A contactless power supply system includes a device and a power supply apparatus that supplies power contactlessly to the device. The power supply apparatus includes a plurality of primary coils provided in a planar or linear manner, a plurality of power supply modules respectively corresponding to the plurality of primary coils, each of the power supply modules configured to receive an excitation request signal for requesting excitation of the primary coil and excite the primary coil based on the excitation request signal, and a system control section configured to integratedly control the plurality of power supply modules. The device includes a secondary coil and a transmitter circuit that sends the excitation request signal to the power supply apparatus. When the device is mounted on the power supply apparatus, the contactless power supply system excites primary coils corresponding to one or more power supply modules, generates secondary power in the secondary coil of the device by electromagnetic induction, and supplies the secondary power to a load of the device. When the excitation request signal from the device mounted on the power supply apparatus is received at the one or more power supply modules, the system control section sends an enable signal for exciting the primary coils to the one or more power supply modules that received the excitation request signal.