An ultrasonic diagnostic apparatus according to an embodiment acquires first and second volume data by scanning a three-dimensional region including the lumen of an object in a B mode and a blood flow detection mode with ultrasonic waves, sets a viewpoint and a plurality of lines of sight with reference to the viewpoint in the lumen, determines a line of sight, of the plurality of lines of sight, on which data corresponding to an intraluminal region, tissue data corresponding to the outside of the lumen, and blood flow data outside the lumen are arranged. The apparatus controls at least a parameter value attached to each voxel of the tissue data existing on the determined line of sight. The apparatus generates a virtual endoscopic image based on the viewpoint by using the first volume data including voxels whose parameter values are controlled and the second volume data.
