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Crowd simulation holds crucial applications in various domains, such as urban planning, architectural design, and traffic arrangement. In recent years, physics-informed machine learning methods have achieved state-of-the-art performance in crowd simulation but fail to model the heterogeneity and multi-modality of human movement comprehensively. In this paper, we propose a social physics-informed diffusion model named SPDiff to mitigate the above gap. SPDiff takes both the interactive and historical information of crowds in the current timeframe to reverse the diffusion process, thereby generating the distribution of pedestrian movement in the subsequent timeframe. Inspired by the well-known social physics model, i.e., Social Force, regarding crowd dynamics, we design a crowd interaction encoder to guide the denoising process and further enhance this module with the equivariant properties of crowd interactions. To mitigate error accumulation in long-term simulations, we propose a multi-frame rollout training algorithm for diffusion modeling. Experiments conducted on two real-world datasets demonstrate the superior performance of SPDiff in terms of both macroscopic and microscopic evaluation metrics. Code and appendix are available at https://github.com/tsinghua-fib-lab/SPDiff.