An electronic chip attitude changing device includes a rotor having, on the outer periphery, cavities that are formed at equal pitch to respectively contain and hold electronic chips with a part thereof projecting out; an air suction path for drawing and holding the electronic chips in the cavities of the rotor; a driving device for rotationally driving the rotor in a predetermined direction; and a chip guide placed at a fixed position close to the outer periphery of the rotor and having a guide face for making sliding contact with the projecting portions of the electronic chips held in the cavities so as to turn the attitudes of the electronic chips by 90°.