Vinas cookies. [Photo provided to Shanghai Star]

Branches, cafes, as well as distribution spots started to spread across the city and its presence even reached southwestern Chengdu, Sichuan province. In neighboring Jiangsu province, Kaisiling became available in cities of Nanjing, Wuxi, Changshu and Suzhou.

The expansion not only raised the brand's recognition, but also strengthened its competitiveness.

A second round of restructuring was launched in 1999, and the pastry stores and its products were repositioned and redesigned.

From ping-pong ball-sized mini cakes to pagoda-shaped multi-tier cakes as big as a person, from fresh cream cakes to cup cakes and fruit cakes, Kaisiling provides more than 100 products in various forms and shapes.

"We change the flavor from time to time according to the latest trends," says Zhu.

According to Zhu, the pastry maker used to add more oil and sugar into its products in the 1990s, as customers during that time prefered strong flavors. But as the public became more aware of healthy diets, Kaisiling's recipes became lighter, less sweet, with low fat and high protein.

By importing the most advanced equipment and techniques from the United States, Japan and Australia, and using imported flours, chocolate and butter, the Western snack store has remained resolute in providing high quality and flavor with its products.

Kaisiling's several thousand- square-meter-production base capable of producing sufficient products for its more than 40 branches and distribution spots across the city.