A pop-up flash assembly including a main body comprising an opening; a moving unit linearly movable between a first position and a second position, wherein the moving unit is received in the opening at the first position and protrudes from the opening at the second position; a flash installed on the moving unit and generates light; a first link that has an end that is rotatably coupled to the main body; a second link that has an end that is rotatably coupled to another end of the first link, and another end of the second link being rotatably coupled to the moving unit; and a driver for rotating the first link.