A label application device applying a label supplied from a label supplying unit comprising: supplied from the label supplying unit; and a label holding unit attracting and holding a label a folding and applying unit folding and protruding a portion of a label held by the label holding unit from the back side of the label towards the surface side in a mountain-shape forming a folded portion having a first side face and a second side face with an apex portion as a border therebetween, and applying each outer end portion provided next to each base end portion of the first side face and the second side face of the folded portion via a bent portion to an article; wherein the label holding unit is configured with a pair of divided body (21A, 21 B) which attracts and holds the label; and the folding and applying unit comprising: the folding unit, wherein the divided bodies (21A, 21B) are relatively approaching to and separating from the other, and when approaching the other, a portion of the label is folded by pressing such that the bent portions of the label at each end surface opposing each of the divided body (21A, 21B) forming the folded portion; and a movement control unit controlling the movement of the divided bodies (21A, 21B) of the folding unit, wherein the movement control unit defines the position of the divided bodies (21A, 21B) when attracting and holding the label supplied from the label supplying unit, at a separation position where each divided body (21A, 21B) are separated from the other enabling attracting and holding the outer end portions of the label by the each divided body (21A, 21B), and from the separation position to a folded portion forming position where the divided bodies (21A, 21 B) approach the other forming the folded portion, the label application device further comprising an air blowing pipe, blowing the air from the back side of the label towards the each divided body (21A, 21B), assisting the each divided body (21A, 21B) attracting and holding the label when the each divided body (21A, 21B) attracting and holding the label supplied from the label supplying unit, characterized in that the air blowing pipe is provided with air blowing nozzles only on the right and the left sides such that an air blowing range is directing towards the outer end portions of the label. the folding unit, wherein the divided bodies (21A, 21B) are relatively approaching to and separating from the other, and when approaching the other, a portion of the label is folded by pressing such that the bent portions of the label at each end surface opposing each of the divided body (21A, 21B) forming the folded portion; and a movement control unit controlling the movement of the divided bodies (21A, 21B) of the folding unit, wherein the movement control unit defines the position of the divided bodies (21A, 21B) when attracting and holding the label supplied from the label supplying unit, at a separation position where each divided body (21A, 21B) are separated from the other enabling attracting and holding the outer end portions of the label by the each divided body (21A, 21B), and from the separation position to a folded portion forming position where the divided bodies (21A, 21 B) approach the other forming the folded portion, the label application device further comprising an air blowing pipe, blowing the air from the back side of the label towards the each divided body (21A, 21B), assisting the each divided body (21A, 21B) attracting and holding the label when the each divided body (21A, 21B) attracting and holding the label supplied from the label supplying unit, characterized in that the air blowing pipe is provided with air blowing nozzles only on the right and the left sides such that an air blowing range is directing towards the outer end portions of the label.