The present invention relates to a water-soluble paint or coating composition comprising: a zeolite-based inorganic compound in which one or more metallic ions with excellent antibacterial ability are ionically bonded; a clay mineral with excellent deodorizing ability; and a photocatalyst having lasting ability. The present invention is characterized by comprising: 1-15 wt % of metallic zeolite, which is configured by ionic bonding between metal ions and zeolite; 1-15 wt % of clay mineral; and 1-10 wt % of photocatalyst, and may exhibit, at the same time, an antibacterial effect, a deodorizing effect, and a lasting effect.