Founded in 1967, Hsin Tung Yang has consistently adhered to its business philosophy of "Integrity, Innovation, Agility, and Sustainability," actively advancing planetary well-being and food safety sustainability. Upholding founder Hsing-Fu Mai's vision—"Where there are Chinese communities, there is Hsin Tung Yang"—Chairman Kuan-Cheng Mai and General Manager Sheng-Yang Mai lead the company forward across three core pillars: Hsin (Innovation), Tung (Eastern Heritage), and Yang (Sustainability & Stewardship). These pillars embody sharing Taiwan's vibrant culinary culture with global consumers, engaging in public welfare, and reducing environmental impact toward a target of net-zero carbon emissions by 2050. Through real-world ESG action, Hsin Tung Yang enriches everyday life with flavor, good taste, and warm hospitality.

"Hsin" (Innovation): Expanding Horizons and Channels

"Hsin" represents pioneering new sectors and retail channels. From standalone retail stores, Hsin Tung Yang has expanded across department store counters, bus transit stations, convenience stores, supermarkets, hypermarkets, international airports, and highway service areas. Beyond domestic growth, the brand has expanded internationally into dozens of countries worldwide. Dedicated to sharing Taiwan’s traditional culture and culinary heritage, Hsin Tung Yang's airport and highway service teams have repeatedly won top honors at the Executive Yuan's Golden Thumb Awards. In recent years, the company has broadened its presence in the food service sector by launching the local brand "Mai Ji BBQ" and securing the master franchise in 2022 for celebrity chef Paik Jong-won's "Bornga Korean Restaurant," expanding its dining footprint.

"Tung" (Eastern Heritage): Preserving and Evolving Culinary Culture

"Tung" signifies the transmission of Eastern food culture. Hsin Tung Yang has won widespread consumer loyalty through classic specialties like pork jerky, pork floss, sausages, and canned meat paste. Across the three major Chinese festivals, Hsin Tung Yang offers festive gift sets alongside holiday staples—mullet roe and rice cakes for Lunar New Year, sticky rice dumplings (zongzi) and mung bean pastries for the Dragon Boat Festival, and mooncakes for the Mid-Autumn Festival. The company is also Taiwan's only food enterprise to simultaneously implement both Agricultural Product Traceability and Food Distribution Traceability.

Expanding into modern wellness, the company launched two lifestyle brands: horizon, featuring sausages made without added nitrites that earned the 100% Clean Label Certification from the China Grain Products Research and Development Institute (CGPRDI); and Xynergy, a plant-powered wellness line utilizing eco-friendly microalgae protein technology to offer consumers nutrient-dense, low-burden nutrition that protects the planet. By pairing quality with culinary heritage while adapting to market trends, Hsin Tung Yang has maintained the top market share in Taiwan’s processed meat sector for over half a century.

"Yang" (Sustainability): Cherishing the Earth and Driving ESG

"Yang" represents environmental stewardship and comprehensive ESG commitment. Established in 1984, the Mai's Hsin Tung Yang Foundation supports youth educational aid and social welfare initiatives, including sponsorships for the Guanxi Baseball Team and the Dong'ao Elementary School Archery Team. The company also partners closely with local Taiwanese smallholders to promote regional agriculture and retail access, developing signature local products and setting up dedicated farmers' sections in stores to provide growers with stable incomes.

In environmental sustainability, Hsin Tung Yang pioneered green manufacturing in the food sector with its Dayuan Plant in 1987. By integrating Dutch wastewater treatment systems, retort cooling water recycling technology, and rooftop solar power generation, the company substantially minimizes its environmental footprint. Across its highway service areas, proprietary sorting stations have diverted over 5,000 metric tons of waste from landfills since 2016. In recognition of these long-term efforts, Hsin Tung Yang received the Platinum Award in the Wholesale and Retail Category at the 2020 Taiwan Corporate Sustainability Awards (TCSA) and the Green Leadership Award at the Asia Responsible Enterprise Awards (AREA) that same year, having also become Taiwan's first food manufacturer to secure Green Factory certification in 2018. Aiming for net-zero carbon emissions by 2050, Hsin Tung Yang continues to advance its three core pillars, delivering deliciousness, good taste, and warm hospitality while coexisting in harmony with our planet.