A label fitting device cylindrically opens and feeds downward an individual label, and thereby fits the individual film body around a fitting target carried to a fitting position. The label fitting device includes a feed unit which feeds downward the label base material while changing the carrying direction thereof, and a label fitting unit which carries downward the label and fits the label to the container. The label is formed by cutting the label base material fed by the feed unit. The label fitting unit is provided so as to be turnable relative to the container to thereby enable adjustment of the fitting angular position of the cylindrical label relative to the circumferential direction of the container.