To automate setting of coupling rods when using a rotor core retaining jig and thereby to improve the production efficiency of a magnet embedded core, a setting device includes: a support base (42) on which the rotor core retaining jig (10) is to be placed; an opposing base (46) joined to the support base 42 to oppose the support base (42); a pressurizing device (48) provided on the opposing base (46) and configured to pressurize an upper plate (14) of the rotor core retaining jig (10) on the support base (42) toward a lower plate (12); chuck devices (126) provided on the support base (42) to releasably grip the coupling rods (30) and capable of moving between a separated position where the coupling rods (30) are separated from engagement grooves (32, 34) and an engaged position where the coupling rods (30) engage the engagement grooves (32, 34); and a fluid pressure cylinder device (120) provided on the support base (42) to drive each chuck device (126) between the separated position and the engaged position.