In this paper, unstable metric entropy, unstable topological entropy and unstable pressure for partially hyperbolic endomorphisms are introduced and investigated. A version of Shannon-McMillan-Breiman Theorem is established, and a variational principle is formulated, which gives a relationship between unstable metric entropy and unstable pressure (unstable topological entropy). As an application of the variational principle, some results on the $u$-equilibrium states are given.