An R-T-B based rare earth permanent magnet is expressed by formula: (R11-x(Y1-y-z Cey Laz)x)aTbBcMd in which, R1 is one or more kinds of rare earth element not including Y, Ce and La. “T” is one or more kinds of transition metal, and includes Fe or Fe and Co as an essential component, “M” is an element having Ga or Ga and one or more of Sn, Bi and Si, 0.4≦x≦0.7, 0.00≦y+z≦0.20, 0.16≦a/b≦0.28, 0.050≦c/b≦0.070, 0.005≦d/b≦0.028, 0.25≦(a-2c)/(b-14c)≦2.00 and 0.025≦d/(b-14c)≦0.500. The magnet has a structure having a main phase, having a compound having a R2T14B type tetragonal structure, and a grain boundary phase, on an arbitrary cross sectional area, an area ratio of R-T-M, T-rich and R-rich phases, with respect to a total grain boundary phase area is 10.0% or more, 60.0% or less and 70.0% or less, respectively, and the coating rate of the grain boundary phase is 70.0% or more.