Provided is a menu execution method and apparatus in a portable terminal. The menu execution method includes displaying, on a touch screen, an item list which comprises a plurality of divided regions in each of which a corresponding item is formed, recognizing a user gesture at one of a first position and a second position, the second position being different from the first position, and executing a menu corresponding to the recognized position, in which a first menu for providing a first service related to the item formed in the divided region is preset in the first position of the divided region on the touch screen, and a second menu for providing a second service related to the item formed in the divided region is preset in the second position of the divided region on the touch screen, the first and second services being different.