Abstract: 【Objective/Meaning】The diversity of agricultural resources in Fujian Province is outstanding, which is suitable for the development of agricultural products with regional characteristics. The outbreak of the COVID-19 epidemic has exposed the shortcomings in the brand marketing of characteristic agricultural products in Fujian Province. In the post-epidemic era, there is an urgent need to build a brand marketing strategy for featured agricultural products. 【Methods/Procedures】By using the literature method, the current measures taken in the brand marketing of characteristic agricultural products in Fujian Province were studied in this paper. Then, the difficulties faced by the brand marketing of characteristic agricultural products under the epidemic situation were analyzed. Last, the countermeasures for the brand marketing of characteristic agricultural products in the post-epidemic era were explored. 【Results/Conclusions】It were found that there were some problems in the brand marketing of characteristic agricultural products in Fujian Province, such as the lack of brand awareness, high product homogeneity, low level of product standardization, single marketing model, and the lack of financial support, etc. In view of these problems. Therefore, it was suggested that Fujian should reshape the supply chain of agricultural products, perfect the management system of agricultural products, renew the marketing mode of agricultural products and increase the support of government funds.