An ultrasonic diagnosis system that generates virtual endoscopic image data on a lumen of an organ of an object based on volume data acquired by three-dimensional scanning of the object, includes: a unit that sets a three-dimensional region of interest for the volume data a unit that sets a center line of the lumen of the organ in the volume data based on the acquired volume data a unit that detects a reference point at which a reference plane of the three-dimensional region of interest and the center line intersect with each other a unit that sets a viewpoint and a view direction based on the reference point a virtual endoscopic image data generating unit that processes the volume data based on the viewpoint and the view direction to generate the virtual endoscopic image data and a display unit that displays the generated virtual endoscopic image data.
