This study is based on the sympathy of the present time that Korean representative food companies are engaging in the original brand communication strategy that reflects their culture and needs and imprint their brand image to Chinese consumers. The purpose of this study is to identify the brand communication strategies of three food companies that are actively entering the Chinese food market such as Orion, Nongshim, and Lotte through visual semiotic analysis of the sign systems. This study is also aimed to understand the common characteristics and corporate differentiation of brand communication strategies in the China market represented by standardization strategy and localization strategy. As a result, this study shows all three companies were able to grasp that they are concentrating on the conception of localized sign systems by using various symbols reflecting Chinese society and culture. In particular, this study also found that Orion has a relatively high localization strategy and a high degree of relationship and consistency between the sign systems. In this way, we could point out that it is difficult to give a strong image to sustainability, if there is a relationship and consistency between the sign systems.