In an apparatus for controlling warm-up operation of a general-purpose internal combustion engine having a throttle valve installed in an air intake pipe and connectable to an operating machine to be used as a prime mover of the machine, it is configured to calculate a basic fuel injection amount based on an engine speed and a throttle opening and control engine warm-up operation by calculating a warm-up time fuel injection amount by correcting the calculated basic fuel injection amount based on one of a temperature change amount of a spark plug seat of the engine, the throttle opening and an output of the operating machine and injecting fuel from an injector by the calculated warm-up time fuel injection amount. With this, it becomes possible to calculate a fuel injection amount suitable for the engine warm-up condition by using an appropriate parameter in place of the lubricating oil temperature.