This study examines why cosmopolitan consumers in China prefer foreign brands. Specifically, the study argues that brand origin and globalness mediate the effects of consumer cosmopolitanism. For this empirical investigation, it conducted surveys with 350 Chinese consumers and examined their perceptions of European and Japanese brands. The study found that brand origin and globalness mediate the effects of consumer cosmopolitanism on quality perceptions. The results suggest that consumers prefer foreign brands because they possess favorable country-of-origin images and they also recognize the globalness of the brands. Furthermore, the study found that consumer cosmopolitanism does not have direct effects on quality perceptions. Instead, the effects were mainly mediated through brand origin and globalness.