Abstract: A light-storing fluorescent pigment comprising a mother crystal and a rare earth element with which said mother crystal is doped, characterized in that said light-storing fluorescent pigment is produced by calcining a gel powder, as a starting material, obtained from an arbitrary combination of an alkoxide derivative, an organic acid salt, an inorganic acid salt, an oxide and a chloride of metal elements constituting said pigment by using a sol-gel method. A simplified production process can be used and the resulting light-storing fluorescent pigment has high crystal purity, is free from contamination with impurities and it is possible to easily control the particle diameter of the pigment.