民間信仰、糕餅業與地方宗教組織之共構—以台中大甲裕珍馨為例

本研究以大甲的特殊地區為中心，試圖觀察出大甲地區的裕珍馨糕餅店何以在競爭激烈的糕餅市場中足以與百年餅店比拚。台中市大甲區的糕餅店裕珍馨主力商品「奶油酥餅」與大甲媽祖、藺草結合，並稱大甲三寶，包裝盒上所呈現的就是香火鼎盛的大甲鎮瀾宮，糕餅產業與地方信仰文化的搭載。　裕珍馨的崛起與發展都與大甲的媽祖信仰文化有著密不可分的關聯，因此本研究從這三個層面：「大甲地區媽祖信仰文化發展」、「大甲地區宗教組織」　　與「裕珍馨發展」，以大甲地區裕珍馨糕餅店為例，探討大甲糕餅業地方食品特產與地區文化發展之間的關係，並與裕珍馨的二代經營者陳育賢董事長進行訪談，試圖透過訪談及文獻資料蒐集與分析，了解在台中大甲地區，民間信仰、裕珍馨糕餅與地方宗教組織三者間有何共構與互利關係。　裕珍馨前期的崛起受到當地宗教信仰影響，現今台灣社會的宗教信仰已經變成一種消費項目，成為能夠彰顯個人風格的裝飾品，而消費者依據自己的個人喜好，透過購買精神信仰，來表達自己的品味。大甲鎮瀾宮無疑是大甲地區信仰、文化與政經的主要據點，政治人物為了擴展自身利益與權力帶動了當地信仰的文化活動，大甲媽祖遶境的進香儀式成為了連結神聖與世俗之間的橋樑，因著大甲地區的特殊組成與結構，裕珍馨得以在此環境下逐年發展，成為橋梁下的獲利者。

關鍵字

裕珍馨；鎮瀾宮；媽祖；信仰；糕餅

並列摘要

This study focuses on a unique area of Dajia and explores how Yu Jan Shin, a renowned pastry shop based in the Dajia District of Taichung, is able to compete with century-old establishments in the highly competitive Taiwanese pastry market. The Mazu of Dajia, the common rush (Junctus effusus), and Yu Jan Shin’s butter pastry—the shop’s signature product—are considered to be the three treasures of Dajia. The Dajia Jenn Lann Temple has many worshippers and is featured on the pastry’s outer packaging, which is a manifestation of the intersection between the pastry industry and the local religion and culture. 　　The rise and development of Yu Jan Shin is inextricably linked to the worship of Mazu in Daijia. Therefore, this study will explore the relationship between local specialty pastry and regional cultural development in Dajia from three levels: the development of the culture of Mazu worship in Dajia, Dajia religious organization, and the development of Yu Jan Shin. Yu-Hsien Chen, the President and second-generation owner of Yu Jan Shin, was interviewed for this study in an attempt to understand the integration and mutually beneficial relationship between folk religion, Yu Jan Shin pastry and local religious organization in Dajia through interviews as well as the collection and analysis of documents and data. 　　The rise of Yu Jan Shin in its early history was influenced by local religious beliefs. Today, religion has become a consumer product in Taiwanese society; it has morphed into a decorative token that can be used to express one’s personal style, and consumers showcase their taste by purchasing spiritual beliefs according to their own personal preferences. The Dajia Jenn Lann Temple is without a doubt the religious, cultural, political, and financial center of Dajia. Political figures have spurred cultural events related to the local religion to further their own interests and influence, and the pilgrimages associated with the Mazu of Dajia parade has become a bridge between the sacred and the secular. Because of the unique social composition and structure of the Dajia region, Yu Jan Shin has been able to grow year by year in the locale by profiting off of that bridge.