The purpose of this report is to investigate Vietnamese consumers' willingness to pay additional amount for the Korean shine muscat compared to that of American based on the survey conducted and to analyze its influential factors. The method of research was CVM(Contingent Valuation Method) whereas the paying card method was selected for the survey method looking into Dichotomous choice(referendum) method from the close format questioning. The Vietnamese consumers' willingness to pay additional amount for the Korean shine muscat compared to that of the US was projected by the Ordinary Least Squares method and the Conditional Logit model. There are 5 important implications for the analysis result：First, imported grapes from the US in the Vietnamese market range KRW 6,000[10,000 per 1 kg whereas the price range for willingness to pay for Korean shine muscat is from KRW 13,000[ 17,000. Second, it is needed to focus on the Vietnamese consumers with high income level as a core marketing target in order to expand export of the Korean grapes. Third, the Korean shine muscat should specifically target the modern distribution channels such as large scale retailers and department stores. Fourth, the principal agents of exporting Korean grapes should pay more attention to the safety management of the products. Fifth, the target age group should vary depending upon the region, for instance, the main target for Korean shine muscat in Hanoi shall be young generation whereas over 40 in Ho Chi Minh city as a core marketing target.