This study was performed to evaluate the quality characteristics and antioxidant activity of Nurungji by varying the purple sweet potato powder addition time (AR: added after rice cooking, BR: added before rice cooking) and powder ratio (0, 2, 4, 6, 8%) on the prepared rice during Nurungji’s manufacturing. In both AR and BR samples, water binding capacity, soluble solid content, reducing sugar, and hardness increased with an increasing proportion of purple sweet potato powder; however, the pH and moisture content decreased. The L value and b value decreased and increased with the influence of anthocyanin in purple sweet potato powder. The total polyphenol, flavonoid, anthocyanin contents, DPPH, and ABTS radical scavenging activity were highest in Nurungji with 8% of purple sweet potato powder. Moreover, AR samples showed higher antioxidant activity than BR samples. Based on the study results above, the preparation of Nurungji with 8% purple sweet potato powder by AR process was more favorable based on the content of antioxidants and antioxidant activity.