Hsin Yu Hsuan Introduction
The first generation founder, Lin Jin-Zhen, established the "Lao Xin Yu" bakery during the Taisho era of Japanese rule at "No. 414, Wuqitan, Yongkang Township, Xinpho County, Tainan Prefecture," which is near present-day Yongkang City, Tainan County. Soon, it gained a great reputation, attracting visitors including Sonoyama Matsunosuke, the architect of the Taiwan Governor-General's Office. The third-generation operator, Mr. Lin Yu-Chung, made some changes to the products based on health beliefs and contemporary health trends, such as reducing meat, adding vegetarian options, lowering sugar content, and avoiding chemical additives. Although this trend was popular for a few years, it could not compete with the advertising effects of large factories and well-known brands. In 1998, his eldest son, Mr. Lin Jing-Yao, realizing the shrinkage of traditional markets, rebranded as "Xin Yu Xuan" to strengthen consumer impression of the brand. In 2002, they collaborated with Uni-President Enterprises Corporation to launch the "Taiwanese Taste" product series, which raised national awareness.
