A passbook printing apparatus prints a color face image and private information of the owner of a passbook in the passbook with a built-in IC chip including a passbook number recorded previously. In this time, the passbook printing apparatus first reads the passbook number from the IC chip built in the passbook, creates private information including the read passbook number, face image of the owner and printing information, and prints the printing information reflecting the passbook number read from the IC chip on a printing page of the passbook.