歡迎光臨高雄市新聞局

A Bakery with over 100 Years of History

Jiu Zhen Nan Taiwan Pastry

◎English translation: Peng Hsin-yi

　　Jiu Zhen Nan Taiwan Pastry is a bakery that specializes in handmade Chinese-style baked goods. In the 125 years since its founding, it has never veered from tradition, sticking to what they know and do best. If each bakery has just one signature pastry, for Jiu Zhen Nan it would be their traditional wedding pastry. Many couples, when they get engaged, order wedding pastries at Jiu Zhen Nan and send them out to friends and relatives along with their engagement announcement. Traditional Chinese-style pastries are not only a treat but also part of Taiwan's culture. Because of the pastries it bakes for holidays and ceremonial occasions, Jiu Zhen Nan has itself became a warm memory shared by generations of Kaohsiung's people, a cultural heritage in its own right.

　　The bakery is now managed by fourth-generation owner Mr. Li Shiung-ching. He said the only reason Jiu Zhen Nan has been able to prosper for over a century is because of its persistent adherence to "principles." When Mr. Li took over 17 years ago, Jiu Zhen Nan was already more than 100 years old. The history it had witnessed and the stories it had seen over the years had already entered the realm of legends. For Mr. Li, an old-fashioned Chinese bakery is a way of life. Moon cakes are prepared for Mid-Autumn Festival; at the end of each lunar year, malt candy is popular, to sweeten the lips and thus the words of the Kitchen Stove God as he reports back to the Heavenly Court - hence the saying "welcome a sweet New Year with sweets in your mouth." Chinese-style pastries are thus an indispensable part of local culture. The challenge is attracting customer on regular days, not just holidays and festivals.

　　Mr. Li gave up a career in construction when he decided to take over the family business. It may seem like he changed tack, but in fact he grew up watching his maternal grandfather making these pastries. The pastry kitchen was part of his childhood and he was no stranger to the steps and processes involved. The first executive decision he made upon taking over was to roll up his sleeves and work at each and every station in the bakery, including the factory kitchen. He said many of the old chefs have spent their whole lives in this kitchen, and when they retired they lost the focus of their lives. Mr. Li decided to hire them back, recasting them as R&D specialists. Mr. Li says that one time he came to the factory just after 7:00am, and an old chef was already by the door, unable to wait to start work. He says it is the sense of belonging, a sense of family, that has kept Jiu Zhen Nan going. While it is important to pass down techniques and knowledge, the most valuable asset is the trust and love that people have for one another. Using constant communication, Mr. Li has been able to establish a business culture in which everyone does their best, and does what they should do well.

　　Another element allowing this century-old bakery to stay on top is to constantly reinvent itself. While Jiu Zhen Nan still produces most products by hand, the bakery has established standard procedures which help elevate and sustain product quality. Their philosophy is to preserve traditional flavors and never change recipes, while bolstering quality by using the best ingredients, at the same time making adjustments to accommodate modern consumers' dietary preferences.

　　In terms of marketing, Jiu Zhen Nan has bravely branched out from its traditional image. Combining packaging design, fashionable new images and budget-friendly pricing, the bakery has retained its market share. Moreover, it has adopted a modern operational model by entering department stores, supermarkets, train station souvenir stores, airport duty-free shops, as well as internet sales channels. What is more, it has partnered with "Asia Miles" to reach customers difficult to approach through traditional marketing methods.

　　Under Mr. Li's leadership, Jiu Zhen Nan has grown steadily for 17 years in a row. In 2013, Jiu Zhen Nan sold one million mung bean pastries, and five million pineapple shortbreads. In 2014, Jiu Zhen Nan opened a Hong Kong branch, aiming to introduce this premium brand to people in Hong Kong, with a hope of becoming one of the most recognized flavors representing the taste of Asia.

　　To Mr. Li, sales records are not the most important thing. His most sincere hope is that when a customer receives Jiu Zhen Nan's product, they open it and eat it, rather than trying to re-gift it to someone else. For over a century, the billboard at Jiu Zhen Nan's door has shone with pride. Propelled by support and trust from its customers, Jiu Zhen Nan is now striding into its second century.

傳承百年餅香的舊振南餅店

◎文／侯雅婷

　　「舊振南」餅店販售手工製作的中式糕點，125年來專注本業、認真製餅的堅持從沒變過。即將步入禮堂的新人循傳統禮俗訂製囍餅，總會想到舊振南；中式糕餅貼熨著生活，時日一久，是獨特的禮俗、更是細膩的文化，人情味讓百年餅店顯得很有溫度，歷久彌新。

　　第四代經營者李雄慶直言，舊振南能延續這門製餅、賣餅的生意超過一世紀，靠的是「規矩」兩個字！17年前李雄慶接班時，舊振南已有百年歷史，在他眼中，老餅店的魅力在於其本身的歷史和故事性，他表示，華人社會在中秋節時吃月餅，拜拜送神(灶神)時吃甜食，乃至「呷甜甜過好年」等饒富典故的習俗，逢年過節時，越是顯得中式糕點不可取代，但如何吸引客人常常上門呢？

　　李雄慶原本從事建築業，人生大轉彎，接掌家族製餅事業，從小看著外公做餅，對於製作糕餅的環境並不陌生，他參與每個環節包括進工房，重新認識舊振南。他談起，許多製餅師傅一輩子都待在舊振南，有的退休後頓失製餅的舞台，於是他重聘這些老經驗的師傅們回來從事糕點研發；有次早上7點多到工房，發現有一位老師傅已經在外頭等著要上工了，這是老師傅把舊振南當成家一般的歸屬感。百年餅店最渾厚的資產不僅是傳承百年的製餅技術，交織的人情味更建構信任。靠著溝通，李雄慶建立起的企業文化是用心做好該做的事！

　　百年老店也得不斷講求創新，舊振南建立手做製餅的標準流程，提升品質穩定度並控管品質；保留傳統口味，但不改變配方，不斷地提升原物料的品質，使其符合現代人講求健康的餐飲習慣；從傳統連結時尚的行銷策略，以精緻的包裝和具市場競爭力的價格，在市場上站穩一席之地，開發出包括百貨、門市 、高鐵、機場免稅店、電子商務和亞洲萬里通等6大通路。

　　17年來，舊振南業績年年穩定成長。2013年，綠豆椪銷售100萬顆、鳳梨酥銷售500萬顆，2013年舊振南正式於香港設點，盼讓這個來自台灣的優質品牌讓港人更加熟悉，有朝一日，成為最能代表亞洲的味道之一。

　　李雄慶不只觀察銷售數字，他期望客人收到舊振南的餅就會留下來自己吃，而不轉送。一世紀後舊振南的招牌依然閃亮，載著客人的信任和口碑，朝下個百年跨步向前。