This study The purpose of this study was to confirm the strategic relationship between the local festival and local products by proving the relationship between Qingdao International Beer Festival and Quindao Beer which is a representative brand product of China, and to propose the direction of the management of similar local festivals in Korea. Accordingly, environmental clues that the visitors of and Qingdao International Beer Festival perceived were identified and the relationship between the festival image and the product brand value was studied. From the study, 5 factors such as ‘Program and PR,’ ‘Benefits from the Participation,’ ‘Food Value,’ ‘Accessibility,’ ‘Festival Products,’ and ‘Convenience Facilities’ were induced from the 30 questions proposed to evaluate the environmental cues of Qingdao International Beer Festival. When checking the influence of the five factors on the festival image and product brand value, it was found that there was the influence relationship between the variables.