An assist grip attachment structure in which an assist grip is attached to a vehicle body-side attachment portion, the assist grip is supported with prescribed rigidity by the vehicle body-side attachment portion when a tensile load in a direction in which the assist grip is pulled toward an inside of a vehicle cabin is applied to the assist grip, and an impact of a pressing load is absorbed through deformation of the vehicle body-side attachment portion when the pressing load is applied to the assist grip from the inside of the vehicle cabin.