13 floods
Miaoli-born Chia Te founder Chen Tang-peng apprenticed in Changhua after graduating from primary school, then moved to Taipei at the age of 18 to seek his fortune. Chen went on to open Chia Te when he was 26.
Chia Te’s original location at 277 Nanjing East Road Section 5 was in a low-lying area that often flooded. Chen’s wife, Lin Yue-ying, remembers their store flooding 13 times over the years. The worst of these was in 2001, when Typhoon Nari caused more than NT$10 million in damage to the shop. Devastated by the disaster, it took the support and encouragement of their regulars to get Chen back to baking.
Striving to be the best
Chen opened Chia Te as a traditional family-style Western bakery, but, a perfectionist by nature, he experimented constantly in an effort to create the best possible pineapple cake. Chen’s dedication to his craft enabled Chia Te to stand tall at a time when other traditional Western-style bakeries were disappearing. It also earned him a gold medal in the plain pineapple cakes category at the Taipei Bakery Association’s first Taipei Pineapple Cake Cultural Festival in 2006, which propelled Chia Te into the limelight.
Dedication to quality
To this day, Chia Te has only one location. Smiling, Chen explains: “Just one shop. It’s easier that way. Keeps the staffing and stocking simple.”
Still more important is the control it gives him over quality. Chen comes in every morning to ensure that the products coming out of his baking facility are up to snuff. Chia Te’s products are as fresh as possible, guaranteed to have been baked on the day they are sold. Chen even limits the number of customers permitted in the shop at any one time to guarantee everyone a comfortable shopping experience.
Now in the process of turning the business over to his children, Chen has this bit of advice for today’s young people: “If you are patient and willing to make a few sacrifices, you can achieve your dreams.”
“If you are patient and willing to make a few
sacrifices, you can achieve your dreams.”
—Chen Tang-peng
A customer selects pastries with eager concentration. (photo by Chin Hung-hao)