A rotary actuator includes a roller having a center shaft protruding along a center axis, a bearing for supporting the center shaft of the roller to allow the roller to rotate about the center axis, a ring magnet fixed to the center shaft of the roller, an elastic member having a ring shape provided between the center shaft of the roller and the bearing, and a fixed magnet facing the ring magnet. The ring magnet is alternately magnetized to an S-pole and an N-pole with predetermined angular intervals. This rotary actuator has a simple structure and operates with a preferable operation feeling.