This study was performed to examine the relationship between quality characteristics and palatability on 21 varieties of commercial brand rice in North Kyeong-sang Province, Korea. The average percentages of translucent kernels, an important factor in rice quality, were the higher in the Ilpumbyeo cultivar than other six rice cultivars including Mihyangbyeo, Ilbanbyeo, Chuchungbyeo, Saechuchungbyeo, Hidomebore, and Nampyeongbyeo. The mean contents of amylose among commercial brand rice were not significantly different. The protein content was inversely associated with palatability (Toyo value). The sensory evaluation showed that clumpiness was positively correlated with the moisture content. The preference in color of cooked rice was increased as the percentage of translucent kernels increased. The roasted nutty flavor was highly correlated with the cooked rice with high protein content, while the chewiness was associated with high moisture and low amylose content.