A noncontact IC medium direction detecting apparatus (1), method, and computer readable medium are provided. The apparatus (1) includes: receiving means (10) capable of reading a noncontact IC medium (25) in different directional orientations; and information processing means (13) that controls the receiving means, the information processing means being arranged to perform: a first obtaining process of aiming a directional orientation toward a first direction to obtain a signal level of a signal received from the noncontact IC medium having predetermined identification information; a second obtaining process of aiming another directional orientation toward a second direction to obtain a signal level of a signal received from the noncontact IC medium; a composition process of subjecting the signal levels corresponding to the first and second directions to subtraction operation or division to obtain a composite signal level; and an existence direction operating process of obtaining a direction where the noncontact IC medium of interest exists from an operation using the composite signal level.