company plans to leverage the development of China’s first-store economy and accelerate its offline retail expansion through a “one city, one store” strategy, focusing on major Chinese cities.
Shanghai has made the first-store economy a key part of its efforts to boost consumption and strengthen its position as an international consumption centre.
The city has introduced policies supporting high-level first stores, including global and Asian flagship stores, while its 2026 guidelines provide financial support for eligible first stores and flagship stores.
Star Plus Legend notably opened the first global flagship store of Chouchou & Friends on Sept 23 on East Nanjing Road in Shanghai.
Covering 570 sq m, the store is designed as an immersive fan experience space centred on celebrity IPs, including Chouchou, the anime-style IP character based on singer Jay Chou. — China Daily/ANN
