The purpose of this study is to explore the self-development, magic shows, and magic effects of expert magicians and novices in Taiwan. By using qualitative research methods, we interviewed twenty expert magicians and novices, and identified the differences of characteristics held by these magicians, including: learning motivation and strategies, sensorial cognition and thinking logics, expert knowledge and problem solving, as well as degree of practice and self-monitoring. The study also found that the audience’s reactions when watching magic shows depend neither on the professional standard of the magicians nor on the contents of the performance, but on the amount of how much of their identification of magic. This is the first systematic study regarding the magicians and their magic performance in Taiwan. In addition to its innovative features, it should be noted that the contributions resulted in profession development and talent cultivation in the field of magic arts.