The purpose of this paper can be said to analyze the satisfaction and preference of Japanese tourists visiting Korea to local tourism souvenirs using data their population characteristics factors and expectation factors before purchasing. As the paper process, the bibliographic research on related data issued by the authorized research institution for the country's inside and outside and empirical research by the distribution and collection of questionnaire for the purpose of showing the desires of Japanese tourists to Korean souvenirs products were performed in parallel. The contents of this research are summarized as below. As mentioned above, this paper is divide by two parts, the relevance between the population factors and satisfaction degree to Japanese and the connection between the satisfaction degree and expectation degree to them. Among variables of Korean souvenirs such as art, originality, design, variety and price, etc., Overall Japanese consumers are made clear as dissatisfied with Design of Korean souvenirs. Except these factors, other factors are classified with the scope of satisfaction to Japanese. So For the sales increasing to Japanese, Design inferior factor has to be invested, researched and developed using the government's supports and related firms' core capabilities. such as marketing mix. Finally, in case of the relevance of satisfaction after purchasing and expectation before purchasing by Japanese consumers, All factors like design, packaging, price, variety, art, originality are satisfied with them as showing positive significance between them. So this result lets us think that Korean souvenirs have the international competition to Japanese tourists. Therefore, the firm will keep the increasing intensity of global competition.