A continuous molten metal plating apparatus comprising a roller rotatably supported by a bearing in a molten metal bath, said roller having a metal body, a shaft sliding portion, a sleeve of a ceramic sintered body fitted on the shaft sliding portion, and an intermediate metal member interposed between said shaft sliding portion and said sleeve, said intermediate metal member being deformed at a stress level lower than a rupture strength of the ceramic sintered body, the intermediate metal member being elastic-plastically deformed at a temperature of the usage thereof by a difference in thermal expansion between the intermediate metal member and the ceramic sintered body, space being provided between said shaft sliding portion and said sleeve for accommodating said elastic-plastic deformation of said intermediate metal member, said bearing being provided with a sliding portion made of a sintered body formed of a material selected from the group consisting of a graphite body, and a graphite body including carbon fiber, and wherein the bearing sliding portion is disposed within dovetail grooves formed on an inner periphery of a metallic member having at least a semicircular inner periphery and being fixed in a direction toward the roller.