Shin Yu Xuan. The first-generation founder, Lin Jin-zhen, established the "Old Shin Yu" pastry shop during the Taisho era of the Japanese colonial period at "No. 414, Wuqi Tan, Yongkang Village, Xinfeng County, Tainan Prefecture," which is near the present-day Yongkang City, Tainan County. The first-generation founder, Lin Jin-zhen, established the "Old Shin Yu" pastry shop during the Taisho era of the Japanese colonial period at "No. 414, Wuqi Tan, Yongkang Village, Xinfeng County, Tainan Prefecture," which is near the present-day Yongkang City, Tainan County. Soon, its reputation spread far and wide, even reaching Moriyama Matsunosuke, the architect of the Governor-General of Taiwan's office. The third-generation proprietor, Mr. Lin Yu-zhong, made some changes to the products due to his faith and the popular health and wellness trends of the time, such as removing meat, adding vegetarian options, reducing sugar, and not using chemical additives. Although this trend lasted 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, deeply felt the decline of the traditional market and thus established "Shin Yu Xuan" to strengthen consumers' impression of their brand. In 2002, they collaborated with 7-Eleven to launch the "Taiwan Nostalgia" series of products, which increased national recognition.
Address: 臺南市中西區民族路二段389號
Hours: 00:00–23:59
Tainan