White chocolate is a type of chocolate with the lowest antioxidant content and activity, necessitating improvement. This research aims to determine the influence of varying concentrations of Roselle flower powder and refining durations on the physical, chemical, and sensory characteristics of white compound chocolate. The study employs a factorial Completely Randomized Design with two factors, Roselle powder concentration (2.5%, 5%, and 7.5%) and refining duration (2.5 hours, 5 hours, and 7.5 hours). The results showed that the addition of Roselle flower powder and refining duration significantly affected the physical characteristics (color, hardness, and moisture content), chemical characteristics (total flavonoid content, total phenol content, and antioxidant activity), and sensory profile (color, aroma, flavor, texture, mouthfeel, and overall). The formulation preferred by the panelists was the sample with 5% Roselle powder with 7.5 hours of refining duration. This formulation elicited a positive emo-sensory response and collative perception from the panelists. Pearson’s Correlation test was conducted to determine the relationship between physical and chemical characteristics, yielding significant correlations that validate the interaction of these factors in influencing the final product quality. The research contributes to the development of white compound chocolate with enhanced antioxidant properties and improved sensory attributes, providing an innovative method for producing functional chocolate products.