Drinking coffee at a scene from "Lust, Caution," Taiwanese entrepreneurs establish the golden brand of "ICHIDO Ichido"

 

Text by Chi Binghui | Compiled & Reported | Source: MOOK Editorial Department

Remember in the movie "Lust, Caution," there is a scene at the beginning and end that echoes each other — Tang Wei, trying to stay composed, borrows a phone from a restaurant to call Wang Leehom, saying: "I’m having coffee at Chef Kaisers." This shows just how well-known this café was during the old Shanghai era, a popular spot for artistic and literary figures, and a setting in Eileen Chang’s works.

 

Nowadays, the old-brand Chef Kaisers has moved to a new location, and the original site has been taken over by “ICHIDO Ichido Cake.” The owner, “Mr. ICHIDO,” has a deep connection with the master chefs of Chef Kaisers. So after taking over the old site in 2008, he felt like he’d struck gold, deliberately restoring its 1930s appearance by displaying old photos and antique furniture, allowing customers to enjoy delicious pastries while also soaking in a sense of nostalgia.

“Mr. ICHIDO,” whose real name is Tsai Ping-yung, is actually a Taiwanese who has lived in Shanghai for many years. In 1999, he introduced refined Western pastries to Shanghai, insisting on using imported French butter for pastry making. He also travels to Japan every year to learn and innovate, bringing Western pastries right to the cutting edge. The main products include Japanese-style bread and cakes, French fine pastries, and traditional Chinese desserts. To date, the brand owns three major labels: ICHIDO Ichido, i cake, and Ichido-i-café, with nearly 40 stores, and has been ranked among the top three Western pastry and bakery shops on the Shanghai Dianping website.