With the aim of making Chinese language and culture global, the first Confucius Institute was established at the heart of Seoul in South Korea in 2004. As China has taken increasing steps towards setting up Confucius Institutes around the world, scholarly works on this have been gaining attention. However, Taiwan’s effort to set up Taiwan Academy and to attract foreigners to study in Taiwan and learn Chinese has not yet been realized on the academic scene. Bringing together perspectives from organization and comparative studies, this paper seeks to offer a comparative study of Taiwan and China in which both use the Chinese language as a medium of national branding and attracting foreigners and students. Starting from an empirical case study of language contests in the two states as a starting point, this paper explores how Taiwan Academy is organized and managed by comparing with its counterpart, Confucius Institutes. Under the situation that both Taiwan and China have similar cultural capitals (language, culture, history), this article illuminates how the Taiwanese government distinguishes itself from China. In the age of rising China, Taiwan has a less dominant position on the international stage, but, Taiwan uses a principle of emphasizing on maintaining culture with modern culture to secure its positions. Using a theory of institutional isomorphism, this paper argues that Taiwan Academy can be analyzed as coercive and mimic isomorphism and it is modelled after Confucius Institutes. This article explores how and why Taiwan Academy is similar to Confucius Institutes in the main objective of setting up the institution, management and program.