
If you’ve been in Taiwan a while, you might remember the meme this ad references from a few years ago (circa 2020): a comical Taiwanese-language voiceover over footage of someone picking up a jellyfish by the head, only for the head and body to separate.
The most memorable phrase of the meme is 「歸鋼欸」(規工), which means “整天” (the entire day.
The original in Taiwanese goes like this:
兄弟啊~
hiann-tī a // Bro!
咱(我們)之前應該不認識啦
lán tsìn-tsîng ing-kai bô si̍k-sāi la // We don’t know each other from before, right?
應該是無怨(冤)無仇啦厚
Ing-kai sī bô-uan-bô-siû la ho // We haven’t got any grudges, right?
啊林北(恁爸)在這裡好好的
a lín-pē tī tsia hó-hó // So as I was sitting here perfectly content like a motherfucker
你硬要過來
lí ngē beh kuè-lâi // you insist on coming over
摸我兩下林北已經無講話了
bong nn̄g-ē í-king bô kóng-uē a // I didn’t say anything when you touched me a few times
現在(這馬)在乾脆(規氣)
Tsit-má kui-khì // but you go ahead and
給林北(恁爸)的頭拔(挽)下來(落去)是怎樣(按怎)?!
ka lín-pē ê thâu lo̍h-khì án-tsuánn // pluck my motherfucking head off? What the fuck?!
害林北現在剛欲長大(大漢)而已
Hāi lín-pē tsit-má beh tuā-hàn niā // Now, after just growing up
就要馬上去投胎
tō suî tǹg beh khì tâu-thai // I have to go and reincarnate!
歸鋼(規工)欸!!!
kui-kang e // all day!
A few words of note: 林北 / 恁爸 / lín-pē is a coarse term of self-reference. Essentially, it’s the speaker calling themselves the father of the person they are speaking with (and implying having had sex with their mother).
Sushi Express repurposes the meme for its new product, a salmon head. This ties in with the original joke of the jellyfish’s head plopping off and the fish having to reincarnate. Sushi Express adds another level of punnery, however, by using the word salmon 鮭 instead of the 歸(the character usually used for the Taiwanese, which should actually be 規) and 工 meaning “day”.
My Taiwanese kind of sucks, so the above might not be 100% accurate, and I welcome corrections!


















