Originally, the reason why the brand named Doga was because that the boss was raised by her grandmother. Her grandmother is called Do Ga (The last name is TU, and the first name is Chia). “TU Chia”, pronounced in Taiwanese and transcribed in English, was adopted as the self-established brand name in memory of her grandmother who raised her, and thus the name was created.

The boss, who was born in 1980, is a female called LEE, Wei Chen. At first, she sold pickles, which needed chili oil, and chili oil sold in the market was cheap and contained chemical additives, while chili oil with good quality was too expensive. For this reason, LEE decided to produce chili oil with good quality by herself. During the process of production, she thought that it was a great waste to get rid of the chili left after being extracted for chili oil; besides, the chili has many nutrition and benefits based on the research and survey, so she decided to reuse the ingredient. She researched for 2 years and developed crispy chili snacks in 2006. At first, she produced it for her friends only; later, the reputation spread out and everyone purchased it through introducing it to each other. It was until November 2010 that it received ardent popularity among customers accidentally until initiated for sale on the online shopping platform.

Innovative crispy chili snacks became popular on the internet accidentally, which caused many suppliers to imitate one after another. To increase customers' brand perception, Doga Crisp Chili established its flagship store at Anping, Tainan in Feb 2013 with an additional physical channel to interact with customers. The exterior of the store is established in the style of European wooden cabins combined with brilliant yellow, red and blue as well as the placement of the big 3-D rabbit mascot “Doga”, which caught the attention of tourists and passers-by and successfully attracted customers to purchase and take photos as well as many media reports.