To provide a new pigment coloring agent which is sturdy against light, has a heat resistance, produces a colored material having an excellent coloring strength, and exhibits excellent properties in all aspects.

The new pigment coloring agent has a structure of formula (1). (wherein R1 is a 1-6C alkyl, a 1-6C alkoxy or the like; R2 is hydrogen, a 1-6C alkyl, an acyl or the like; R3 is a 1-6C alkyl, a 1-6C alkoxy or the like; the ring A can be further substituted with-SO3-M+, wherein M+ is an cation; the rings B and C can be non-substituted, mono-substituted or poly-substituted with a halogen, hydroxide group, -SH, amino, 1-6C alkylamino or the like; the ring B can be substituted at 5- or 8-position with a group of formula (2)).