Compared with those of major commercial leafy vegetables, leaves of sweet potato have higher contents of flavonoids and phenolic acids, which provide significant health benefits and may be used as natural colourants. We have analysed the expression of key flavonoid biosynthesis genes using RT-PCR and the accumulation of polyphenolic compounds using high-performance liquid chromatography coupled to a photodiode-array detector, during the development of leaves of sweet potato plants growing under either long day or short day photoperiods. A massive induction of flavonoid pathway gene expression, correlating with a dramatic increase in the content of an anthocyanin, catechins, flavonols, hydroxycinnamic acids and hydroxybenzoic acids, was observed during sweet potato leaf exposure to a long day photoperiod. These results provide further support for the protective role of flavonoids and phenolic acids against enhanced light exposure in plants.