Hsin Yu Hsuan Introduction
The first generation founder, Lin Jin-zhen, established "Lao Xin Yu" bakery during the Japanese rule in the Taisho period at "414 Wuqitan, Yongkang Township, Tainan Prefecture," now near Yongkang City, Tainan County. Soon, it gained a great reputation, attracting even the architect of the Taiwan Governor-General's Office, Moriyama Matsunosuke. The third-generation operator, Mr. Lin Yu-zhong, made some changes to the products based on his beliefs and the then-popular health and wellness trends, such as removing meat, adding vegetarian options, reducing sugar, and not using chemical additives. Although it was trendy 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, felt the traditional market was shrinking, so he established "Xin Yu Xuan" to strengthen consumer impressions of the brand. In 2002, they collaborated with Uni-President Enterprises Corporation to launch the "Taiwan Flavors" product series, enhancing national recognition.
