To provide a side-burning heating furnace having a regenerative alternating combustion equipment formed that NOx is prevented from increase and temperature distribution in the direction of a furnace width is approximately uniform.

A plurality of regenerative alternating combustion equipment Bra and Brb for alternately effecting combustion and exhaustion by a pair of thermal storage type direct fire burners Bra1, Bra2, Brb1, and Brb2 are disposed on a furnace wall 2 situated opposite to the thermal storage type direct fire burners Bra and Brb. A side burning heating furnace has the thermal storage alternating combustion equipment provided with a refractory wall 5, situated approximately in parallel to a furnace wall and having its tip surface positioned approximately in the center of the thermal storage direct fire burner, which is disposed beyond a combustion flame forming position in front of the interior of a furnace of the thermal storage direct fire burner.