In understanding social development, consumption activities are an important aspect to understanding the needs and desires in the society and in daily life. From the early beginnings of modern consumerism to current internet shopping, from China to Taiwan, Lee describes the development of the consumer society. 

  The start of the Republic of China is closely followed by the steps of modern consumerism. The opening of trade in the Qing Dynasty introduced western products such as perfumes, watches, cameras, and various cloths. In the early R.O.C. period, the Modern Girl had become an icon in consumerism. As more women came out of the household to find jobs, women began to have their own incomes and own desires to fulfill. Women were often featured in commercials wearing fashionable clothing, jewelry, and doing activities such as smoking, golfing, dancing, and other public activities. New Year pictures in color also depicted the fancy metropolitan life, becoming a source of envy for everyone. To fulfill the new needs, the first department store was opened in Shanghai in 1918. Three more departments opened in the following 15 years, each with new architecture, design, and products. The relaxing shopping environment changed the habits and desires of shoppers, and also became an eye-opener for the most recent technologies and designs. Another aspect of modern consumption in China is the boycotting of Japanese products. This brought larger cash flow to domestic products, and commercials would often use patriotism as a slogan in order to popularize their products.  

  During the Japanese colonialism in Taiwan, there are some interesting developments in the consumer society worth noting. With the general establishing of the tap water system, and improvement of health education, tooth brushes, tooth paste, and tooth powder became a focus in newspaper commercials. The Japanese also brought coffee shop culture. The major impact of coffee shops is not only in the drinks, but the space design, the appearance of modern facilities such as refrigerators, heaters, lighting, and etc. becoming a common place for young people to gather and discuss new thoughts and ideas. The first department store in Taiwan appeared in 1932, and was a symbol of wealth for those who could afford to shop there. 

  After World War II Taiwan returned under the reign of the R.O.C. Due to the result of the war, destruction and poverty was widespread and thus the government promoted thriftiness and increased production. Most everyday needs were fulfilled by passing street vendors selling everyday needs. However, there were still some high-end consumption activities. Luxurious products could be found in department stores, and people still enjoyed the reflective environment and artistic performances in coffee shops. During the Vietnam War, to appeal to the American soldiers in Taiwan, entertainment services such as bars and brothels thrived during the period.   

After the 1970s, Taiwan started to experience economic growth and went from production to consumption oriented society. By the beginning of the 1980s the Engel’s coefficient has lowered to 32.79%, which is indicative of a wealthy society. The novel Jin Shui Shen depicts the changing of consumer values and the shopping experience. In the 1970s international trade was not popular yet, but many consumers were still curious about imported goods. Sales agencies would assist consumers to get the products they wanted. Another change during the period was the popularization of more recent retail establishments, such as convenience stores and department stores. Domestic and international brand names also gained recognition through television commercials and became a part of people’s everyday lives.  

With the arrival of globalization and the lifting of the military law, consumerism in Taiwan also opened to the international market. One sign is the appearance of large chain stores providing fast food, clothing, furniture, and other daily necessities. Some such as coffee shops, bookstores or other wholesale markets have influenced the way people experience and enjoy shopping. The internet and TV sales also provided consumers with more choice of products and convenient purchasing environment, while allowing sellers to cut land rent costs, overcome time limits, and other physical restrictions. Though many changes were brought by the global trends, traditional markets were still preserved to provide local residents with simple and familiar shopping experience. Night markets are also a major interest of leisure activities and tourism.