This study aimed to compare the untreated, cold plasma (CP)-optimized (30 kV/5 mm/6.7 min), CP-extreme (30 kV/2 mm/10 min), and thermally treated (TT) (90 degrees C/5 min) kiwifruit juices based on the physicochemical (pH, total soluble solids (TSS), titratable acidity (TA), total color change (Delta E)), physical (particle size and rheology), microstructure (optical microscope), bioactive compounds (polyphenol, ascorbic acid, and sugar compounds), and sensory characteristics of kiwifruit juice. The pH, TSS, and TA were not significantly affected in CP and TT juice, whereas the Delta E (6.52) of TT juice lies in the range of "greatly visible." The microstructure characteristics of juice significantly changed after CP and thermal treatment. The cell and tissue disruption in CP-extreme and thermally treated juice was more than CP-optimized. The particle size of juice decreased irrespective of treatment, but the span value of CP-optimized juice was the lowest. Further, the CP treatment showed a lower consistency index, apparent viscosity, and pseudoplasticity of juice than the thermal treatment. The CP-treated juice retained bioactive and nutritional attributes more than thermally treated juice. The CP-optimized, CP-extreme, and thermal treatment reduced the sucrose content by 54, 55, and 23%, while the fructose and glucose content were increased by 17, 12, & 93%, and 17, 11 & 99%, respectively. Among the CP-treated juice, CP-optimized (71.36 mg/100g) contained a higher amount of ascorbic acid than the CP-extreme (64.36 mg/100g). Based on the similarity values in the fuzzy logic analysis, the sensory attributes of CP-optimized treated juice were superior to CP-extreme and thermal treated.