This study aims to test and analyze TCV (Theory of Consumption Value), which involves healthy value, economic value, sensory value, innovativeness value, and social value, on brand experience and its impact on brand choice by considering moderation of social media engagement. Testing the research model, which has been modified from previous research, is done quantitatively using survey data. The data is collected from consumers who have purchased Morinaga™ milk. This research method is a quantitative survey with cross-sectional data design. Respondents were selected through purposive sampling, and questionnaires were distributed online. Of the eligible respondents, 216 samples were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that all five TCV (Theory of Consumption Value) variables have a significant influence on brand experience. The strongest influence was identified on economic value, followed by sensory value and social value. Brand experience has a positive impact on the selection of the next purchase brand, moderated by the social media engagement factor. The research findings indicate that consumers' social media interactions can strengthen the relationship between brand experience and brand selection. Managerial implications of this research can be taken for product development considerations based on the variables that have been examined by this study. Keywords: Brand experience, brand choice, customer perceived value