The invention relates to a wireless data communication network, in particular to a customizing message request triggering method. A mobile terminal with a non-contact IC chip actively requests for triggering a customizing message to an IC chip reader-writer, after successful verification, the customizing message is sent to the mobile terminal through a mobile communication network. The invention also relates to a customizing message request triggering system which comprises a message server and the mobile communication network and is characterized by also comprising the mobile terminal with the non-contact IC chip and the IC chip reader-writer. The invention can autonomously select to receive the customizing message according to user requirement, which can truly lead a user to obtain the customizing message when intending to know, and not to receive the relevant message when not intending to know, thereby reducing the interference of unnecessary messages simultaneously when greatly improving the convenience of obtaining messages.