A description of the consumer situation in Taiwan is made based on consumer complaints filed with Taiwan's Consumer Foundation, activities of Taiwan's legislature with regard to consumer protection, and interviews with employees of the Consumer Foundation of Taiwan. The study positions these descriptions against the cultural background and economic and political history of Taiwan as a method for understanding the emergence of consumer issues in this newly industrialized country. It is shown that advancing consumers' position in society has become more popular politically. Both consumer organizations and governmental bodies are increasingly paying attention to Taiwanese consumers' concerns. Widespread recognition of the importance of their consumer rights may come soon, and consumer rights are likely to be one of the major areas addressed by advocacy organizations.