Star Plus Legend Holdings Limited is an investment holding company focused on two principal areas: new retail and intellectual property (IP) creation and operation. The company is headquartered in Kunshan, China, and predominantly serves the domestic market. Its new retail segment specializes in the development and sale of health management products, skincare goods, and beverages, notably the Motu coffee brand. These products are distributed through both online and offline channels, aiming to capture evolving consumer trends in wellness and personal care.

The company's IP creation and operation segment manages celebrity IPs, develops media content, organizes events, and licenses intellectual properties, catering to the growth of the entertainment and celebrity branding sector in China. Star Plus Legend Holdings Limited has become recognized for integrating retail innovation with media-driven initiatives, addressing diverse market demands and building brand equity. The group employs hundreds and maintains significant market capitalization, marking a notable presence within the consumer non-cyclicals sector, particularly in food, retail, and distribution.