We investigated the physicochemical properties and starch structure of various rice varieties including 15 colored cultivars. NKHC showed the highest level of protein, lipid, and total dietary fiber levels. Reddish brown rice showed higher lipid content than that in black rice cultivars. Apparent amylose content of waxy and non-waxy colored rice varieties was within the range of 3~5% and 15~18%, respectively. IP exhibited the highest total starch (TS) content, whereas, NKHC and HJJ showed lower TS content than that in other cultivars. Pasting temperature of all colored rice cultivars, except IP, was about 68°C. Peak viscosity of IP, JJJ, Hong, and GGHM showed high values of 138, 130, 128, and 124, respectively. All the colored rice cultivars presented A-type X-ray diffraction pattern and polygonal shapes of starch granules were observed using scanning electron micrographs (SEM). Major groups of amylopectin chain lengths were B (12 < DP ≤ 24) and A (DP ≤ 12). SMHC showed the highest B chain content and the lowest A chain content (P < 0.05). These experimental results provided useful information for scientists and the food industry regarding colored rice starches.