An air freshener generating apparatus of a vehicle air conditioning system includes a body in which an inlet pipe is communicated with an outlet pipe and on a circumferential surface of which ball plungers are mounted at intervals along circumferential lines on which the inlet pipe and the outlet pipe are located respectively, a cartridge rotatably coupled to the body and having at least one partition wall such that at least one air freshener emitter is filled within spaces defined by the partition wall, the cartridge having through-holes facing the ball plungers, and an actuator configured to rotate the cartridge by a predetermined angle. When the cartridge is rotated by the predetermined angle, air is supplied through the through-hole facing the inlet pipe such that one air freshener is discharged through the through-hole facing the outlet pipe, and the ball plungers are configured to block the rest of the through-holes.