This paper presents experimental and numerical investigation on heat generation of a bulk HTS for application to a 100 kWh Superconductor Flywheel Energy Storage System(SFES) bearing. An experimental device is manufactured to reproduce varying magnetic field conditions that a bulk HTS may experience during the operation of the 100 kWh SFES. The bulk HTS is directly cooled by a cryocooler while the heat is generated by the eddy currents created by varying magnetic fields induced by a coil. In order to design the cryocooling system for the 100 kWh SFES project, a preliminary experiment to investigate the actual cooling load variation under AC magnetic field has been carried out. In the experiment, two different copper holders were designed and tested. Several temperature sensors were installed on each component of the assembly and the temperatures were measured for several operating conditions of the 100 kWh SFES. The experimental investigation on the thermal response of the bulk HTS and its holder is considered to be a valuable step fur the successful materialization of a large-scale SFES.