Hsin Yu Hsuan Introduction
The first generation founder, Lin Jin-zhen, established the "Lao Xin Yu" bakery in 414 Wuku Pond, Yongkang Village, Xinfeng County, Tainan during the Taisho period of Japanese rule. Soon, it became famous far and wide, attracting even the architect of the Taiwan Governor-General's Office, Mori Yama Matsunosuke. The third-generation operator, Mr. Lin Yu-zhong, made some changes to the products in line with health and wellness trends, such as reducing meat, increasing vegetarian options, lowering sugar, and not using chemical additives. Although this became popular for a few years, it could not compete with the advertising impact of large factories and big brands. In 1998, his eldest son, Mr. Lin Jing-yao, felt the traditional market was shrinking, and thus established "Xin Yu Xuan" to strengthen consumer impression of the brand. In 2002, they collaborated with Uni-President Enterprises Corporation to launch the "Taiwan Memories" product series, increasing national awareness.
