A non-oxidizing heating method and apparatus in which a non-oxidizing gas of high temperature is continuously generated and supplied into a furnace by changing over a plurality of heat storage type heaters alternately while repeating an operation in which one heater stores heat and the other heater heats and blows the non-oxidizing gas. Since it is possible to heat by producing a completely non-oxidizing atmosphere within the furnace, the method and apparatus can be effectively utilized in furnaces which require heating in a non-oxidizing atmosphere, for example, various furnaces such as a ladle, tundish, etc. used in a field of steel manufacturing and continuous casting, and various furnaces used in a field of heating and heat treatment of metallic materials, and thus, it is effective to achieve reduction of operational cost, improvement of product quality, and improvement of product yield.