A shining fan structure for displaying images of patterns or characters by reflection mainly includes a fan. A plurality of blades of the fan are provided with reflective patterns or characters. Light-emitting elements are provided on the periphery of the fan base. Each light-emitting element is angled to directly irradiate the front of the blade. When the fan rotates, the light-emitting elements provided on the periphery of the base irradiate the patterns or characters provided on the blades with the lightening frequency being synchronous with or different from the rotation speed of the fan, a shining effect can be seen from the front or side of the fan by reflection or transmission.