A vehicle approach notifying device for notifying the approach of a vehicle by causing a loudspeaker to output a warning sound includes: a storage that stores a predetermined threshold of sound pressure; and a controller that: (i) causes a loudspeaker disposed outside a cabin of the vehicle to output the warning sound at a first sound pressure determined in accordance with a speed of the vehicle when a sound pressure of the warning sound acquired by a microphone disposed outside the vehicle is less than or equal to the predetermined threshold; and (ii) causes the loudspeaker to output the warning sound at a sound pressure lower than the first sound pressure when the sound pressure of the warning sound acquired by the microphone exceeds the predetermined threshold.