Even up to now, there are a lot of rhetoric words attached to the name of Seung-hee Choi (Nov. 24, 1911 ～ Aug. 8, 1969), a Korean woman modern dancer. Her name is still re-titled with complimentary expressions such as ‘Legend of Oriental Dance’, ‘Dancing Girl of Korean Peninsula’, ‘Flower of Joseon’, ‘World-famous Dancer’, ‘Legendary Woman Dancer’ and ‘Immortal Woman of Myth.’ Choi developed her remarkable career of dancer across many international regions including Korea, Japan and Europe in the age of colonized Korea under the rule of Japanese imperialism. She lived her life with fetters of sorrow and pleasure till she went to North Korea with her husband. In the history of modern Korea, Choi is recognized as a rare figure of modern Korean woman who extended the boundary of her career into movie actress, singer and fashion model beyond dancer. A great number of conventional academic studies on Seung-hee Choi can be found in dancing and literature world, but most of those studies have focused primarily on artistic life, orientations, achievements and activities of Choi as well as her philosophical values. Based on the life story, artistic activities and critical biography of Choi, this study intends to take a new approach of art marketing to exploring her artistic achievements and values. The perfection of a performing art work is still valued so much as a means of creating audience value from its performance on stage, but the importance of multilateral promotions and novel planning is not to be overlooked. Whether Choi adopted such a planning and marketing means intentionally or unintentionally, her performing art activities demonstrate that she surely tried to promote herself by other means than perfection and value of a performing art work, and really wanted to get her performing art recognized by audience and make her dance known to more people. Thus, this study sought to take a new approach to the original artistry of Choi from the viewpoint of performing art planning and art marketing. Based on lots of existing academic literatures on Choi, this study attempted to define her identity as a sort of brand and goods in the aspect of modern strategic planning, and took an approach of strategic planning to further examination into her artistic achievements, values and features on the basis of SWOT analysis.