Hsin Fu Chen Trading Company Introduction
The fourth-generation owner, Wu Hongyi, shared that his great-grandmother originally made a living by selling rice dumplings at a stall next to the Cheng Huang Temple. Due to the fragrant spices, she gained popularity among old and new customers, leading to a booming business. Encouraged by her patrons, at just twenty years old, she purchased land at the current location to start her business, founding what is known today as "Xinfuzhen Commercial Firm." Her innovative ideas during the rice dumpling production — "scallion aroma, filling aroma, and lard aroma" — transformed into the aroma of cakes. After numerous trials, she finally created the well-loved Hsinchu rice cake, known as the Zhuqian Cake, which has maintained its reputation for a century. Xinfuzhen Commercial Firm offers an overwhelming variety of products, among which a few are widely recognized for their uniqueness: Zhuqian Cake, Chai Shu Cake, and steamed egg cake. The Zhuqian Cake is particularly distinctive for five aspects — its skin is crispy, the filling is soft, the sweetness is just right, it is intensely aromatic, and it does not feel greasy. Besides its unique flavor, the Zhuqian Cake is also affordable, costing only twenty-five yuan each. The Chai Shu Cake, resembling an ancient women's hair comb, is crafted with creative techniques passed down through generations. Visitors to Hsinchu must come here to sample these delights.
