The invention provides an anisotropism sintering rare earth permanent magnetic material radial orientation device and an orientation method thereof. The orientation device comprises an upper mold sleeve, a lower mold sleeve, a female mold, an upper punch, a lower punch, an upper core bar, a lower core bar, a pair of direct current coils, a direct current power source, a pair of pulse coils and a pulse power source, wherein the female mold is placed between the upper mold sleeve and the lower mold sleeve, the upper punch is placed inside the upper mold sleeve, the lower punch is placed inside the lower mold sleeve, the upper core bar is placed inside the upper punch, the lower core bar is placed inside the lower punch, the pair of current direct coils are placed outside the upper mold sleeve and the lower mold sleeve, the direct current power source is connected with the pair of direct current coils, and the pulse power source is connected with the pair of pulse coils. The pair of pulse coils are respectively placed on the upper portion and on the lower portion of the female mold, magnetic field parameters produced by the direct current power source and the pair of direct current coils are 5000-600000NI, magnetic field parameters produced by the pulse power source and the pair of pulse coils are 5000-20000000NI, and the continuous pulse magnetizing frequency of a pulsed magnet field is 1-10 times per second. The orientation device and the orientation method thereof have the advantages that orientation is simultaneously conducted through direct current magnetic field and the pulse magnetic field, magnetic performance is improved, residual magnetism on the surface of a magnetic blank after orientation forming is lower than 2 gausses, and mold releasing is easy.