The purpose of this study is to analyze attribute values of ginseng products aimed at Chinese consumers, the primary export market for Korean ginseng products, and provide data for establishing strategies for entering and expanding the export market. For this purpose, a survey was conducted on consumers living in Beijing and Shanghai, China. The survey collected 250 responses each from Beijing and Shanghai, and a total of 500 responses were utilized in the analysis. The analyses using the multinomial logit and mixed logit models revealed a significant difference in preference between the subject regions(Beijing and Shanghai) and the consumers. As consumers living in Beijing and those living in Shanghai showed a difference in preference for properties of ginseng products, it is clear that a differentiated marketing strategy is required for each region in the Chinese market. Binomial logistic regression used to analyze the factors that influenced the purchase of Korean ginseng products revealed that any exposure to Korea or Korean culture has a significant impact on consumers’ perceptions of purchasing Korean ginseng products