Star Plus Legend (HKG:6683) said its unit signed a cooperation agreement with Jiushi Culture Communication to launch an IP and cultural tourism crossover project during the Shanghai Tourism Festival from September to October, according to a Wednesday bourse filing.
The initiative, tied to Jay Chou's upcoming Shanghai concerts, will feature CHOUCHOU-themed installations across six city landmarks, pop-up sites, and integration with local transport routes.
Star Plus aims to monetize the campaign via sponsorships, merchandise sales, and royalties, and plans further city partnerships to grow the CHOUCHOU brand.
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