The China Post
Date: November 15, 2016
By: Christine Chou
TAIPEI, Taiwan — Taiwanese food company Hsin Tung Yang Co. (HTY, 新東陽), famed for its
trademark beef jerky and pineapple cakes, is on a mission to prove old can still be gold.
I sat down with HTY’s Chief Executive Officer Mai Shen-yang (麥升陽), the tech savvy, cosmopolitan son of the company’s founder, to talk future plans and the firm’s upcoming 50-year anniversary.
Mai shared with me the story behind the HTY’s revamped packaging, which is emblazoned with a new gold logo.
“When my father opened his first shop the letters ‘Hsin Tung Yang’ were written in gold on top of a red wooden sign. He was inspired by a Chinese idiom, ‘gold-letter shop sign’ (金字招牌, meaning a well-reputed brand). When making the new bag design, I asked the designer to keep the gold lettering to stay true to our heritage.
“It’s the same as with clothing — minimalist design gives off an air of luxury. We spent nearly NT$8 million to make the new packaging, but it was worth it. Each bag held in our customers’ hands is an advertisement in itself and people tend to hold on to good designs longer.” [FULL STORY]