Hsin Yu Hsuan Introduction
The first-generation founder, Lin Jin-Zhen, established the "Lao Xin Yu" bakery in the Taisho era during Japanese rule at "414 Wuqi Pond, Yongkang Village, Hsinfeng County, Tainan Prefecture," which is now near Yongkang City, Tainan County. Before long, the bakery gained a wide reputation, attracting even the architect of the Taiwan Governor-General's Office, Moriyama Matsunosuke. The third-generation manager, Mr. Lin Yu-Zhong, made some changes to the products due to his beliefs and the contemporary health and wellness trends, such as eliminating meat, adding vegetarian options, reducing sugar, and avoiding chemical additives. Although this trend lasted for a few years, it could not compete with the advertising power of large factories and major brands. In 1998, his eldest son, Mr. Lin Jing-Yao, felt that traditional markets were declining, so he rebranded to "Xin Yu Xuan" to strengthen consumer impression of the brand. In 2002, they collaborated with Uni-President Enterprises to launch the "Taste of Taiwan" product line, increasing national awareness.
