AbstractThe kiwi berry (Actinidia arguta) is a new product on the market that expanding worldwide acceptance and consumption. This widespread interest has created an increasing demand to identify the nutritional and health benefits of kiwi berry. Many studies are being actively conducted to investigate the composition and health‐promoting effects of kiwi berry. In this study, the phytochemical content of free and bound fractions of eight kiwi berry varieties were systematically investigated in order to better understand the potential of this superfood crop. Nine phenolic monomers were identified and quantified by ultrahigh‐performance liquid chromatography coupled with quadrupole time‐of‐flight mass spectrometry and ultrahigh‐performance liquid chromatography‐PAD. Antioxidant activity was further determined via peroxyl radical scavenging capacity and cellular antioxidant activity assays. The free extracts had higher phytochemical contents and antioxidant activities than the corresponding bound extracts among the eight kiwi berry varieties. Bivariate Pearson's and multivariate correlation analyses showed that antioxidant activities were most related to the total phenolic, flavonoid, vitamin C, and phenolic acids contents. The results provide a theoretical basis for the selection of kiwi berry varieties and the utilization of functional foods.