A cargo loading apparatus of a vehicle luggage room may include a rail mechanism including a fixation rail fixed to a rear back beam and a movable rail that moves forward and/or rearward along the fixation rail, a pair of left and right side plates connected with the movable rail to move together with the movable rail, an upper plate in which a rear side surface is rotatably connected with the side plates through a hinge stopper to be rotatable substantially perpendicularly to the side plates and a rear end is connected with a bumper door, and a lifter installed so that one end of which is connected to a side plate of the side plates and the other end of which is connected to the upper plate, the lifter maintaining a rotational state of the upper plate while a length of the lifter is varied when the upper plate rotates upward around the hinge stopper.