Solar-reflective thermal insulating coating (SRC) has received great attention because of its desired heat reflective properties and water repellency, which may impart high-value to cellulosic paper via industrially well-established surface coating process. However, the feasibility and possibility of surface application of SRC to cellulosic paper have not been explored. Herein, in the present work, SRC was designed/developed and subsequently used in the surface application to cellulosic paper. Effect of feeding level of titanium dioxide nanoparticles (nano-TiO2) on rheological behavior of the coating, as well as heat-reflective properties, water repellency and mechanical properties of the surface-coated paper was studied. Results showed that the as-obtained coating samples exhibited a notable shear-thinning behavior and displayed strong dependence of rheological behavior on nano-TiO2 amount. Furthermore, the increased nano-TiO2 amount appeared to induce the improved hemispherical emittance of coated paper. The coating weight was also found to exert a positive effect on the hemispherical emittance of coated paper. In addition, it was confirmed that the nano-TiO2 addition played an important role in improving the water repellency and mechanical properties of coated paper.