Chiayi’s Newest Hidden Gem: A Legendary Unmanned “Handmade Dessert Shop” Inside the West Market

Reported and photographed by Reporter You t-r / Chiayi

Tucked among the old storefronts of Chiayi West Market lies an internet-famous legendary handmade rolled dessert shop. During regular hours, there’s no one on site — to buy a cake roll, you have to ring a bell to summon the “real person.” This hidden handmade dessert shop inside the old market is known to very few and has become Chiayi’s latest “hidden gem,” selling around 100 rolls daily and highly loved by netizens.


▲%The dessert shop is located right in the market aisle.%


“Fütián French Pastry,” a shop renovated from a century-old building in downtown Chiayi, created a dessert craze when it opened three years ago. The warm and delicate shop run by a group of young men won over many customers. This rolled cake shop under the “Fütián French Pastry” brand offers delivery services and sells hundreds of rolls online every day. With its fine and rich texture, it’s definitely worth a try.

“Fortune Fresh Fütián Ice & Roll Exclusive,” which specializes in ice cream and cake rolls, is the second venture from the Fütián series. Unlike the first shop’s traditional renovated space with its curved old-house charm, this one is hidden right in the center of an old stall in the West Market — no staff to guide you, making it nearly impossible to find. When you reach the shop entrance, there’s also no one to greet you. To get your cake or ice cream, you have to ring the bell first before you can enjoy it.

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▲%The shop is completely unmanned, and you can only see someone after ringing the bell.%

Fortune Fresh Fütián Ice & Roll Exclusive, unlike typical dessert shops that offer a dazzling array of cakes, sells only two types: ice cream and cake rolls. Their signature items include the “Matcha Cake Roll,” made with Kyoto matcha and boasting a rich aroma, as well as the “Plain Fresh Milk Roll.”


▲ Signature matcha and plain fresh milk rolls.
%Recommended by local families as a great snack choice.%


%Known for its refined flavors and quality ingredients.%


The store’s homemade ice cream has a smooth texture without overly processed dairy flavors, paired with a variety of creatively handmade cake rolls. Travelers visiting Chiayi can explore the traditional market like treasure hunters — they might just stumble upon a handmade dessert shop nestled in an old market stall.

Fortune Fresh Fütián Ice & Roll Exclusive
Address: 1F, No. 245, Guohua St., Chiayi City (Stall No. 3-05), West Market Building
Phone: (05)227-7689
Business Hours: 1:00 PM – 5:00 PM (Closed on Mondays)