Disclosed is a vehicle display system (1) for displaying an image of surroundings of a vehicle. The vehicle display system (1) includes: a display (18a) configured to display an image thereon; a camera (4, 6, 8, 10) mounted on the vehicle and configured to image surroundings of the vehicle; and a display control unit (20) configured to subject an image captured by the camera to mask processing, using a mask image (MR, MF) including a semi-transparent portion (M3, M4, M14, M16) corresponding to a vehicle body, and a portion (M8, M18, M19) corresponding to a window of the vehicle and having a transmittance lower than that of the portion corresponding to the vehicle body, to generate a masked image (D), and cause the masked image to be displayed on the display.