Located in Dadaocheng with over a century of history, Li Tingxiang is a must-visit pastry shop for both local and international tourists exploring Dihua Street. It is also a popular choice for purchasing souvenirs.

The fifth-generation successor and eldest son, Li Jiayang, stepped into this role without family pressure. After working at the international corporation AUO for 16 years, he made the bold decision to leave his well-paid engineering position. Leveraging his accumulated experience and unique insights, he actively led the brand's transformation. By introducing a series of “Taiwanese Pastries”, Li successfully blended tradition with modern trends, breathing new life into the century-old brand.

Cat-Themed Gift Boxes and Fortune Turtle for Successful Transformation

Upon taking over Li Tingxiang, Li Jiayang’s first challenge was “transformation”. He acknowledged that long-time customers often have fixed perceptions about traditional brands. Preserving the brand's core skill — its signature “27-layer pastry” — was crucial in the transition.

To attract new customers, he organized a “Cat Photography” competition with other Dadaocheng businesses and launched a cat-shaped pastry called “Mao Pai” featuring the 27-layer pastry. Packaged in gift boxes adorned with adorable cat illustrations, this innovative product became a trending topic. The creative design and packaging instantly rejuvenated the brand's image, making traditional pastries more appealing to younger generations.

In addition to trendy topics, Li Jiayang introduced the “Fortune Turtle” — a peanut candy product shaped like a turtle — commonly used in traditional Taiwanese rituals to pray for wealth. Combining bright and eye-catching packaging with cultural significance, the product resonated well with consumers.

Embracing Dadaocheng’s historic charm, Li Jiayang revamped the Dihua Street store with a “Showa Era meets Nordic” aesthetic, creating a chic café space. Customers can now enjoy pastries and coffee while taking Instagram-worthy photos. The refined décor even attracted the popular Netflix series “Light the Night” to film scenes in the store.Fortune Turtle Gift Box (Photo/Source: Li Tingxiang Official Website, Toco Lifestyle Magazine)

Transformation as a Gamble: Li Jiayang's Vision for a Global Souvenir

Behind this successful transformation lies countless efforts in coordination, experimentation, and trial and error. Facing unpredictable market changes, Li Jiayang admitted, "Every brand decision made for change is somewhat like a gamble." Initially relying only on imagination for ideas, he gradually learned to identify business opportunities through experience and observation.

In addition to launching innovative products and remodeling the store, Li Jiayang began exploring how to “go global” and create “new demand”. He believes that as the world evolves, so do customer needs, making it crucial to develop a suitable market strategy.

Li Jiayang sees Li Tingxiang’s responsibility as producing souvenirs that genuinely express “pure sincerity”. He envisions the brand representing not just Taipei but Taiwan as a whole. With Taiwan’s growing presence on the global stage, he believes that while TSMC draws much international attention, there’s also curiosity about Taiwan’s rich cultural heritage.

Embracing the idea that “The more local, the more global”, he hopes to continue creating Taiwanese-style pastries, ensuring the brand’s sustainable growth and preserving traditional culture while expanding to international markets.

When asked about the key to successful transformation, Li Jiayang emphasized, “The purest traditions must adapt to the tides of time. A century-old brand must balance its core techniques with modern trends, turning these elements into marketing highlights.” He believes that whether it’s pastries or other traditional industries, both deserve to be nurtured and promoted.

"A century-old brand cannot remain stagnant; it must possess strong vitality and a constant will to survive." This statement reflects Li Jiayang’s dedication to ensuring Li Tingxiang continues to thrive.Li Jiayang Hopes Li Tingxiang Will Expand Globally as a "Gift Representing Genuine Sincerity" (Photo/Source: Toco Lifestyle Magazine)

This article is published with permission from Toco Lifestyle Magazine.