PURPOSE: To obtain a pigment having desired hiding power and particle size, by synthesizing an org. colorant on the surface of a metal oxide powder by using, as a base, a phenyl derivative, etc. which have been introduced onto the surface of the metal oxide powder.

CONSTITUTION: A hydroxyl group present on the surface of a metal oxide powder is utilized in the reaction with a compd. having an arom. ring to chemically bond a phenyl derivative, etc. to the surface of the metal oxide powder. Then an org. colorant such as dye or pigment is synthesized by using, as a base, said phenyl derivative, etc. which have been introduced onto the surface of the metal oxide powder. The phenyl derivative, etc. can be introduced onto the surface of the metal oxide powder by a chemical reaction on said surface, e.g., by an esterification reaction with an arom. alcohol, by replacing the hydroxyl group on the surface of the metal oxide with chlorine and then reacting the product with phenyllithium, or by utilizing Friedel-Crafts reaction.