A transfer-printing process and apparatus for transfer-printing from a master card onto a work piece. The process starts by manual insertion of the master card into a gap provided between press rollers. By the insertion of the master card, the work piece is fed into a work piece path and the surface thereof is wetted during its movement along the path. The work piece thus fed and the master card sustained between the gap are registered with each other as desired and pressed for transfer-printing by the rotation of the press rollers. The work piece and the master card are then delivered to the insertion inlet of the master card.