Brand Story
Carrying a blessing, continuing three generations of pastry traditions
"Wang Xi-Shi", a name that combines a family surname with its place of origin, "Xishi." What we aim to carry forward is more than just a bakery; it is the warmth and intimacy of a neighbor.
We have inherited a three-generation family business and carry the spirit of the century-old "Danbing Festival" (Shoulder Pole Cake Festival). At both ends of those shoulder poles, we carry not just pastries, but the deep sentiment of "sharing blessings" among neighbors.
Wang Xi-Shi blends ancestral baking soul with modern design aesthetics, breathing new life into the ancient "fruit cake." Every kneading motion and every second of waiting is our most sincere commitment to tradition—making this local flavor, passed down through three generations, the most heartwarming gift in your hands.
A century-old flavor, carried from the ends of a shoulder pole
【 Origin: Fresh fruity aromas in a century-old festival 】
"Fruit cake" is a traditional pastry originating from the Xishi area of Yongkang, Tainan, closely tied to the local Danbing Festival and rites of passage for newborns.
The story begins with the "Danbing Festival," a tradition in the Yongkang area of Tainan that has been passed down for over a century. Held on the 20th of the first lunar month, this tradition originated as a vow-fulfillment activity by villagers to thank the gods for blessing them with sons. People would use shoulder poles to share pastries—symbolizing good fortune and divine blessings—with their neighbors. As times evolved, this tradition transcended gender; today, whether a boy or girl is born, people share the joy and blessings of welcoming a new life on this day, making this custom a beautiful bond that connects the community.
In 1950, first-generation master Wang Ji-sheng, then only 16 years old, returned home after honing his skills at the century-old Tainan institution "Jiu Yong-Rui-Zhen." He keenly noticed that the "water cakes" commonly used in sacrificial rituals at the time had a simple flavor profile. Coinciding with the citrus harvest in the first lunar month, he had a flash of inspiration: he kneaded auspicious citrus peel and locally abundant sweet potatoes into the filling. This touch of clear, layered fruitiness not only gave traditional pastries a brand-new soul but also gave birth to the name "fruit cake," which has since become an unforgettable collective memory passed down through generations of Xishi residents.
【 Conflict of heritage: When design aesthetics meet old-shop persistence 】
However, as dietary preferences shifted toward Western styles, the market for traditional Chinese pastries declined. The family business was deeply affected, at one point shrinking to only producing fruit cakes for customary events. Growing up in the kitchen watching his grandfather and father work, the third generation could not bear to see tradition and local culture fade away. He decided to leave his career as a designer in another city and return home to commit to the family business.
The early days of returning home were a tug-of-war between "change and constancy." The third generation wanted to resize the fruit cakes, refine them, and design gift boxes shaped like bamboo baskets to evoke the "Danbing" imagery. To the elders, however, this was a labor-intensive and costly gamble: "It's so much work and the price is so high, how would old customers buy it?"
It wasn't until media coverage started pouring in and a reputation was established—when out-of-town visitors began entering the shop, and even locals started proudly saying, "This is our local specialty," and buying them as gifts—that the elders finally turned to acceptance, smiling as they shared with customers: "My son designed all of this!".
【 Spatial imprints: Bringing Grandma’s house into the shop 】
After the third generation took over, we found a new space near our place of origin and restarted under the name "Wang Xi-Shi." The shop does not deliberately create the sense of weariness of an old store; instead, it uses old furniture from Grandma’s house to gently stack the traces of life.
Early-era food cupboards, stools the elders once sat on, and door panels removed from traditional sliding doors have been transformed into storage racks and wall shelving. Beyond this, there are antique cake molds left by Grandpa, old electric fans, bamboo baskets used for carrying cakes, and displays that quietly tell the story of the passing years. Though silent, these objects carry the same temperature and recipe that have remained unchanged since the 1950s.
【 The craftsman’s taste: An elegance overflowing with fruit aroma 】
Finally, we return to the original intention of taste. Our handmade fruit cakes seek a balance of being soft, dense, and non-greasy.
The filling carries the soft texture of sweet potato, radiating a faint, fresh citrus aroma, while the occasional bite of kumquat and pineapple pieces adds a pleasant surprise. It is a flavor overflowing with fruitiness, clear and elegant. Whether enjoyed daily or as a souvenir, it allows that blessing belonging to Xishi, Tainan, to spread elegantly across the palate.
