Taiwan is surrounded by sea, and the goddess Matsu, who is regarded as the guardian of fishermen, therefore has held a unique role in the folk religion of Taiwan. Nevertheless, it was not until the end of the Qing Dynasty in the early 20th century that Matsu became one of the most important and most popular deities worshiped by the Taiwanese people. On Matsu's birthday, the 23rd day of the third lunar month, followers all across Taiwan organize into pilgrimage groups and start out on processions bound for the oldest Matsu temples in Taiwan. The so-called "Matsu Madness" is an expression describing the fanatical scenes witnessed as the followers celebrate this day. Due to the geographic and cultural differences among the cities and areas in Taiwan, the Matsu birthday celebration ceremonies are also different, constituting several major religious and cultural events.

 The Legend of Matsu
      It is said that Matsu was born in Fujian Province on the 23rd day of the third lunar month in 960 A.D. As she never cried for one month since her birth, she was given the name Mou-Niang (Silent Lady). She was distinguishably intelligent and kindhearted since her early years. She was taught by Monk Xuan-Tian who gave her secret powers. In addition, she received a couple of copper talismans from a celestial. These extraordinary experiences enabled her to help mankind and drive away misfortune and evil spirits. She sequestered two monsters in the mountains and kept them aside as subordinates at the age of 23. They were named Qian Li Yan (the god who can see a thousand miles) and Shun Feng Er (the god who can hear sound from far away). When Mou-Niang arrived the age of marriage, she refused her parents' arrangement. On the 9th day of the ninth lunar month, she flew across the sea heading to the heaven, and became a goddess at the age of 28. People sailing on the sea have often been saved by Mou-Niang. Thus, the residents of Fujian Province who live by the sea have come to recognize Mou-Niang as the tutelary goddess--Matsu.