To provide an aqueous coating material exhibiting excellent performance in durability, curability, abrasion resistance and the like.

The aqueous coating material comprises a synthetic resin emulsion A, a crosslinking agent B reactive with the synthetic resin emulsion, and an organic solvent C, which exhibits an evaporation rate of 2-50 when that of butyl acetate is 100 and exhibits water-solubility of 2-80 g/100g, as essential ingredients. In the synthetic resin emulsion A comprising a polymer of a monomer group, which includes a (meth)acrylic acid alkyl ester having a 1C-6C alkyl group and a reactive functional group-containing vinyl monomer, as a resin ingredient and having a glass transition temperature of 10-60C, a content of aromatic monomers in the monomer group is 10 wt.% or lower.