An ultrasound diagnosis apparatus according to an embodiment includes a parameter setting unit, a Fly Thru image generating unit, and a controlling unit. The parameter setting unit sets a value of an image quality adjusting parameter used for generating a PVR image obtained by projecting the inside of a lumen from a predetermined viewpoint, on the basis of information about the lumen rendered in an MPR image generated by using volume data. The Fly Thru image generating unit generates the PVR image by using the value of the image quality adjusting parameter that was set. The controlling unit then causes a monitor to display the PVR image.
