DOCSLIB.ORG

Wheel Cake: Nostalgia Flavor Vs. Young Generation 作者： 李瑀喬。

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Wheel Cake: Nostalgia Flavor Vs. Young Generation 作者： 李瑀喬。 投稿類別：英文寫作類 篇名： Wheel Cake: Nostalgia Flavor vs. Young Generation 作者： 李瑀喬。國立苗栗高商。應外三零一 陳郁如。國立苗栗高商。應外三零一 楊宗恩。國立苗栗高商。應外三零一 指導老師： 陳文惠老師 Wheel Cake: Nostalgia Flavor vs. Young Generation I. Introduction I.1.Background Wheel cake is also called red bean cake in Taiwan. It can be found at any roadside vendor. Although the wheel cake was invented by the Japanese, Taiwanese sellers have adopted innovative ideas and business practices to sell wheel cake on a large scale. This seemingly ordinary traditional snack can develop many brands such as Wandan (萬丹), Guan Pei (關北), and Wu (伍師傅). Sometimes Red Bean (有時候紅豆餅), after investing 400,000 NT on the renovation and equipment, the business now brings in 300,000 NT per month with daily sales of around 700 hot wheel cakes (Tricky Taipei, 2016). Wheel cake is the taste of childhood in everyone's heart. You’ll find millions of Taiwanese that the old and the young recalling some of the best memories while munching on one of these wheel cakes (Foodamentals, 2017). Even former President Ma Ying-jeou loves sweets, especially red bean products, most like wheel cakes. Although wheel cakes were invented in Japan, Taiwanese have used innovative techniques to make many different flavors of wheel cakes. Nobility and civilians like to eat wheel cake suffaf and now it is one of Taiwan's most popular snacks. Why is this ancient food still the most popular snack in this age of innovation? Therefore, the purpose of this study is to explore the origin, history and business practices of the national snack "wheel cake", and provide consumers and the public for reference and learning. I.2. Motivation When we walk through the familiar road to home, the fragrant and creamy smell of wheel cakes makes me take out the change involuntarily to buy them. Although the look of week cake is so ordinary, the flavor of it is unforgettable. Nowadays, young people are often seeking new and novel things, but many of us are still fond of the simple favor-- wheel cakes. Therefore, we are curious about the magic and charm behind wheel cake? We attempt to study the history and the origin of wheel cake to understand if there any evolution of wheel cake. We also want to know young customers’ attitudes and preferences on wheel cakes so that we can make sure why the flavor of wheel cake attracts teenagers. Finally, we will interview wheel cake stores to understand their business operation and marketing methods. We expect the result of the research can provide some feedback and suggestions for the long-term wheel cake business operation. I.3. Purpose In this study, we try to understand the evolution of the wheel cake. Second, we attempt to find out teenagers’ preferences and attitudes of wheel cakes. Finally, we would like to analyze the business operation and method of wheel cakes. I.4. Research Question 1. What is the evolution of the wheel cake? 1 Wheel Cake: Nostalgia Flavor vs. Young Generation 2. What are teenagers’ attitudes and preferences on wheel cakes? 3. What is the business operation and marketing strategies of wheel cakes? II. Body II.1.Method To conduct the research, the researchers read some books, surfed the internet and discussed with their teachers. After the discussion, they used 3 instruments in the study -- a questionnaire, literature review on books and the Internet, and interview. Finally, the researchers analyzed the data collection and information and made the finding and discussion of this study. II.1.1The Design of Questionnaire In order to understand the teenagers' opinions and suggestions on wheel cakes, we designed a questionnaire. And we designed questionnaires to senior high school students to investigate how the young generation’s thinking about wheel cakes. We classify the questionnaire into several parts. The first part is to ask participants’ gender and the understanding of wheel cake. The second part is to understand their purchasing habit. The third part is about their preference and opinion on wheel cakes. II.1.2.Participant The participants are those teenagers whose ages range from sixteen to eighteen. We target teenagers in the Miaoli area to understand consumer perceptions of wheel cakes. II.1.3.Interview To understand wheel cake business operation and marketing methods, we interviewed two wheel cake’s shop, that is, Guan Pei and Wandan on January, 16, 2020. We designed several questions including the foundation time, the foundation reason, the difficulties encountered, the marketing strategies, and so on. There are two main reasons for us to choose Wandan and Guan Pei. The first reason is that Wandan and Guan Pei are two big wheel cake brands in Taiwan. Second, Wandan and Guan Pei are two different operating ways. The former one is more flexible and the latter one tends to use corporation management. Therefore, we would like to explore the operating ways behind them to further figure out why many customers are favorable to these two brands. III. Findings／Discussion III.1.The Evolution of the Wheel Cake Table 1: The Evolution of the Wheel Cake 2 Wheel Cake: Nostalgia Flavor vs. Young Generation According to Table 1, in 1615,Dorayaki was invented in Japan where wheel cakes were evolved. In 1895 (the period of Japanese colonialism), wheel cakes were introduced into Taiwan. One hundred years later, a merchant sold Imagawayaki, but the sale was not very good. He then changed the shape to a snapper. Surprisingly, the sale increased a lot. As a result, Taiyaki was invented. In 1970, the first brand of Wandan wheel cake was founded in Pingtung Taiwan. The founder takes the name Wandan because Wandan is rich in high-quality red beans. And soon after, the first Guan Pei wheel cake was founded in Kaohsiung Taiwan. Originally Guan Pei wheel cake is just a humble roadside stall. Because of good quality, it accumulated a lot of loyal customers. And Guan Pei Wheel Cakes created many chain stores to continue this joyful and nostalgic flavor. III.2.The Finding of Questionnaire The finding of questionnaire can be divided into three parts. The first part is about the participants’ gender and the participants’ understanding of wheel cakes. The second part is about the participants’ purchasing habit, and the third part is about the participants’ preference and opinion on wheel cakes. The findings show as follows. III.2.1.Gender Ratio & The Understanding of Wheel Cakes As figure 1 shown, we obtained a large number of female participants in the sex ratio, accounting for 67%. It is because the majority of the participants filling the questionnaire are girls. Therefore, the ratio of females is higher than that of male. Figure 1. The Percentage of Gender 3 Wheel Cake: Nostalgia Flavor vs. Young Generation Based on figure 2, it shows that most subjects don’t know the wheel cake is evolved from the Dorayaki, taking up 86% of teenagers, and only 14% of teenagers know the wheel cake is evolved from the Dorayaki. Therefore, most teenagers do not know the history of the wheel cake. Figure 2. Do you know that the wheel cake evolved from the Dorayaki? III.2.2.The Participants’ Purchasing Habit From figure 3, it displays the frequency of purchasing wheel cakes. We can know that most of teenagers purchase wheel cakes 2~3 months once, which accounts for 34%. ”At least once a month” and "at least once in a week" make up 29% and 5% respectively. And “Every day” holds 3%. Only a small number of teenagers buy wheel cakes Figure 3. The Frequency of Purchasing exceeding more than half a year once. At Wheel Cakes least once in half a year “ and “At least once a year” make up 13% and 12%. “Never" only demonstrates 4%, which represents most teenagers often eating wheel cakes. According to figure 4, we can know that most teenagers express positive attitude toward accept a price, accounting for 41% (Under NT30) and 40% (Under NT15) separately. Some think it is not important and consider it is good to eat, which takes up 5%. A few subjects accept the price under NT50, which occupy 4%. Therefore, we Figure 4. The Acceptable Price of Wheel researchers can realize that over half Cake participants (total 81%) can be accepted 4 Wheel Cake: Nostalgia Flavor vs. Young Generation the price under NT30 (inclusive under NT15). By the figure 5, it shows teenagers are willing to go to what kinds of vendors. There is up to 91% of teenagers choose small street vendors. And it takes up 9% of teenagers goes to shops. Therefore, Taiwanese teenagers still prefer small street vendor. Figure 5. The Preference of Store Form (A small vendor or a shop) III.2.3. The participants’ preference and opinion on wheel cakes On the basis of figure 6, it shows that most teenagers express positive attitude toward the flavor of wheel cakes, which takes up 20% (like very much) and 42% (like) respectively. 37% of teenagers do not have special feeling of wheel cakes. Only 1% of participants dislike wheel cakes. Therefore, we can find that wheel cake is very popular among Figure 6. Like and Dislike of Wheel Cake teenagers in Miaoli and Hsinchu. For the overall comments, more than 83.7% of participants mentioned that they will buy wheel cakes because of the stuffing. Also, they think cake shells are very crucial, which takes up 53.7%. And still others think “price” is an important factor attracting them, occupying 46.7%. Other reasons only make up 0.5%. Therefore, we can speculate most Figure 7. The Most Attractive Part on subjects think flavor, including stuffing Wheel Cake and cake shell, will influence their purchasing willingness.
Load more

Recommended publications
  • DIJ-Mono 63 Utomo.Book
    Monographien Herausgegeben vom Deutschen Institut für Japanstudien Band 63, 2019 Franziska Utomo Tokyos Aufstieg zur Gourmet-Weltstadt Eine kulturhistorische Analyse Monographien aus dem Deutschen Institut für Japanstudien Band 63 2019 Monographien Band 63 Herausgegeben vom Deutschen Institut für Japanstudien der Max Weber Stiftung – Deutsche Geisteswissenschaftliche Institute im Ausland Direktor: Prof. Dr. Franz Waldenberger Anschrift: Jochi Kioizaka Bldg. 2F 7-1, Kioicho Chiyoda-ku Tokyo 102-0094, Japan Tel.: (03) 3222-5077 Fax: (03) 3222-5420 E-Mail: [email protected] Homepage: http://www.dijtokyo.org Umschlagbild: Quelle: Franziska Utomo, 2010. Bibliografische Information der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Daten sind im Internet über http://dnb.d-nb.de abrufbar. Dissertation der Universität Halle-Wittenberg, 2018 ISBN 978-3-86205-051-2 © IUDICIUM Verlag GmbH München 2019 Alle Rechte vorbehalten Druck: Totem, Inowrocław ISBN 978-3-86205-051-2 www.iudicium.de Inhaltsverzeichnis INHALTSVERZEICHNIS DANKSAGUNG . 7 SUMMARY: GOURMET CULTURE IN JAPAN – A NATION OF GOURMETS AND FOODIES. 8 1EINLEITUNG . 13 1.1 Forschungsfrage und Forschungsstand . 16 1.1.1 Forschungsfrage . 16 1.1.2 Forschungsstand . 20 1.1.2.1. Deutsch- und englischsprachige Literatur . 20 1.1.2.2. Japanischsprachige Literatur. 22 1.2 Methode und Quellen . 25 1.3 Aufbau der Arbeit . 27 2GOURMETKULTUR – EINE THEORETISCHE ANNÄHERUNG. 30 2.1 Von Gastronomen, Gourmets und Foodies – eine Begriffs- geschichte. 34 2.2 Die Distinktion . 39 2.3 Die Inszenierung: Verstand, Ästhetik und Ritual . 42 2.4 Die Reflexion: Profession, Institution und Spezialisierung . 47 2.5 Der kulinarische Rahmen . 54 3DER GOURMETDISKURS DER EDOZEIT: GRUNDLAGEN WERDEN GELEGT .
    [Show full text]
  • 7-5-3 Day Japanese Tradition and Rite of Passage PAGE 5
    Business cards, flyers, invitations and more! Contact printshop.stripes.com 042-552-2510 (extension77315) 227-7315 VOLUME 14 NO. 31 NOVEMBER 12 − NOVEMBER 25, 2020 SUBMIT STORIES TO: [email protected] STRIPESOKINAWA.COM FACEBOOK.COM/STRIPESPACIFIC FREE INSIDE INFO HAVE YOU EVER… A POEM BY WWII SAILOR PAGE 2 WHAT IS JAPAN’S THANKSGIVING? PAGE 3 Nakagusuku Castle Ruins MOS BURGER GOES VEGGIE PAGE 6 an architectural masterpiece Page 4 DEADLINES FOR SHIPPING HOLIDAY GIFTS NEAR PAGE 8 7-5-3 Day Japanese tradition and rite of passage PAGE 5 Special 8-page pullout inside! File photos 2 STRIPES OKINAWA A STARS AND STRIPES COMMUNITY PUBLICATION 75 YEARS IN THE PACIFIC NOVEMBER 12 − NOVEMBER 25, 2020 HAVE YOU EVER… A poem by a WWII sailor Editor’s Note: Cindy Pearson Gates sent this to Stars and Stripes. Here’s what she had to say: “Hello, my father, now passed, was a Max D. Lederer Jr. Publisher Boatswain’s Mate on an LST in the Battle of Biak. When he was Lt. Col. Richard E. McClintic 19, he wrote a poem after the battle that is poignant and raw and Commander honest. In his honor, I am putting it out there for you, in case you Chris Verigan would be interested in it.” Cindy, we are very interested. Thank Engagement Director you so much for sharing a part of your father with us. Marie Woods Publishing and Media Design Director Chris Carlson BY WILLIAM G. PEARSON Publishing and Media Design Manager Eric Lee Have you ever… Advertising and Circulation Manager Waited three months to catch up with your mail only to find it was Kentaro Shimura Production Manager sent back to your starting place? DUKW unloading at Biak.
    [Show full text]
  • CSR Report 2008 3 Group Overview and Editorial Policy
    Seven & i Holdings Corporate Creed (Formulated in 1972) We aim to be a sincere company that our customers trust. We aim to be a sincere company that our business partners, shareholders, and local communities trust. We aim to be a sincere company that our employees trust. Seven & i Holdings Corporate Action Guidelines (Formulated in 1993, latest revised in 2007) Preamble The Company’s mission is to provide customers with valuable products and services and to create new wealth and employment opportunities by conducting management with respect for business ethics. All the management and staff of the Seven & i Holdings view pleasing the customer as their highest responsibility, and all are engaged in the pursuit of this mission. To this end, we have established a sound management structure. We meet our social responsibilities, employing business practices in conformity with laws, regulations and social norms and with respect for human rights, the dignity of everyone with whom we are associated and the diverse values of international society. We conduct business based on these policies and in compliance with the following regulations: Ethics and compliance with regulations Basic policy In operating our business, our corporate actions are devoted to following management ethics, compliance with laws, ordinances, rules and social precepts, and to fulfilling our responsibilities to society. Business activities Social responsibility 1. Relationship with customers / sales activities 1. Respect for human rights and the dignity of human beings 2. Relationship with business partners / business activities 2. Employment and workplace environment 3. Relationship with shareholders 3. Environmental management 4. Promotion of fairness 4. Relationship with the community 5.
    [Show full text]
  • Boeka Blog 2011.4½ an Inopportune Guest?
    #2.33.1 ‘A Glimpse of Humour’ 30 August 2011 A Muslim woman prays at the Istiqlal mosque on the first day of Ramadan in Jakarta on August 22, 2009. (ADEK BERRY/AFP/Getty) We have come to the end of the Holy Wrap month of Ramadaan 2011. ~ Rap -~ to talk., conversation. Did you take advantage of this sacred ~ a piece of thin, flat bread that can contain time? Did you reap the benefits? Fill anything eaten as a sandwich. your larder for your soul with the ~ Signaling the end (ie of a week) numerous bounties? Did you jump start your flagging spirit for another year? ~ Under wraps – secret. Or did you leave Ramadaan in the lounge by the TV watching Islam Channel like Boeka Blog 2011.4½ an inopportune guest? I hope you took advantage because you Die boud is ge-marinade. will have to wait (365-28-10) days Die soutvleis is in ge-lê. before Ramadaan comes visiting again. Die tong kook. My labarang taub is ge-stryk. We know for a fact he will come next My labarang koefeya is afge-stof. year but can we guarantee that we will My toon naels is ge-knip, be there to welcome him? My hake is ges-krop. But, it is finish now. Galaas. My hare is ge-trim. Al my hare. Ek is ge-shampoo, ge-was, ge-spray, ge- Here is hoping we will be blessed with blowdry, ge-gel, ge-delice, ge-lip-ice another Ramadaan where we will try even harder. en ge-attar.
    [Show full text]
  • CSR Reporting of Seven & I Food Systems
    Overview of Seven & i Food Systems We aim to provide customers with supreme taste, impressive quality service and pleasant dining experiences, continuing to challenge ourselves and drawing on synergies within our group. Seven & i Food Systems was established in 2007 as a of non-Seven & i Holdings group, where we sell taiyaki result of consolidation and restructuring of food service (fi sh-shaped waffl es with sweet fi lling), takoyaki (octopus operations of the Seven & i Holdings’ group into the balls) and other fast food items that are cooked in front current three businesses: restaurant business, fast food of the customers. In the dining service business, we have business and dining service business. been continuing aggressive expansion of its business In the restaurant business, we have been focusing on outside of our group. the rejuvenation of existing restaurants. Accordingly, We will pursue tasty and quality meals and superb we have been working to improve customer service and service that satisfy and exceed customers’ expectations, pricing to better meet customers’ needs, and have started while continuing to challenge ourselves and drawing on to develop new brands. In the fast food business, we have synergies within our group. opened our small, open-front restaurants in the facilities Seven & i Holdings Denny’s Japan Co., Ltd. Famil Co., Ltd. York Bussan K.K. • Operating family restaurants • Operating family restaurants primarily • Operating fast food restaurants located in Ito-Yokado stores within Ito-Yokado stores • Operating employee
    [Show full text]
  • Average Intake of Individual Food (Total of Male and Female; by Age
    Average intake of individual food (Total of male and female; by age group) (Unit: g) Adults Children Children Children Pregnant Nursing Total (Older than (Age 1-6) (Age 7-14) (Age 15-19) women women 20) Number of people surveyed 40394 1619 3419 2542 32814 77 83 Food Name of food Age 45.4 3.8 10.6 16.8 53.2 27.4 33.7 number Weight (kg) 55.1 16.5 37.9 55.9 58.8 58.5 54.5 1001 Amaranth W1 0.081 0.010 0.092 0.003 0.089 0.000 0.000 1002 Foxtail millet W2 0.083 0.005 0.086 0.057 0.088 0.000 0.000 1003 Glutinous cake W3 0.010 0.000 0.005 0.033 0.009 0.000 0.000 1004 Oatmeal W4 0.017 0.018 0.011 0.000 0.018 0.000 0.000 1005 Barley, under-milled pressed grain, raw (non-reinforced product) W5 0.004 0.000 0.024 0.011 0.002 0.000 0.000 1006 Barley, pressed grain, raw (non-reinforced product) W6 0.915 0.533 1.213 0.213 0.957 0.159 0.906 1007 Barley, split grain W7 0.197 0.088 0.483 0.088 0.182 0.000 0.000 1008 Barley, dried noodles W8 0.050 0.000 0.000 0.000 0.062 0.000 0.000 1009 Barley, dried noodles, boiled W9 0.004 0.000 0.000 0.000 0.005 0.000 0.000 1010 Barley, roasted flour W10 0.005 0.000 0.000 0.000 0.006 0.000 0.000 1011 Proso millet, raw, glutinous millet W11 0.174 0.062 0.156 0.030 0.193 0.000 0.000 1015 Soft flour W12 3.805 2.819 5.231 5.051 3.608 3.723 3.283 1018 Medium-strength flour W13 0.048 0.027 0.081 0.063 0.045 0.000 0.000 1020 Hard flour W14 0.651 0.475 1.448 0.893 0.558 0.000 1.966 1023 Hard flour, whole grain W15 0.003 0.009 0.000 0.000 0.003 0.000 0.000 1024 Premixed flour for pancake W16 0.556 1.630 1.436 0.369 0.426 0.000
    [Show full text]
  • Introduction
    JAPAN TODAY Confectionery & Desserts July 14, 2011 Individually packaged products are catching attention. Although large sizes were the mainstream of the imported snacks, it is starting to shift to smaller individual packages and personal sizes. It fulfills the needs of consumers who want to try a certain flavor for a reasonable price, and many people purchase the smaller sizes before the larger ones as a trial. In 2010, many well known brands sold individually packaged products that could be purchased with a little over 100 yen. Many agencies are more likely to sell individually packaged products, and these products are estimated to become even more popular amongst mass retailers. Individually packaged products are being sold at stores that sell imported foods, high quality super markets, department stores, as well as convenience stores, and variety shops, expanding different types of customers. These products are placed near the cashier so that it would be easier to take. Large bags with small individual packages are also on the increase, and more people want personal sized products. According to the customs clearance record of imported snacks in 2010, the quantity rose 10% from the previous year, and there was a 3% increase on value base. Although there are effects of weather, chocolate and biscuit (sweetened) are making a great advance on both quantity and value from 2009. Due to the price increase of ingredients, there are worries that the prices of cacao and wheat would soar. 1 FOODEX JAPAN Secretariat COPYRIGHT (C) 2016 JAPAN MANAGEMENT ASSOCIATION ALL RIGHTS RESERVED. JAPAN TODAY Below are the top 20 most favored snacks and desserts by Japanese from high to low in order.
    [Show full text]
  • Different First Day at DODEA Schools Amid COVID-19
    VOLUME 7 NO. 14 AUGUST 28 – SEPTEMBER 3, 2020 SUBMIT STORIES TO: [email protected] STRIPESJAPAN.COM FACEBOOK.COM/STRIPESPACIFIC FREE INSIDE INFO ARMY ENTOMOLOGIST BUGS OUT AT ZAMA PAGE 3 From the Archives Japan shock cultureRanking of street foods in the Land of the Rising Sun HARRY POTTER THEME PARK COMING TO TOKYO IN 2023 Pages 8-9 PAGE 13 Photo courtesy of Live Japan TRAVELING ON TDY DURING THE PANDEMIC IS CHALLENGING PAGE 14 Different first day at DODEA schools amid COVID-19 BY CAITLIN DOORNBOS, on installations in Okinawa, Guam and South civilian employee at Yokosuka, said she con- STARS AND STRIPES Korea. tinued her annual tradition of making spe- Published: August 24, 2020 At Yokosuka, several parents said remote cial pancakes for her third-grader, Isaac. learning didn’t stop them from keeping up Though she had wanted her son to start he first day of school on U.S. military their yearly back-to-school traditions. Navy school in-person this year, she said the on- LIKE US ON bases overseas took on the trappings spouse Karina Moretz packed a lunchbox for line start went smoothly. of a pandemic Aug. 24 as children bus- FACEBOOK T her fourth-grade son, Nathan Moretz, 9. “We have a great teacher, so virtual learn- tled off to class in masks or logged on to meet “Keeping to our tradition helped make ing is going well,” Valera said. their teachers from home. the transition from being at home to remote At Yokota Air Base in western Tokyo, Schools on a handful of bases with a sub- schooling,” she said.
    [Show full text]