"Capture Your Favorite Moment, Instantly Materialized" Suntory Beverage & Food Launches Japan's First※1 Acrylic Card Vending Machine Service 'TAG-LIVE! CARD'

Suntory Beverage & Food Co., Ltd. will launch new service expansions for 'TAG-LIVE!' starting Wednesday, June 17. 'TAG-LIVE!' is a service that began in 2023, centered around 'TAG-LIVE! LABEL,' which offers original label cans, and has been providing fans with ways to instantly materialize their 'oshi-katsu' (fan activities) experiences.

As an evolution, the company will launch 'TAG-LIVE! CARD,' a new service that enables fans to instantly turn the most passionate moments of their fan experience into acrylic cards—Japan's first※1 of its kind.

Alongside this, 'TAG-LIVE! LABEL,' which has seen strong performance since launch, will add a new feature: pressing a button on the vending machine plays a 'favorite voice' (oshi-voice) message. Additionally, the company will launch 'TAG-LIVE! MART,' a new official merchandise sales service utilizing its nationwide vending machine network, further expanding the possibilities of oshi-katsu experiences.

※1 Based on internal research by the company as of May 2026, referring to vending machine-type services that on-demand print and deliver user-selected digital content onto transparent acrylic cards instantly.

Background of the 'TAG-LIVE!' Service Expansion

In recent years, oshi-katsu has evolved beyond a niche hobby into a widespread consumer behavior. The market size is projected to grow from approximately ¥2.5 trillion in 2022 to ¥3.3 trillion by 2025, with the number of participants reaching around 38 million※2. Additionally, demand for real-life experiences such as live concerts and events continues to rise.

However, merchandise sales are still dominated by mass production and inventory-based business models, making it difficult to timely meet surging demand during specific events or birthdays.

Recognizing this market environment, Suntory has developed the 'TAG-LIVE!' service with the concept of 'delivering the moment's experience as immediate value.'

※2 Source: Data compiled by the company based on Gem Partners Inc.'s 'Oshi-katsu Entertainment Scope'

Overview of the New Service 'TAG-LIVE! CARD'

'TAG-LIVE! CARD' is a service that instantly generates and delivers digital content as high-resolution acrylic cards on-site.

Its key feature is the ability to deliver products in real time, synchronized with peak emotional moments such as live concerts or sports events.

For example, immediately after a live performance, the concert footage can be digitized and uploaded, enabling instant delivery as acrylic cards anywhere the 'TAG-LIVE! CARD' equipment is installed.

In addition to the collectible value of preserving high-definition visuals, fans can enjoy carrying, displaying, or customizing the cards in their own unique ways.

Starting Saturday, July 11, the company will launch a collaboration project with MyGO!!!!!, the five-member girl band that gained significant popularity through the 2023 anime 'BanG Dream! It's MyGO!!!!!'. This will be Japan's first service to deliver original acrylic cards featuring the key visual from 'MyGO!!!!! 9th LIVE 'Tsunagime no Mukou ni'' to fans nationwide via vending machines.

Overview of 'TAG-LIVE! LABEL' 'Oshi-Voice Vending Machine'

'TAG-LIVE! LABEL' is a fan engagement service that delivers original label cans to fans across Japan via vending machines, timed to coincide with peak excitement around content events and campaigns.

Since its launch in 2023, the service has collaborated with over 200 content properties annually and has gained strong support from fans.

By introducing vending machines that play favorite voices or music when a button is pressed, the service enhances the purchase experience, creating a more 'live' and emotionally engaging interaction with the idol or character.

Starting Wednesday, June 17, the service will officially launch a collaboration with 'StoPli,' a popular 2.5D idol group with a total of 50.5 million social media followers. For the first time in the service's history, vending machines that play music during product selection will be deployed at approximately 100 commercial facilities nationwide. By combining original label cans celebrating StoPli's 10th anniversary with the 'oshi-voice' feature, the company aims to deepen fan engagement.

Overview of the New Service 'TAG-LIVE! MART'

'TAG-LIVE! MART' is a service that delivers official merchandise from content creators to fans nationwide using the company's extensive vending machine network.

Previously, pop-up stores for content properties were limited to specific regions, but this service enables nationwide distribution of official goods via vending machines.

Moreover, it is a unique service that allows simultaneous nationwide rollout with significantly reduced operational staffing and inventory management burdens compared to traditional retail.

Starting Monday, June 30, the company will launch a collaboration with 'Gakuen Idolmaster,' the latest installment in the 'The Idolmaster' series, launched in 2024. The campaign will feature a variety of goods such as original acrylic stands and can badges with exclusive illustrations, distributed through vending machines at commercial facilities, directly reaching fans—referred to as 'producers'—across Japan.

Participation in '19th CONTENT TOKYO / 19th LICENSING JAPAN'

To showcase these new services, the company will participate in the '19th CONTENT TOKYO / 19th LICENSING JAPAN' exhibition.

〈Details〉

Date: Wednesday, June 17 to Friday, June 19, 2026, 10:00–17:00

Venue: West Exhibition Hall, Tokyo Big Sight (3-11-1 Ariake, Koto-ku, Tokyo)

Booth: Licensing Japan No. 9-52

URL: https://www.content-tokyo.jp/hub/ja-jp.html

▼ 'TAG-LIVE!' Official Website: https://tag-live-label.jp/

▼ 'TAG-LIVE!' Official X (Twitter): https://x.com/TAGLIVELABEL

'TAG-LIVE!' is a one-of-a-kind service that delivers the excitement of content events and campaigns directly to fans nationwide through vending machines. Moving forward, the 'TAG-LIVE!' service will continue to enrich various fan moments and experiences.