The present invention provides a R-T-B based permanent magnet, comprising a demagnetization curve having a slope ΔJ/Δ(H/HcJ) of less than 400 kG at a region where the value of magnetic field is Hk or less, wherein it is preferable that R in the composition of R-T-B is represented by (R11-xR2x), and T represents one or more transition metal elements containing Fe or a combination of Fe and Co as necessary, where: R1 represents the rare earth element(s) composed of one or more elements selected from the group consisting of Pr, Nd, Sm, Eu, Gd, Tb, Dy, Ho, Er, Tm, Yb and Lu, and R2 contains at least one element selected from the group consisting of Y, Ce and La, and 0.2≤x≤0.7.