Disclosed is a tape printer including: a vertical/horizontal conversion section that applies vertical/horizontal conversion processing to a character image to be rotated in at least one of a clockwise direction and a counterclockwise direction; a print section that prints the character image on a tape; a time acquisition section that acquires time displayed by a hand image constituting a hand type clock image serving as the character image; and a basic hand image storage section that stores a main basic hand image of a plurality of the hand images whose angles are different from each other according to time, wherein, when the hand image that displays the time acquired by the time acquisition section is not included in the basic hand image, the vertical/horizontal conversion section applies the vertical/horizontal conversion processing to the basic hand image to generate the hand image that displays the time acquired by the time acquisition section.