Homophony constitutes a prominent linguistic feature in traditional folk customs, particularly within festive and celebratory contexts. In Taiwanese culture, homophonic expressions are frequently employed in seasonal festivals and wedding-related rituals, where language functions not only as a means of communication but also as a symbolic medium for expressing collective wishes and regulating social emotions. This paper investigates the forms and functions of homophony in Taiwanese festive proverbs, focusing on how phonetic similarity is systematically utilized to construct auspicious meanings and avoid inauspicious associations. This study adopts a usage-based approach, examining actual expressions found in festive speech, ritual utterances, and explanations of symbolic actions. Rather than treating homophony as a purely rhetorical phenomenon, the analysis situates it within its cultural and pragmatic context, emphasizing the role of shared cultural knowledge in meaning construction. The findings indicate that homophony in festive contexts serves two primary functions: the pursuit of auspiciousness and the avoidance of misfortune. Positive homophonic associations are actively created to transform everyday objects, foods, and actions into symbolic representations of blessings, while expressions associated with negative meanings are often avoided or replaced through homophonic substitution. From a linguistic perspective, festive homophony operates as an implicit semantic system that relies heavily on contextual interpretation and collective cognitive association. Its meanings are activated only within specific ritual settings and are reinforced through repeated communal use. Moreover, the study reveals that homophonic practices are closely connected to agricultural traditions and temporal transitions, particularly those surrounding the Lunar New Year, contributing to the construction of a festive atmosphere and the reinforcement of group cohesion. This paper argues that homophony in Taiwanese festive proverbs should be understood as a culturally motivated linguistic strategy rather than an incidental phonetic coincidence, highlighting the dynamic interaction between language, belief, and social practice in folk culture.