A liquid fuel cartridge and a direct liquid feed fuel cell system having the liquid fuel cartridge. The direct liquid feed fuel cell system includes: a housing having a cartridge inserting groove and a longitudinal opening in the cartridge inserting groove; a fuel cell located in the housing and composed of cathode and anode electrodes and an electrolyte membrane; a liquid fuel cartridge that contains a liquid fuel, inserted into the cartridge inserting groove, to supply the liquid fuel to the anodes; and a fuel transport unit to transport the liquid fuel from the liquid fuel cartridge to the anodes, wherein the liquid fuel is supplied to the fuel transport unit when the liquid fuel cartridge is rotated in a first direction and the supply of the liquid fuel is disconnected when the liquid fuel cartridge is rotated in an opposite direction.