A strip member application system for feeding a ribbon-like rubber strip (4) through a clearance between application rollers forming a pair (11), and applying the rubber strip (4) onto a rotational member (2). A guide roller (7) to be wound by the rubber strip (4) is provided on the upstream side of the application roller pair (11), and defines a substantially U-shaped detour path extending downwards. A first and a second auxiliary rollers (6, 8) are arranged on the downstream side and the upstream side of the guide roller (7), respectively. The application roller pair (11) can be swung integrally with the guide roller (7) and the second auxiliary roller (8), within a horizontal plane and about a pivot that is spaced from the guide roller (7) toward the first auxiliary roller (6).