A reversible thermosensitive coloring material which can reversibly achieve a relatively colored state and a relatively discolored state depending on a temperature to which the coloring material is heated or a cooling speed at which the coloring material is cooled after heated. The coloring material including an electron donating coloring agent; an electron accepting color developer configured to color the coloring agent; and a compound having a Zwitter ion in which a total of charges in a molecule of the compound is zero. A reversible thermosensitive recording material including a substrate and a reversible thermosensitive recording layer, which is located overlying the substrate and which includes the reversible thermosensitive coloring material.