This invention is intended to provide a photocatalytic coating material which includes: at least (a) photocatalytic oxide particles; (b) a hydrophobic-resin emulsion; and (c) water, wherein the average particle size of the photocatalytic oxide particles is smaller than that of the particles dispersed in the hydrophobic-resin emulsion. This invention is also intended to provide a self-cleaning water-base coating composition which includes: (a) water-based silicone emulsion or the like; (b) photocatalytic particles or a photocatalytic sol; and (c) water, wherein the solid matter of the ingredient (b) constitutes less than 5% by weight of the total solid matter of the coating composition. This invention is also intended to provide a self-cleaning water-base coating composition which includes: (a) water-based silicone emulsion or the like; (b) whisker or the like; (c) photocatalytic particles; (d) an inorganic coloring pigment; and (e) water.