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 "414 Wukutan, Yongkang Township, Hsin-Phong County, Tainan Prefecture," which is near present-day 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 faith and the contemporary trend of health-consciousness, such as removing meat, adding vegetarian options, reducing sugar, and avoiding chemical additives. Although this trend lasted for a few years, it was still unable to compete with the advertising effects of large factories and big brands. In 1998, his eldest son, Mr. Lin Jing-Yao, deeply felt the contraction of traditional markets and thus established "Xin Yu Xuan" to strengthen consumer impression of their brand. In 2002, they collaborated with Uni-President Enterprises Corporation to launch the "Taiwan Taste" series of products, enhancing national recognition.
