近年來,在政府政策的極力推廣下,觀光外匯收入逐年成長,伴手禮隨著地方產物的發展,逐漸成為振興地方經濟與促進文化交流的重要角色,而近年興起的鳳梨酥熱潮即是這股消費潮流中的佼佼者之一,鳳梨酥所深蘊的風俗民情與經濟、政治、產業的歷史發展密不可分,本研究梳理臺灣鳳梨酥產業的發展與演變,乃以歷史資料進行文獻分析,探究鳳梨酥在近六十年間之變化,並透過參與觀察與深度訪談了解供需兩端之意義建構。研究結果顯示:在消費環境與意識形態的變遷下,鳳梨酥從傳統糕餅轉變為伴手禮品,歷經時代變遷的軌跡,其不但反映出飲食意象的形塑,更間接地流露出依繫於臺灣風土下的文化價值與在地情感,在民俗精神薰陶與歷史刻蝕的交融傳承下,一顆方寸之間的鳳梨酥所創造的黃金商機,不只是經濟力量的展現,更是文化底蘊的形成。
In recent years, thanks for the strong advocate from government, the foreign currency exchange has been increasing steadily. Along with the local prosperity, pineapple cake is becoming one of the important facotors to boost the economy and enhance the cultural interaction. Apparently, pineapple cake is one of the top seller among this hot consuming trend. Pineapple cake, a combination with tradition humanity, politics, infrastructure and histrorical development. This research will focus on realizing the development and evolution of pineapple cake industry over the six decades; using detailed study with decent interviews to come out with significant structure between supply and demand. It can be seen that under the changing circumstance of consuming, pineapple cake is transfoming from local bakery to souvenirs over time. It not only reflects the image of catering but also reveals the local humanity and value. Moreover, a tiny cubic pineapple cake creates a tremendous of business and the power of economy and more importantly is the formation of culture.