Vietnam has become a new rising market for Korean agricultural foods due to its rapid economic growth, the increase of the citizen’s income and the Korea-Vietnam Free Trade Agreement(FTA). Vietnam has become the 4th largest market for Korean agricultural foods, behind only Japan, China and the USA. Following the strength of the Korean wave, Vietnam presents a favorable environment for the exports of Korean products to the country. Vietnam has transforming itself from a production base to a consumer based market, and to understand the latter, we need to study the consumer behavior of the locals. This paper will provide a fundamental analysis of the effect of national image and image of Korean foods on Vietnamese consumers’ purchase intention and the moderating effect of Korean wave. A survey of 187 Vietnamese consumers found that national image and image of Korean foods have direct effects on the consumers’ intention to purchase Korean foods. The moderating effect of Korean wave between the national image and purchase intention also was found. It can be concluded that Korean wave, which is widely spreads across Vietnam, creates a positive effect on Vietnamese consumers’ purchase of Korean foods. We need to develop a strategy to utilize the effect of Korean wave in the marketing of Korean products in rapidly a growing Vietnamese foods market.