Fluorescent whitening agent (FWA) is a widely used chemical in paper industry, but a systematic and scientific method on FWA analysis has not been established. We performed the basic researches on the fluorescence analysis of FWA. The fluorescence of FWA was investigated using a spectrofluorometer and a spectrophotometer. When FWA solution was analyzed using the spectrofluorometer, we found that the peak wavelength of the fluorescence emission was about 440 nm and that of the fluorescence excitation was about 370 nm irrespective of FWA types. Papers dyed with an internal FWA were prepared in a laboratory and the reflectance and the fluorescence index were measured using the spectrophotometer. It was confirmed that the optimum peak wavelength of the reflectance was 440 nm and the fluorescence index calculated from the CIE whiteness with and without UV light under a light source D65 was the best indicator to measure the fluorescence of FWAs exiting in papers.