A cold-curing photocatalytic coating material of the present invention contains an acrylic emulsion-type resin including acrylic resin particles with an average particle diameter of 80 nm to 200 nm, in which a glass transition temperature is 20° C. or less. Moreover, the photocatalytic coating material contains: copper compound-supported titanium oxide in which fineness of grind prescribed in JIS K5600-2-5 is 1 μm to 30 μm; and an aqueous medium that disperses the acrylic emulsion-type resin and the copper compound-supported titanium oxide. The copper compound-supported titanium oxide is contained by 1 to 80 parts by mass in 100 parts by mass of a non-volatile matter content of the photocatalytic coating material. In the photocatalytic coating material, a minimum film-forming temperature is 10° C. or less, and a content of an organic solvent is less than 10% by mass.