The study examined and compared the physicochemical and characteristics of various rice brand varieties and private brand products on the market. The moisture content in the proximate composition of rice was 15.67∼17.03%, crude protein content was 5.73∼6.30%, crude lipid content was 0.38∼0.95%, and crude ash content was 0.23∼0.56 %. Ilmi and Ilpum had high moisture content, whereas Gosihikkari and Hopyeong had high crude protein content. In the Hunter’s color value of rice flour, L value was 96.76∼97.27, a value was -1.63∼-0.63, and b value was 2.00∼2.60. The WAI was 1.21∼1.39, WSI was 0.63∼0.93%, and amylose content was 14.63∼20.86%, respectively; Gosihikkari and Ilmi showed the lowest values. The X-ray diffraction patterns of rice flours of all varieties showed an A shape. For the amylogram properties of rice flour, initial pasting temperature was 59.57∼63.23°C, maximum viscosity was 569.00∼718.67 B.U. (Brabender Units), breakdown was 303.00∼423.67 B.U., and setback was 212.67∼265.33 B.U.. For differential scanning calorimeter (DSC) of rice flour, onset temperature was 54.66∼58.63°C, peak temperature was 65.87∼68.14°C, end temperature was 73.37∼75.54°C, and enthalpy was 1.98∼2.95 cal/g. The rice varieties with high internal density and initial pasting temperature as well as low crude protein content, WAI, amylose content, and setback can be classified as good. Gosihikkari in Gyeonggi Province, Ilmi and Hopyeong in Jeollanam-do, and Samgwang in Chungcheongnam-do are among them.

Keywords: local rice brand, rice varieties, amylose content, amylogram, DSC