The aim of this study was to investigate the effects of timing of collecting date and concentration of IBA and NAA, in order to enhance initial activity and seedling quality of domestic strawberry. Strawberry cuttings were separately taken twice, in June 7 and in July 5, and IBA and NAA were treated with the concentrations of 0.025, 0.05 and 0.1% at cutting date, respectively. The seedlings were evaluated for the percentage of survival during 18 days at 6 times after tunnel cultivation. The NAA treatment was inappropriate for strawberry cutting due to the high rate of seedling mortality, regardless of the collecting date. The vitality of the seedlings was highest at IBA 0.1% in June collecting and at IBA 0.05% in July collecting. The seedlings from June collecting had a higher quantum yield at IBA 0.1% and the seedlings from July collecting at IBA 0.05%. Therefore, IBA could be more effectively applied than NAA to promote the vitality and quality with the appropriate concentration of 0.1% at June collecting and 0.05% at July collecting, respectively.