A wireless power transmitter for transmitting power by wireless to a terminal includes a power conversion unit and a power transmission control unit. The power conversion unit forms a wireless power signal for wireless power transfer using power supplied from a power supply unit. The power transmission control unit regulates a characteristic of the supplied power, based on orientation information of the terminal. A terminal includes a power receiving unit and a control unit. The power receiving unit receives a wireless power signal formed by a wireless power transmitter. The control unit detects whether or not an orientation of the terminal is changed while the wireless power signal is received, and transmits a control message for power regulation to the wireless power transmitter when the change in the orientation of the terminal is detected.