Brand Story

• 【In 1977】

  In 1977, the company was founded in Xinzhuang, Taipei, under the original name “Shan Hsiang Co., Ltd.” The storefront produced and sold traditional baked pastries such as peach crisps and abalone puffs. In the same year, the company introduced the Hong Kong–style handmade pan-fried egg roll technique, enhancing its texture beyond the original version, and began marketing the product under the name “Serena Egg Rolls.”

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• [1979 — Major Investment in Egg Roll Automation]

  In 1979, considering that the traditional handmade pan-frying process involved frequent human contact and posed a higher risk of product contamination, the company made a significant investment to actively develop automated egg roll production machinery.
  At that time, employees carried buckets of batter with different formulations and traveled daily between Xizhou (the egg roll production factory) and Taichung (the machinery manufacturing plant) to provide samples for testing and calibration by the machine developers.

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• [1980 — Development of the World’s First Automatic Egg Roll Machine]

  After nearly two years of research and development, in 1980 the company successfully created the world’s first automatic egg roll machine. This innovation standardized the entire production process, ensuring that every egg roll consistently met strict quality and hygiene standards.

• [1980 — Development of Hi-Life Vegetable Crackers]

  In 1980, the company successfully developed Hi-Life Vegetable Crackers, expanding its product line beyond egg rolls and introducing a new, wholesome snack option to the market.

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• On January 1, 1984, “Serena Egg Rolls” had become a widely recognized product, with its reputation surpassing that of the original company name. It had become synonymous with “egg rolls” in the minds of consumers. Therefore, the company officially changed its name to Serena Food Incorporation.

Enterprise Spirit