To provide an LED lighting device with excellent effects never realized before.

The lighting device (10) includes LEDs (11) to be a light source, board circuit parts (12) of the LEDs (11), light source units (13) enlarging the diameter of light irradiated from the LEDs (11), yet restraining diffusion of light and converting into a light flux as a flux of light, and a light-flux projecting reflecting plate (20) for projecting the light flux irradiated from the light source units (13), and a decorative plate (14) to be an outer package part of a light-emitting face of the lighting device (10). One or two pieces of the light source units (13) are installed on one side or on an upward extended line of a plurality of sides of the light-flux projecting reflecting plate (20), so that the light flux irradiated from the light source units (13) is to be a full-face light-incident angle (a) incident into a whole face of the reflecting face (21) of the light-flux projecting reflecting plate (20). The light-flux projecting reflecting plate (20) includes a rugged shape (30) with a linear light-flux direction cross section and a curved lateral direction cross section for diffusing the light flux irradiated from the light source units (13) in uniform controlled light toward the decorative plate (14).