Why is Taiwan’s FSA serving up beef? 「端出牛肉」的由來

06437933-782b-4fb0-9a73-8fb6c50c3ee5_f_faec872c89

So, the Financial Supervisory Commission is serving up beef according to this China Times article…

獎勵Fintech專利 金管會端牛肉

The Financial Supervisory Commission is serving up beef (putting its money where its mouth is) to Incentivize Fintech Patents

What I love about Chinese and particularly news headlines in Taiwan is that the most random references in the world can become rooted in the language forever after (well according to what I could find online).

According to an online forum, this is a reference to the borrowing of a line from a 1984 Wendy’s ad by unsuccessful presidential candidate Walter Mondale (Yeah, I know, who the fuck knew?) during his campaign against incumbent Ronald Reagan in 1984. Mondale asked Reagan, “Where’s the beef,Mr. President — where’s the beef?”.

Here’s the ad for those under 30:

In Taiwan this was adapted into a popular saying, “serving up beef”  is to take direct action or put your money where your mouth is.

If this really is the origin of the phrase, it just goes to show how influential US culture has been in Taiwan.

On a side note, if you want a brilliant satirical read on this theme, you should check out Rose, Rose, I Love You (《玫瑰玫瑰我愛你》)by Wang Chen-ho (王禎和)either in Chinese or in translation. It is set in a village in Taiwan as they prepare for the imminent arrival of US troops, coming for R&R from the Vietnam war during the 1960s and the author pokes fun at the blind worship of US culture in Taiwan at that time, with all the cultural misapprehensions that go alongside it.