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, Tainan Prefecture," which is near present-day Yongkang City, Tainan County. Soon, it gained a great reputation, attracting visitors including the architectural designer of the Taiwan Governor-General's Office, Moriyama Matsunosuke. The third-generation operator, Mr. Lin Yu-Zhong, made some changes to the product line in response to his beliefs and the prevailing health and wellness trends, such as reducing meat, adding vegetarian options, lowering sugar content, and avoiding chemical additives. Although this trend lasted for a few years, it couldn't compete with the advertising effects 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 brand recognition. In 2002, they collaborated with Uni-President Enterprises Corporation to launch the "Taiwan Taste" series products, enhancing national awareness.
