Hsin Yu Hsuan Introduction
The first generation founder, Lin Jin-Zhen, established the "Lao Xin Yu" bakery at "414 Wuqi Pond, Yongkang Township, Xinfeng County, Tainan Prefecture" during the Taisho period of Japanese rule. Before long, it became widely known, attracting visitors even from the architect Moriyama Matsunosuke, who designed the Governor-General's Office of Taiwan. The third-generation operator, Mr. Lin Yu-Zhong, made some changes to the products due to his beliefs and the contemporary health and wellness trends, such as removing meat, reducing sugar, and not using chemical additives. Although this trend lasted for a few years, it could not compete with the advertising effects of large factories and major brands. In 1998, his eldest son, Mr. Lin Jing-Yao, feeling the shrinkage of traditional markets, established "Xin Yu Xuan" to strengthen consumers' impression of the brand. In 2002, he collaborated with Uni-President Enterprises to launch the "Taiwan Flavors" product line, increasing national awareness of the brand.
