Li Ly Sun

Business hour	Sunday	Monday	Tuesday	Wednesday	Thursday	Friday	Saturday
Open	9:00	9:00	9:00	9:00	9:00	9:00	9:00
Close	18:00	18:00	18:00	18:00	18:00	18:00	18:00

Business hour	Open	Close
Sunday	9:00	18:00
Monday	9:00	18:00
Tuesday	9:00	18:00
Wednesday	9:00	18:00
Thursday	9:00	18:00
Friday	9:00	18:00
Saturday	9:00	18:00

【Brand story】

In the winter, they arrive, embracing their eggs and following the currents, while the schools of fish return to the south. Employing ancient methods, the mullet roes are sun-dried with care, soaking in the treasures of the island’s sea breeze and warm sunshine. Wild mullet roe, translucent and glistening, bursts with freshness when savored.

This is the most authentic and rare seafood found on Dihua Street. For 30 years, they have exclusively partnered with a sun-drying field in Yunlin, benefiting from the perfect timing and location. The home of wild mullet roe has been passed down through three generations of dried goods traders.

It all began with the traditional wholesale business started by the grandfather, and now the mother’s homemade sauces grace the table. Generation after generation, each day surpasses the last. Try a slice of roasted mullet roe, drizzled with a spoonful of scallop XO sauce over a plate of rice, and let the family’s exquisite and delicious taste dance on your taste buds, mixing with the sunshine for you to enjoy!

【Key points of transformation】

A Revived Image of a Dihua Street Old Shop, Vividly Showcasing Wild Mullet Roe Specialization

For 30 years, they’ve followed the ancient method of sun-drying to produce dried wild mullet roe. However, their unique specialty had not been clearly presented, and the original interior design had a modern feel that didn’t match the atmosphere of the old buildings on Dihua Street or the warm character of the team. In this transformation, the brand’s Corporate Identity (CI) was redesigned, and elements such as the flooring, display cabinets, and signage were revamped.

The theme “Sea’s Ultimate Freshness, Returning to Your Palate” was introduced, along with installations like island displays and suspended mullet roe wall decals, vividly showcasing the characteristics of wild mullet roe and the traditional sun-drying method.

Taste Bud of Sea Freshness

【House of Wild Mullet Li Ly Sun】Established in Dihua Business District for more than 30 years, the Store specializes in sales of mullet. The Store also sells dried goods and frozen seafood.

Lee’s Sun insists selling wild mullet coming from Yunlin where authentic sun drying technique is used to prepare mullet. With strictly controlled quality and taste, each piece of mullet is a fresh as the sea. Top quality XO sauce here was the store’s specialty only shared with good friends. With 100% high quality scallop from Hokkaido, we insist to offer the best commodities to every customer.