A cholesteric liquid crystal display device in which a first step for applying a high voltage pulse to initialize a pixel and a second step for applying a low voltage pulse to increase a coexistence ratio of a focal conic state to the planar state in the initialized pixel are performed and a gradation value is determined by a cumulative time during which the low voltage pulse is applied, the device includes: a voltage generation circuit; and a driver circuit, wherein: the voltage generation circuit includes: a step-up part that generates a step-up voltage from a power source voltage; a voltage switching part; and a voltage stabilization part that generates the predetermined voltage in accordance with the voltage control signal from the step-up voltage, wherein the voltage stabilization part suppresses variations in output voltage; and the step-up part switches step-up ratios between the first step and the second step.