A sewing direction control apparatus for sewing machine, comprising: a base plate (10), a circular ring-shaped transmission element (20) dispose on the base plate (10) and a driving element (50) with a driving unit (52). During sewing, the driving unit (52) drives the transmission element (20), rotating a sewing product (A) placed at the center of the transmission element (20) with the driving element (52), thereby controlling the sewing direction of the sewing product (A), and thus improving the sewing accuracy. The direction control apparatus has low cost, and is suitable for various types of automatic sewing machines.