The purpose of this study is, firstly, to identify the characteristics of mobile SNS WeChat; secondly, to analyze the impact of brand awareness information sharing moment in Korea; thirdly, to analyze the effect of sharing information moment on purchase; and fourthly, to analyze the effects of the purchase intention on Korean brand. The questionnaires were distributed to Chinese people who have experienced using WeChat from 1 October till 6 November in 2015. The self-administerd survey was undertaken for 316 respondents. Excluding missing data, 307 usable data were used for analysis. The results were as follows: First, it has found that the effect of the characteristics of the mobile SNS WeChat about moment information sharing is positive (+) familiarity. Second, the accessibility of mobile SNS features, this newness was found to give a positive effect on brand awareness of Korean. Third, the information sharing moments of WeChat has been found to give a positive effect on brand awareness of Korean. Fourth, the moment showing of information sharing is not significant on purchase intention. Finally, it was found to affect the brand awareness of Korean positive (+) purchase intention. Through these results of this paper study, for the future the Korea cosmetics brand and company will improve and outperform the Chinese market by WeChat, establish marketing strategies through the development of the platform and provide a practical implications for the mobile SNS WeChat marketing plan.