Die design to minimize the die wear in the cold forging process is very important as it reduce the production cost and the increase of the production rate. The quantitative estimation fur the die wear is too hard because the die wear is caused by many process variables. So, in this paper, the optimal shape of the backward extrusion punch is newly designed through the FE-analysis considering the surface expansion and Archard wear model in order to reduce the rapid wear rate that is generated for the backward extruded products exceeding the forming limit. The main shape variables of the backward extrusion punch are the flat diameter, angle, and round of the punch nose part. As the flat diameter and angle of the punch nose are larger, the surface expansion is reduced and the wear rate is decreased according to the reduction of the punch round. These results obtained through this study can be applied to the real manufacturing process.