It is an object of the present invention to provide a vehicle approach notification sound generating apparatus that is capable of generating a vehicle approach notification sound in a suitable range according to a vehicle speed. The vehicle approach notification sound generating apparatus of the present invention is characterized by including a vehicle speed calculating unit that calculates a vehicle speed, a vehicle external speaker that outputs a vehicle approach notification sound for notifying of approach of the vehicle, and a general controller that controls a directivity angle width representing a breadth of directivity of the vehicle approach notification sound or a directivity direction of the vehicle approach notification sound, wherein the general controller controls the directivity angle width or the directivity direction according to the speed calculated by the vehicle speed calculating unit.