三得利把饮料做成“应援物”，30多元一罐被粉丝抢着买

Core Insights - Suntory's TAG LIVE! LABEL service is projected to triple its sales in 2025 compared to 2024, indicating strong market demand and consumer interest in customized beverage labeling [1][2] - The service has successfully transformed ordinary beverages into collectible items by using labels featuring popular figures, which significantly increases their retail price [1][2] Group 1: Service Overview - TAG LIVE was launched in April 2023 and has been adopted by approximately 80 companies, offering customized label stickers for beverages [7] - The service has gained popularity in venues such as sports arenas and theme parks, where it has been well-received by consumers [20] - The pricing strategy for beverages using TAG LIVE labels is notably higher, with some products priced at 800 yen (approximately 36.14 RMB), compared to the typical 100-200 yen for standard drinks [1][2] Group 2: Consumer Engagement - The labels often feature images of celebrities, athletes, or anime characters, making the drinks appealing as "support merchandise" for fans [1][7] - Consumers have engaged in collecting and trading these labeled beverages, treating them similarly to collectible items or blind box products [11][12] - The service has created a unique purchasing experience, where consumers are motivated to buy multiple drinks to obtain their desired labels [17][19] Group 3: Production and Customization - TAG LIVE utilizes a specialized label system that allows for small-scale production, enabling companies to order as few as 120 bottles, which is significantly lower than traditional merchandise production [23] - The flexibility of the label design process allows for a wide variety of themes and characters, catering to niche markets and fan preferences [23][24] - The service has evolved from a previous coffee project aimed at office workers to focus on a younger demographic interested in self-expression and fandom [26][31]