Hot stamping is a promising technology to reduce carbon dioxide emissions in the transportation industry by decreasing the weight of components with appropriate strength. However, the low cooling performance of conventional indirect cooling channels degrades the product quality and production rate during hot stamping. This study proposes a novel direct cooling system for hot stamping dies with fractal cooling channels (FCCs). Based on experiments, the cooling performance of the FCC was analyzed at various press holding times, mass flow rates, and cycle numbers. In the FCC, the average blank temperature at a water mass flow rate of 50 kg h−1 was 22 % lower than that at a zero-mass flow rate. At a mass flow rate of 50 kg h−1, the average blank temperature in the FCC increased with the cycle number and converged to 186 °C in the seventh cycle. Additionally, the standard deviation of the temperature distribution in the FCC was on average 39 % lower than that in the straight cooling channel (SCC). Finally, the daily production rate in the FCC was 34 % higher than that in the SCC.