Text by MOOK Scenic Spots / Liao Weiren Photos by Unsplash
Recently, Taiwan Railways spent NT$79 million renovating the tourist train "Star of the Island Round-the-Island," but the crude interior design, inconsistent style, and lack of any real quality in the renovation sparked heated discussion and criticism online. Amid this online backlash, under what netizens jokingly call the increasingly deteriorating Taiwanese aesthetic, where should we reflect and make changes? Below, we share nine observations related to street signage and urban scenery with our readers.
Messy, disorganized street signage has long been the starting point of discussions about the so-called Taiwanese aesthetic.
1.Historical background
Taiwan’s street signage culture originated during the Japanese colonial period, when Japanese signage and trademark concepts were introduced to Taiwan. That was the beginning of Taiwan’s industrialization, and signage emerged along with the establishment of an industrial-commercial society.
After the Retrocession, as commercial activity became more frequent and the economy took off, businesses sprouted up everywhere, leading to an ever-growing demand for signage. In the changing times of today, signage culture has become deeply ingrained in the lives of Taiwanese people.
Signs on streets and alleys vary greatly in size, height, and color.
2.Complex forms
The reason why Taiwan’s street signage is often off-putting and considered unaesthetic is largely due to the extreme diversity in form. On a 50-meter stretch of street, there are typically at least 30 shops on both sides, each with its own sign — that's 30 signs, all differing in size, shape, style, and font, with no consistency whatsoever, not to mention any sense of street style or overall aesthetic.
Hong Kong, as one of Asia’s leading cities for business and tourism, always leaves a strong impression on travelers with its urban landscape and street scenes. Hong Kong’s streets are filled with countless large advertising signs, but because these old signs feature text written in the Northern Wei calligraphic style, they reveal a sense of unity amid the neon lights. This chaotic yet orderly beauty not only hints at deep cultural roots but also fully reflects the evolution and continuity of the times.
Similarly complex signage becomes a local characteristic in Hong Kong, turning into a must-visit attraction for travelers and photography enthusiasts. In Taiwan, however, it becomes a widely criticized and lamented topic.
A single short street can display a dizzying array of colorful, uniquely shaped signs.
3.Color harmony
A significant part of why Taiwan’s signage is criticized lies in its use of color. In an attempt to catch the attention of consumers and passersby, shop owners, companies, and vendors in Taiwan opt for extremely exaggerated, saturated, and eye-catching hues. On a single street, you might see nearly 30 or 40 different colors — the visual impact is nothing short of disastrous.
Night market stalls are a microcosm of street commerce.
4.Lack of creativity
In terms of signage, Taiwanese businesses often lack creativity. Whether in Japan or Western countries, businesses commonly leverage the product itself or local culture to package their shops and signage, or they use different materials and methods to present their signs.
But Taiwanese businesses usually opt for simple lightbox displays paired with hollow-core plastic panels — designs devoid of novelty, aesthetics, or safety considerations. Yet these remain popular simply because they’re cheap and quick to produce. Local business owners are unwilling to invest in professional design and production, resulting in low-quality, cookie-cutter street signs.
Sheet metal buildings, illegal constructions, and rooftop additions are all part of the so-called Taiwanese aesthetic.
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