The present invention provides a thermochromic coloring color-memory composition which effectively produce a characteristic that colors can be reversibly memorized and maintained and has applicability to various fields and a thermochromic coloring color-memory microcapsule pigment containing the composition.A thermochromic coloring color-memory composition comprising a homogeneous solubilized mixture of (A) an electron donative coloring organic compound, (B) an electron accepting compound and (C) a compound represented by the following formula (1) as a reaction medium which controls color reactions of the components (A) and (B): wherein X represents any of a hydrogen atom, an alkyl group having 1 to 4 carbon atoms, a methoxy group, and a halogen atom, m represents an integer of from 1 to 3, and n represents an integer of from 1 to 20.