Abstract: The purpose of this research is to study the changes in Chinese consumer awareness and purchasing behavior resulting from implementation of Korea-China FTA. The research aims to investigate the effect of Korea-China FTA on Chinese consumer’s purchasing behavior which will help formulate more effective marketing and promotion strategies for Chinese consumers under Korea-China FTA system. A questionnaire survey was conducted on 165 Chinese consumers residing I Beijing who regularly purchase Korean products. The result shows that Korea-China FTA has a significant impact on Chinese consumer’s purchasing behaviors. Since, Korea-China FTA affects Chinese consumer’s purchasing pattern, it is necessary to develop, manage and enhance a long-term marketing promotion strategy for Chinese consumers under Korea-China FTA. The result also suggests that Korean companies and trade-related organizations need to make more active efforts to promote Korea-China FTA and consumer marketing for Chinese consumers.