To provide an automatic roller coating system which can coat the peripheral part of the roller part of a rubber roller without causing the increase of costs and generating defective coating.

The rubber roller 1 is attracted by a magnet 23 so that the end part of a shaft member 2 comes into contact with the lower side guide surface 12a of a roller conveyance rail 12, and a roller conveyance pedestal 14 is moved. The roller 1 (shaft member 2) is also moved together by the magnetic force of the magnet 23, and the shaft member 2 rolls on the lower side guide surface 12a. The roller 1 is conveyed along the rail 12 on a coating tank while being rotated. A coating solution is applied on the peripheral surface of the roller part 3 of the roller 1.