PROBLEM TO BE SOLVED: To provide a luminous matter emitting light in colors of red, pink, yellow and the like other than green and blue additionally. SOLUTION: A luminous transfer sheet T for ceramic wares is formed of a mounting paper 1 on which a water-soluble film 2, a fluorescent agent layer 3, a phosphorescent agent layer 4 and a cover coat resin 5 printed successively in the above order. Components other than the fluorescent agent layer 3 and the phosphorescent agent layer 4 constituting a luminous matter H are already publicly known and the fluorescent layer 3 is formed of a coating material prepared by mixing a fluorescent pigment with a medium (thermosetting solvent). The phosphorescent agent layer 4 is formed of a coating material prepared by mixing the fluorescent pigment with a medium (thermosetting solvent). When illumination is turned off, energy stored in the phosphorescent agent layer 4 is still emitted as visible rays or the like for a while. The rays are reflected on the fluorescent agent layer 3 and transmitted through the phosphorescent agent layer 4 to reach human eyes. As a result, colors of red, pink, yellow, green, blue and the like to be emitted by the fluorescent pigment can be sharply emitted by the luminous matter H.