This article examines how commodification and consumerism have sharpened the discourse of internationalization in Taiwan's higher education. Given the strong sense of crisis in the less prestigious universities, this article argues that internationalization is only a means to survive instead of a pursuit of excellence to these universities. This empirical finding leads us to rethink the concept of internationalization and its relevance and application to Taiwan's higher education. This article adopts a case study approach to investigate the practices of internationalization, including program and institutional mobility, overseas networking, curriculum design, teaching, and administrative support. The implications of these internationalization practices for sustainability and quality in higher education development are then discussed.