In order to colonize the human gastrointestinal tract and exert their beneficial effects, bifidobacteria must effectively cope with toxic bile salts in the intestine; however, the molecular mechanism underlying bile tolerance is poorly understood. In this study, heterologous expression of a MarR family transcriptional regulator, BmrR, significantly reduced the ox bile resistance ofLactococcus lactisNZ9000, suggesting that BmrR might play a role in the bile stress response.In silicoanalysis combined with reverse transcription-PCR assays demonstrated thatbmrRwas cotranscribed withbmrAandbmrB, which encoded multidrug resistance (MDR) ABC transporters. Promoter prediction and electrophoretic mobility shift assays revealed that BmrR could autoregulate thebmrRABoperon by binding to thebmrbox (ATTGTTG-6nt-CAACAAT) in the promoter region. Moreover, heterologous expression ofbmrAandbmrBinL. lactisyielded 20.77-fold higher tolerance to 0.10% ox bile, compared to the wild-type strain. In addition, ox bile could disrupt the DNA binding activity of BmrR as a ligand. Taken together, our findings indicate that thebmrRABoperon is autoregulated by the transcriptional regulator BmrR and ox bile serves as an inducer to activate the bile efflux transporter BmrAB in response to bile stress inBifidobacterium longumBBMN68.IMPORTANCEBifidobacteria are natural inhabitants of the human intestinal tract. Some bifidobacterial strains are used as probiotics in fermented dairy production because of their health-promoting effects. Following consumption, bifidobacteria colonize the lower intestinal tract, where the concentrations of bile salts remain nearly 0.05% to 2.0%. Bile salts, as detergent-like antimicrobial compounds, can cause cellular membrane disruption, protein misfolding, and DNA damage. Therefore, tolerance to physiological bile stress is indeed essential for bifidobacteria to survive and to exert probiotic effects in the gastrointestinal tract. InB. longumBBMN68, the MarR-type regulator BmrR was involved in the bile stress response by autoregulating thebmrRABoperon, and ox bile as an inducer could increase the expression of the BmrAB transporter to enhance the bile tolerance of BBMN68. Our study represents a functional analysis of thebmrRABoperon in the bile stress response, which will provide new insights into bile tolerance mechanisms inBifidobacteriumand other bacteria.