A reflective display body configured such that the up-down direction of display content on a display surface can be changed. The reflective display body includes a light diffusion control layer, a display device, and a reflective layer. The light diffusion control layer has a diffusion angle width of 5° or more and 80° or less in which a haze value (%) is 90% or more as measured when one surface of the light diffusion control layer is irradiated with light rays at an incident angle of −70° to 70° with respect to the normal direction of the one surface being 0°. The light diffusion control layer has an acute angle of 7° or more and 83° or less.