There is provided a magnetic substance holding device that controls permanent magnet energy with which it is possible to obtain a strong holding force with a simple structure.The magnetic substance holding device that controls permanent magnet energy of the present invention includes an N pole piece formed of a magnetic substance, wherein the N pole piece has a holding face to which a target formed of a magnetic substance is attached and a base attachment face at a side different from the holding face; an S pole piece formed of a magnetic substance, wherein the S pole piece has a holding face to which the target is attached and a base attachment face at a side different from the holding face; a permanent magnet that is disposed such that the N pole thereof comes in contact with the N pole piece and the S-pole thereof comes in contact with the S pole piece; a coil that is wound around at least one of the N pole piece and the S pole piece; a base that is movable between a first position at which the base does not come in contact with both of the base attachment face of the N pole piece and the base attachment face of the S pole piece and a second position at which the base comes in contact with both of the base attachment face of the N pole piece and the base attachment face of the S pole piece; and a control device that controls a current applied to the coil, in which the target is held or released by applying a current to the coil through the control device such that at least one of the N pole piece and the S pole piece is magnetized.