A strobe pop-up device for moving a strobe assembly to pop-up, bounce, and closed positions includes: a strobe assembly having a strobe, and a strobe connecting link, a bottom end of which is rotatably supported by a main body of the camera to move the strobe assembly to the pop-up, bounce, or closed position; an elastic element that is located at a point where the strobe connecting link is connected to the main body of the camera, and biases the strobe assembly toward a direction the strobe assembly stands upright; and a bounce-position maintaining element which fixes the strobe assembly to be in an inclined position at a predetermined angle between the closed position and the pop-up position. The point where the main body of the camera is connected to the strobe connecting link is disposed closer to a subject to be photographed than the strobe when in the closed position.