An ultrasound diagnosis apparatus for generation of image data based on harmonic wave components of ultrasound reception signals. The ultrasound diagnosis apparatus includes a transmission/reception control unit configured to set a plurality of ultrasound transmission/reception directions to an object, an ultrasound probe, a transmission/reception unit, a harmonic wave component extracting unit configured to extract harmonic wave components in the reception signals, a reception signals processing unit, a subtraction unit configured to perform a subtraction between different ultrasound data sets, and an image data generating unit configured to generate the image data based on the subtracted ultrasound data acquired along each of the transmission/reception directions.