From Taiwan to the world – Dazzling Cafe to open a branch in the UK

▲ Dazzling Cafe Zhongxiao Branch still sees over 80% customer occupancy on weekday afternoons.

Reported and photographed by Huang Shiyuan, Taipei

Even though the Dongcheng area no longer draws as many visitors as before, Dazzling Cafe — selected by Asia Miles as one of Taipei’s top eight beloved stylish restaurants — still welcomes over 80% occupancy on weekday afternoons. With its dreamy princess-room-like ambiance, it remains a top choice for girls’ get-togethers over afternoon tea. Dazzling Cafe is also one of the few dining brands that has gained popularity from Taiwan abroad, currently operating franchise outlets in Mainland China, Hong Kong, Singapore, Canada, and Malaysia. It is even set to open a new location in Manchester, UK.


▲ Yang Xiu-rong, Brand Director of Dazzling

Yang Xiu-rong (Brand Director of Dazzling), who fell in love with honey toast after trying it in Japan, launched Dazzling Cafe based on her original accessories brand Dazzling. The cafe became an instant hit after opening, with long queues due to overwhelming demand. Yang said that because it was so popular, even her father suggested finding ways to serve more customers. That’s why she opened a second outlet in Dongcheng.


▲ Strawberry Honey Toast

However, with changes in the broader environment, Dazzling Cafe has entered a plateau period. Yang Xiu-rong has also adjusted her business pace, closing the Dongcheng branch No. 2. But this doesn’t mean Dazzling Cafe is on a downward trend. The dreamy-style Dazzling Cafe brand has gained international attention from overseas businesses seeking authorization, leading the brand to go global. Currently, there are franchise locations in China, Hong Kong, Singapore, and Malaysia, while in Canada, it operates two branches through a joint venture with a local F&B business.


▲ Pesto Chicken Leg Pasta


▲ Dazzling Cafe also offers light meals, such as Margherita Pizza

In addition to expanding overseas, Yang Xiu-rong has also explored other markets in Taiwan. Late last year, she launched a new brand, Dazzling Cafe Sweets, tailored for fans of Dazzling Cafe’s desserts. The menu focuses on sweets and drinks, supplemented by light meals, with the Honey Honey Cake being a particularly popular item.

She originally also ran an accessories brand, but after having a child, she chose to spend more time with her family and gave up the brand that required frequent travel to Europe, focusing solely on running Dazzling Cafe.

Dazzling cafe
Zhongxiao Branch
Address: No. 11, Lane 7, Alley 205, Section 4, Zhongxiao East Road, Da’an District, Taipei City
Phone: 02 8773 9238

Tainan Branch
Address: No. 162, Zhongshan Road, West Central District, Tainan City
Phone: 06 223 2988

Kaohsiung Branch
Address: 3F, No. 213, Sanduo 3rd Road, Qianzhen District, Kaohsiung City
Phone: 07 332 9090

dazzling cafe sweets
Address: No. 3, Beiping West Road, Zhongzheng District, Taipei City
Phone: 02 2388 1966