In a tiny SOHO office about 15 square meters in size located in a back street in Taipei City, Yang Tzu-ch’ing is preparing an order of 50 cartons that he will be delivering to the employees of a leading mobile phone manufacturer the next day. Yang, who previously worked as a web designer, gave up a job in which he was earning nearly NT$50,000 a month to become an entrepreneur. In just over two months, he has sold over 6,000 of his “pudding” deserts on the Internet; “Yu-U-Ki Pudding” (“Courage Pudding”) has become one of the most popular online shopping products.

台北市巷弄中、5坪不到的個人工作室，楊子慶準備隔天手機大廠員工共50盒的訂購單。曾是網頁設計師的楊子慶，捨棄月薪近5萬元的工作，踏上創業之途，兩個多月透過網路賣出6000多個布丁，「勇氣布丁」也成為網路購物人氣商品。

Born in 1982, Yang Tzu-ch’ing worked as a web designer for 10 years. In 2006, Yang got a job with the social networking site i-Part, but he subsequently decided to start his own business selling pudding deserts, under the “Yu-U-Ki Pudding” brand. The brand value of Yu-U-Ki Pudding relates to courage. If an Internet user has an exam coming up, they need courage. If someone wants to tell someone that they have known for years that they are in love with them, they need courage. If you want to help someone to face up to a challenge bravely, then by sending them a gift of Yu-U-Ki Pudding you can do this without even needing to say anything, and it is guaranteed to re-double the courage of the recipient.

71年次的楊子慶，從事設計工作10年，2006年起在社交網站愛情公寓擔任網頁設計工程師，後來決定自行創業，以布丁為商品，自創「勇氣布丁」品牌。勇氣布丁的價值與「勇氣」有關，有網友要考試，需要勇氣；有人要向認識多年的心上人告白，也需要勇氣；如果你要鼓勵一個人勇於面對，只要送一盒「勇氣」布丁，不需任何言語，就能表達心意，收到的人也會勇氣百倍。

Having a brand alone is not enough; the product needs to taste good, too. In May 2009, when Yang set up the Yu-U-Ki Pudding website and started taking orders as a sideline to his regular job, he found a recipe for pudding dessert on a Japanese website. Yang got a Japanese-speaking colleague to translate it for him. He followed the recipe to the letter for two months, using several hundred eggs in the process; concern about the risk of developing a high cholesterol level subsequently led him to switch to an egg-free diet for two months.

有了品牌，商品也要好吃，才能持續經營。2009年5月，他以兼職方式建立勇氣布丁網站並開始接單，他看到日本網站有布丁食譜資料，就委請熟悉日文同事翻譯，按照食譜做兩個月，用數百顆蛋，最後為避免膽固醇個高，他連續兩個月不敢吃蛋。

Since Yu-U-Ki Pudding desserts formally went on sale on the Internet in May 2009, Yang has sold over 1,000 boxes, achieving sales revenue of over NT$200,000. To boost his production volume, Yang Tzu-ch’ing has recruited a former chef at the Grand Formosa Regent Taipei Hotel to develop more products that can be sold under the Yu-U-Ki brand, including Yu-U-Ki cake, Yu-U-Ki bread, and even Yu-U-Ki whole-grain rice, so as to leverage the brand to maximum effect.

勇氣布丁自今年5月份起在網路上銷售迄今，賣出1000多盒，營收20多萬元。為提高產量，楊子慶商請曾是晶華酒店主廚，以「勇氣」為品牌名稱，開發更多元商品：勇氣蛋糕、勇氣麵包，甚至勇氣健康米等，形成品牌效益。

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