Dorayaki is not new to the Taiwanese market, but it has in the past tended to go unnoticed among the many sweets and snacks lining market shelves.
This all changed, however, in 2005 when HOSHINO-DORAYAKI launched its nama-dorayaki in Taichung City. A massive, lasting hit, these cream-filled dorayaki created an entirely new snack food genre in Taiwan that is still popular with consumers today.
Eager to share in the HOSHINO-DORAYAKI success, a wave of other confectionaries has launched their own versions of nama-dorayaki. In an effort to distinguish themselves from the competition, each company has created its own original fillings. Traditional dorayaki filled with azuki bean paste are joined by an array of unusual flavors, and dorayaki lovers in Taiwan are now able to choose from among an incredible variety. These are just a few of the leaders in the dorayaki boom. |
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Eager to share in the HOSHINO-DORAYAKI success, a wave of other confectionaries has launched their own versions of nama-dorayaki. In an effort to distinguish themselves from the competition, each company has created its own original fillings. Traditional dorayaki filled with azuki bean paste are joined by an array of unusual flavors, and dorayaki lovers in Taiwan are now able to choose from among an incredible variety. These are just a few of the leaders in the dorayaki boom.
 
HOSHINO-DORAYAKI shop in Taichung. Customers line up for nama-dorayaki to go. A hot media topic, this shop has been featured on television shows and in magazine articles.
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