This study explored the product attributes Vietnamese mothers consider for the purchase of children`s wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children`s wear brands. The results are as follows. First, the comfort in physical activities. Fabric type and quelity, sizing and fit, durability, co-lor, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children`s wear. Second, the high cons-picuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase in-tention of Korean children`s wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for chidren`s clothing purchases by Vietnamese mothers: how-ever, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children`s wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children`s wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.