This experimental study used the 2(country images) X 2(color) X 2(model) design. Four stimuli of experimental advertisements were made to test the proposedhypotheses. According to the results, when Chinese consumers have a low interesttowards S. Korea, based on the color factor, the most effective strategy is astandardization strategy, but for the model factor, a localization strategy should be usedin beer advertising. Conversely, when Chinese consumers have a high interest toward S. Korea, based on the color factor, unexpectedly the most effective strategy is alocalization strategy, while as expected, for the model factor a standardization strategy isbetter than a localization strategy. Generally a mixture strategy shall be the best choicefor those Korean domestic beer brands. Finally, we are expecting the results of this studyto be a foundation in discussing the direction of producing beer advertisements at thetime when other beer brands are coming in and out of Chinese markets.