To provide an apparatus for continuously hot-dip plating a steel strip which improves productivity and reduces production costs because continuous embossing can be performed in a continuous hot-dip plating line, and which can form a clean and clear uneven pattern.

This apparatus includes a section 13 comprising a skin-pass cum embossing unit 33 provided with a backup roll 16, and a leveling unit 34 which cools a hot-dip plated steel strip 1 having a sheet thickness of 0.25 mm or more, subsequently improves the surface appearance and properties of a material, embosses the strip, and corrects the shape. The skin-pass cum embossing unit 33 has a skin-pass work roll 35 or an embossing roll 36 which are switchable with each other. The embossing roll 36 comprises one uneven roll 37 having unevenness with salients having tops of 15 μm or higher formed thereon, and the other flat roll 38 which forms embossed patterns 42 with recesses with depths of 10 μm or deeper at each deepest part and of 100 μm or less on average on the one side of the steel strip 1, by pressing one side of the steel strip 1 with the salients 40 of the uneven roll 37 and bringing the recesses 39 into a non-pressed state to the one side of the steel strip 1.