In this study, a fuzzy theory is introduced to control the cross-sectional strip shape in cold rolling. A fuzzy controller is developed based on the production data and the operational knowledge. The cold rolled products are characterized into several types based on their irregularities. For each type of irregular strip shape, fuzzy controller calculates the changes of bender forces of work and intermediate rolls using fuzzy control algorithm. To simulate the continuous shape control, fuzzy controller is linked with emulator which is developed using neural network. The developed fuzzy controller and emulator simulate the cold rolling process until the irregularities converge to the tolerable range to produce unifrom cross-sectional strip shape. The results from this simulation are reasonable for various irregular strip shapes.