In recent years, Korean fashion brands have had a strong performance in the Chinese market. Those brands are almost everywhere in major Chinese cities and become indispensable to Chinese people’s lives. However, a few fashion companies are successful and popular in China. In fact, consumers in China have not so much acknowledged the real characteristics of Korean fashion brands. This study aims to do research the current situations of Korean fashion brands in China and to propose useful strategies that enable Korean fashion brands to be more competitive in China than before. Based on case analyses the current study comes up with strategies that allow Korean fashion companies to enhance their brand equity. The present study is organized as follows. First the research background and purpose are introduced. Second, a conceptual framework is shown. Third, this paper expounds the main motivation of Korean fashion brands entering Chinese market and briefly analyses the Korean fashion brands’ status in China. Fourth, this paper suggests strategies for Korean fashion companies to enhance their brand-equity in terms of brand awareness, brand loyalty, brand association, and quality perception. Finally, this paper concludes with implications for practice.