Since the late 1970s, airline business has suffered a hardship because of the sudden rise of oil prices and alternative transportation method such as express train. These business environments have led to the appearance of new business model such as low cost carrier service(LCC) as well as the profitability deterioration of exiting airline services. LCC industry has recorded a rapid growth with the entries of several operators throughout the world. In Korea, Jeju-Air pioneered this low cost carrier market in 2005 and has built a stable foundation for the business management. Jeju-Air has repeated the increase in sales amount and enjoyed an enduring competitive advantage over later entrants. The purpose of this case is to introduce Jeju-Air’s successful marketing strategies. For this purpose, we summarized the formation process of low cost carrier industry in the domestic and foreign counties, reviewed lessons form successful foreign airlines that pioneered LCC market in each country, introduced Jeju-Air’s key brand strategies for developing the new markets and securing the first mover advantages, and discussed the future challenges for Jeju-Air.