This study examines what selection attributes are important when Chinese consumers purchase Korean cosmetics. In particular, we conduct IPA to find out what the differences are from previous studies before THAAD deployment and what the differences are in the selection attributes between male and female consumers. From the similarity perspective, most of the selection attributes are concentrated in the one-quadrant, keep up the good work(e.g., manufacturing date, fit with skin, main ingredient, whitening, moisturizing, and elasticity) and the three-quadrant, low priority(e.g., capacity, advertising and price). From the difference perspective, the importance of brand is in the low priority before THAAD deployment, but it is further highlighted by the keep up the good work(e.g., female consumers) and the concentrate here(e.g., male consumers). Interestingly, the findings based on gender differences are more significant. More specifically, it is commonly considered from the following quadrants: 1) manufacturing date, moisturizing, main ingredient, and fit with skin in keep up the good work, 2) blisters and store services in low priority, and 3) fashion in possible overkill. However, for the male consumers brand is in concentrate here, while for the female consumers brand is in keep up the good work. In line with these observations, we discuss research insights and limitations and provide for the future research directions.