Purpose: This study investigated Korean consumers’ liking and sensory perception of six commercially available oolong tea products to determine if the sensory characteristics influence consumers’ liking and purchase intent. Methods: Seventy consumers participated in this study. Each 50 mL sample was provided at ambient temperature. Consumers evaluated their liking, perception of sensory characteristics, intensity of six attributes, and purchase intent of each oolong tea sample. Results: The ‘Clean’ attribute had the most positive effect on the liking for oolong tea, while the ‘Astringent’ characteristics had a negative impact on liking. A significant difference in the intensity of the ‘Floral aroma’ was noted in the case of oolong tea from the same company in different producing countries. Conclusion: This study identified the sensory characteristics with positive and negative effects on the consumers’ liking of oolong tea. Therefore, this data can provide useful information for developing oolong tea targeting Korean consumers.