This paper examined the role of intrinsic and extrinsic cues in Chinese consumers’ evaluation of foreign products and the moderating effect of country-of-origin and brand awareness. Intrinsic cues refer to functional and physical attributes of the product, while extrinsic cues refer to external factors such as brand name and price. In Study 1, the main effect of country-of-origin and interaction effect between country-of-origin and product cues on product evaluation were found to be significant. When country-of-origin was low, extrinsic cues played a more critical role. In Study 2, the main effect of brand awareness and interaction effect between brand awareness and product cues on product evaluation were also significant. Specifically, when brand awareness was low, products accompanied by extrinsic cues were evaluated more favorably than those supported by intrinsic cues. The research findings suggest that for companies entering the Chinese market, it is crucial to understand the country-of-origin and brand awareness and strategically balance the use of intrinsic and extrinsic cues.