Jonathan Liao is the managing director of the International Talent Taiwan Office and the Taiwan Employment Gold Card Office, a national-level service center to recruit and retain foreign talent in Taiwan. A serial entrepreneur, Liao is also the CEO of FutureWard, a startup resource management company dedicated to helping entrepreneurs navigate the challenges of scaling their businesses.
Liao’s rich multicultural background allows him to effectively bridge the Taiwanese government and foreign professionals, having spent several years studying and working in the United States and the UK before returning to Taiwan 14 years ago.
TOPICS Senior Editor Julia Bergström sat down with Liao at the Ghost Island recording studio in early September to discuss leadership, talent retention, and what makes Taiwan a great place to start a business. An abridged version of their conversation follows. Listen to the full interview on Apple Podcasts or Spotify.
What is the Taiwan Employment Gold Card?
The Taiwan Employment Gold Card is a three-year resident and work visa created by the government to attract highly qualified foreign professionals. Part of the program’s appeal is its diversity and flexibility. It offers an open work permit, meaning qualified individuals don’t need a specific employer. They can start their own business, freelance, or work as consultants.
The Gold Card program was introduced as part of the 2018 Act for the Recruitment and Employment of Foreign Professionals. Although the act was implemented in late 2018, it only really gained momentum in late 2019 and during the pandemic. During that time, Taiwan attracted a lot of international attention, and many people sought to relocate here.
We’re proud to have surpassed the milestone of issuing over 10,000 Gold Cards just a couple of months ago. This includes people from more than 100 different nationalities and across many industries, highlighting the diverse group of professionals interested in coming to Taiwan. What’s been particularly encouraging is that, despite initial concerns that people might leave Taiwan after Covid-19, the opposite has happened. Interest has remained strong, and the number of applications continues to grow. We now process about 150 to 200 new applicants each month, and that momentum hasn’t slowed, which is very promising.
How has the Gold Card Office developed over the years?
When we started the Gold Card Office, our initial focus was simply to keep up with the applications. The application process can be complicated because it involves multiple ministries and departments, with many people reviewing each submission. Initially, we were primarily working to ensure the information was clear and to provide assistance as needed.
As the program became more successful, the number of applicants increased. We realized that people in Taiwan not only wanted to come here for work, but they also wanted to be part of a community. They were looking for opportunities to meet others, network, and access local resources provided by the government and community. That’s why one of our initial objectives was to facilitate the development of a social network and provide support. Of course, the community also plays a significant role in building itself, but we help ensure that it continues to grow and thrive.
How do you work to retain talent that relocates to Taiwan?
This initiative is very much a group effort. After three years, Gold Card holders can either renew their visa or transition to an APRC (permanent residency), assuming they’ve been residing in Taiwan. The Gold Card allows foreigners to be treated similarly to local Taiwan nationals, meaning they receive the same treatment in terms of payroll and local benefits. This makes it easier for companies to hire and retain foreign talent without the need for a separate system. Ultimately, we hope that people who come to Taiwan can find fulfilling jobs and lives here, and we work hard to support that.
Taiwan is a small place with a strong sense of community. What we realized is that, regardless of whether someone has a “special” talent or not, everyone needs the same resources and support when they arrive. That realization led us to expand from the Gold Card Office to the Talent Taiwan Office.
Talent Taiwan offers three main services. First, we provide answers to visa-related questions, which can be quite complex depending on someone’s background or nationality. We aim to make that information more accessible through our website. Second, we offer a help desk with email and phone support, where anyone can ask questions, and we do our best to provide answers – all of this is free and sponsored by the government. Lastly, we work to promote these services and ensure that the information reaches those who need it, raising awareness of what’s happening in Taiwan.
You’ve spent an extended time abroad studying and later working. What made you want to move back to Taiwan?
There were a couple of reasons why I decided to move back to Taiwan. Family was a significant factor. But ultimately, the main reason I chose Taipei was that I wanted to do something for myself – I wanted to build something and be part of something meaningful. Taiwan felt like a much easier place to do that. San Francisco, New York, and London are all great cities, but I felt like I’d just be another cog in the machine in those places. In Taiwan, on the other hand, I had a connection from my childhood, having grown up here, and the network and opportunities felt more welcoming and supportive for building something from the ground up.
Taiwan is just four hours away from most major cities and countries in Southeast and East Asia. Taipei, though small and dense in some ways, is incredibly convenient and easy to navigate. Whether it’s attending meetings or connecting with different people, the city makes it simple. The people here are friendly and trustworthy, and it’s generally an easier place to start or try new things. The risks are lower, and the costs aren’t as high, making it an ideal environment for testing business ideas or launching new products.
All of this makes Taiwan a pretty good place for startups, although I don’t think we promote that aspect as well as we could.
What’s the main difference between being a team member and a leader to you?
The transition from employee to employer is always interesting, and I think it’s a different experience for everyone. Each person’s journey is unique. One of the key differences is learning to work with others versus working by yourself. As an employer, a business owner, or a co-founder, you often find yourself working more independently. While you have people working for you, they’re not necessarily working with you in the same way, which creates a challenging dynamic. It’s important to ensure that everyone on the team is contributing, working well together, and enjoying what they do. While conflicts and frustrations are inevitable, the goal is to ensure people feel they are working on something valuable and meaningful. That’s what I hope for my team – that they find purpose in what they’re doing.
When you become a leader, you want to be involved in everything, but at the same time, you understand that you’re not supposed to be. It’s a pivotal moment as an employer, where you recognize that your role has shifted. You have to start focusing on managing your team from a broader perspective, understanding their expectations and how they view you as a leader. It’s a natural progression, and while people approach it differently, it’s a critical turning point in leadership.
You’re not only leading the Gold Card office and Talent Taiwan – you’re also a co-founder and CEO of FutureWard. How do you manage your time between all these projects?
I tend to work on projects where I feel like I’m genuinely bringing value. As a result, things often overlap, allowing me to handle multiple tasks at the same time. One example is the Gold Card initiative. A lot of it began because I was already working in the startup space through FutureWard. The first group of Gold Card recipients primarily came from Silicon Valley and elsewhere in the United States, and they were all involved in startups.
Since I was already familiar with that network, and the government knew I had those connections, it became a natural extension of what I was doing with FutureWard. We were already helping startups relocate to Taiwan, setting them up with lawyers, accountants, and workspaces. This existing work extended into the Gold Card initiative in the early stages.
What are some important aspects to keep in mind when starting a business in Taiwan?
One thing I hear often is the importance of putting yourself out there – getting to know people, attending events, and networking. Taiwan is still very much a relationship-driven community, so who you know can be crucial.
Networking can be challenging for those who are shy or uncomfortable in social settings, but Taiwan is very friendly. You’ll likely find resources in the most unexpected places. I’ve heard countless stories of people finding business partners in their biking clubs or meeting a supplier in their yoga class. Taiwan is small, close-knit, and welcoming, so the more time you spend out and about, the more you’ll discover.
Many people in Taiwan tend to have side hustles or multiple jobs. Often, you’ll find that someone you work with also has an interest in something like art or coffee, and that can connect with your own hobbies or interests. These unexpected combinations only happen when you take the time to meet and get to know people.
What do you do when you’re not working?
I like to tune out sometimes, especially since I spend so much time thinking about work. Watching movies helps with that – it allows me to pay attention without having to think too much about what I’m doing.
I also enjoy music. Coming from a music background, I still listen to a lot of music and occasionally try to DJ when I can, though time is becoming a more limited resource. I started as a trance DJ, playing trance, house, and electronic music during my college years. That’s still a big part of what I listen to today.