Small profit, large sales, reputation spreads
Yu Jan Shin’s butter puffs originated from Minnan’s traditional cakes. Minnan is one of the ethnic in southern China. The traditional traveled across the straits with the ancestors as it was an essential offering for religious festivals for Mazu as well as popular gifts for newly-weds. However, contemporary cake and pastry business neglected butter puff as it requires a complex procedure in making, and it was sold cheap. Most of the companies decided to go with other high-profit products and declined butter puff orders. Yu Jan Shin was among the few that took the butter puff orders. Although making money was tough, Yu Jan Shin had more orders and gradually built up their reputation for the best better puff shop.