A permanent magnet rotating machine, being an axial gap-type power generator and comprising: a rotation shaft; two end rotors being separated by space therebetween in the axial direction of the rotation shaft and being rotatable integrally with the rotation shaft, each of the two end rotors comprising an end rotating disk and a permanent magnet (34ea, 34eb) on each opposing surface of the two end rotating disks; at least one inner rotor rotatable integrally with the rotation shaft, and comprising a rotating disk provided in a gap formed by the two end rotors while being spaced therefrom, and a permanent magnet (34ia, 34ib) supported by the rotating disk; at least two stators isolated from the rotation of the rotation shaft, each comprising a fixed disk arranged in each of gaps formed by the end rotors and the inner rotor, and a stator coil (37a, 37b) supported by the fixed disk; a housing which houses the rotation shaft, the rotors (32e, 32i) connected to the rotation shaft and configured to rotate together with the rotation shaft, the stators, and the permanent magnets (34ea, 34eb, 34ia, 34ib) fastened to the rotor or the stators; an air intake port provided at one end of the housing and an air exhaust port provided at the other end of the housing, the air intake port and the air exhaust port being configured to allow cooling air to flow through the housing; wherein the permanent magnet rotating machine is configured to be driven by magnetic force of the permanent magnets (34ea, 34eb, 34ia, 34ib), characterized in that the permanent magnet rotating machine comprises a blower for feeding the cooling air intake port and in that among the permanent magnets, a permanent magnet in the air exhaust port side has a higher coercivity than a permanent magnet in the air intake port side, but has substantially identical remanence to the permanent magnet in the air intake port side. a rotation shaft; two end rotors being separated by space therebetween in the axial direction of the rotation shaft and being rotatable integrally with the rotation shaft, each of the two end rotors comprising an end rotating disk and a permanent magnet (34ea, 34eb) on each opposing surface of the two end rotating disks; at least one inner rotor rotatable integrally with the rotation shaft, and comprising a rotating disk provided in a gap formed by the two end rotors while being spaced therefrom, and a permanent magnet (34ia, 34ib) supported by the rotating disk; at least two stators isolated from the rotation of the rotation shaft, each comprising a fixed disk arranged in each of gaps formed by the end rotors and the inner rotor, and a stator coil (37a, 37b) supported by the fixed disk; a housing which houses the rotation shaft, the rotors (32e, 32i) connected to the rotation shaft and configured to rotate together with the rotation shaft, the stators, and the permanent magnets (34ea, 34eb, 34ia, 34ib) fastened to the rotor or the stators; an air intake port provided at one end of the housing and an air exhaust port provided at the other end of the housing, the air intake port and the air exhaust port being configured to allow cooling air to flow through the housing; wherein the permanent magnet rotating machine is configured to be driven by magnetic force of the permanent magnets (34ea, 34eb, 34ia, 34ib), characterized in that the permanent magnet rotating machine comprises a blower for feeding the cooling air intake port and in that among the permanent magnets, a permanent magnet in the air exhaust port side has a higher coercivity than a permanent magnet in the air intake port side, but has substantially identical remanence to the permanent magnet in the air intake port side.