A driving assist system for vehicle comprises a state recognition device that detects vehicle conditions of a subject vehicle and a traveling environment for vehicle surroundings; a risk potential calculator that calculates a risk potential for vehicle surroundings based on detection results of the state recognition device; a risk change estimator that estimates change in risk felt by a driver; a correction device that corrects a calculation equation for calculating the risk potential at the risk potential calculator based on estimation results of the risk change estimator; and an operation reaction force controller that controls operation reaction force generated at a vehicle operation equipment based on the risk potential calculated using the calculation equation corrected by the correction device.