(Yicai Global) Oct. 10 -- Star Plus Legend Holdings, an intellectual property company linked to Chinese pop star Jay Chou, has filed its initial public offering application for the third time with the Hong Kong Stock Exchange.

Star Plus Legend, which makes most of its income through instant coffee sales, applied once again as the previous two applications expired after six months without a listing. The Hong Kong-based company's business scope involves new retail business, including health management products and skin care products, as well as intellectual property creation and operation, per the prospectus.

Founded in 2017, Star Plus Legend used to mainly focus on intellectual property related to reality TV shows, concerts, and short-video platform accounts featuring Chou. The mandopop star's mother Yeh Hui-mei is one of the founders of the IPO hopeful. Yeh and her three partners held more than 64 percent of the firm's shares as of Sept. 28. Jay's music partner and lyricist Vincent Fang is the chief cultural officer.

Star Plus Legend launched its first health management product, Modong Coffee, in 2019. Such bulletproof coffee products are mainly sold through WeChat's social e-commerce platform. Before that, the company launched skin care products in 2018.

The firm represents other celebrities too, namely Chou's friend and actor Will Liu. Last November, Star Plus Legend established a joint venture called Talent Planet with Liu's agency W&V, owning 70 percent of the equity. Talent Planet mainly plans and manages Liu's live-streaming business.

Liu has become increasingly famous this year as his home fitness videos caused the celebrity to boost his number of TikTok followers by 10 times from April to May, with an addition of 60 million users. Cooperation with Liu helped Star Plus Legend generate revenue of CNY28.2 million (USD4 million) in the event planning and IP program segment as of June 30.

From January to June, Star Plus Legend earned CNY14.5 million in net profit, up 53 percent. But its revenue fell by 25 percent to CNY125 million (USD17.6 million). The new retail business contributed almost 74 percent of all sales.

Editor: Emmi Laine, Xiao Yi