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In 1926, the first generation, Mr. Shu Yin-xi, began firing roof tiles on Jianshanpu Road. The second-generation former Chairman, Mr. Shu Hsin-wang, went on to establish the "Lighthouse Brand," producing Danqing bowls, Yinyang bowls, and 3.6-inch tiles. In the third generation, Chairman Mr. Shu Chuan-chieh founded the "Diamond Brand," ushering in a golden era of fully vitrified tiles. Building upon an 80-year legacy, in 2004 (the 93rd year of the Republic of China), the fourth generation, Mr. Shu Shih-kang, established the "Shu&W's Cera" brand, transitioning into a cultural and creative brand focused on innovative ceramic design.
"Shu" (Hsinwang) represents inheriting Grandpa Hsin-wang's ceramic-making spirit, while "Cera" (Jici) symbolizes innovation. In 2009 (the 98th year of the Republic of China), we integrated the two, combining tradition with innovation to create something anew. Starting from this piece of land on Jianshanpu Road and this former factory site dating back to 1926, the younger generation will continue the legacy right here. Keep going forward! From Grandpa to us, we have always stepped forward with the trends of time! This fuels our belief in continuous progress and never standing still, inspiring us to bring new life to ceramics!
In 2010 (the 99th year of the Republic of China), to pass on the ceramic culture and legacy of his grandfather, Shu Hsin-wang, fourth-generation successor Shu Shih-kang established the "Hsinwang Shu Ceramics Memorial Museum" tourism factory, sharing the local ceramic culture of Yingge's Jianshanpu Road through hands-on experience, heartfelt passion, and heritage.
"Shu&W's Cera" originates from our family surname. "Shu" sounds like the Mandarin word for "collect" (Ji); this signifies that we design, develop, and collect ceramic creations from young Taiwanese designers as well as from around the world that bring out the "CERA" spirit, aiming to enrich everyone's daily life. "CERA" evolves from Ceramics and stands for: Cheerful, Energetic, Real, and Active. It also marks the beginning of innovative ceramic design in Yingge.
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