Luminous label and luminous product

The utility model discloses a light-emitting label and a light-emitting product, the light-emitting label comprises a light-transmitting base layer, the front surface of the light-transmitting base layer is provided with an identification layer, the identification layer comprises a light-transmitting area and a light-shading area, the back surface of the light-transmitting base layer is provided with a light-emitting layer, the light-emitting layer is light-emitting ink, and one side of the light-emitting layer, which is deviated from the light-transmitting base layer, is provided with an insulating layer. The light-emitting ink has the advantage of being soft, and the requirement for high softness of the light-emitting label is met. The identification layer is arranged on the front face of the light-transmitting base layer of the light-emitting label, and the identification layer forms a pattern through the light-transmitting area when the light-emitting ink is powered on. When the light-emitting ink is powe