A taxonomic study was conducted on strain EM106T, isolated from a sediment sample of the East Sea, Republic of Korea. Comparative 16S rRNA gene sequence analyses showed that strain EM106T belongs to the family Flavobacteriaceae and is most closely related to Winogradskyella echinorum KMM 6211T and Winogradskyella ulvae KMM 6390T (97.8 and 97.3&#8202% 16S rRNA gene sequence similarities, respectively). The G+C content of the genomic DNA of strain EM106T was 33.3 mol%, and the major respiratory quinone was menaquinone-6. The polar lipids of EM106T were phosphatidylethanolamine, two unidentified aminolipids and two unidentified lipids. DNA?DNA relatedness data indicated that strain EM106T represented a distinct species, separate from W. echinorum KMM 6211T and W. ulvae KMM 6390T. Strain EM106T possessed iso-C15&#8202:&#82020, iso-C15&#8202:&#82021 G and iso-C16&#8202:&#82020 3-OH as the major cellular fatty acids. The isolate was Gram-staining-negative, strictly aerobic, short rod-shaped and motile by gliding. The strain grew at 10?35 °C (optimum, 25 °C), pH 6.5?9.0 (optimum, 7.5), and with 0.5?5&#8202% (w/v) NaCl (optimum, 0.5?1&#8202% NaCl). The overall physiological features of strain EM106T were very similar to those of W. echinorum KMM 6211T but only strain EM106T had nitrate reductase activity. On the basis of phenotypic and phylogenetic analyses, strain EM106T is proposed to represent a novel species, Winogradskyella pulchriflava. The type strain is EM106T(&#8202=&#8202KCTC 23858T&#8202=&#8202NCAIM B 02481T).