Synthesis and properties of novel excited-state intramolecular proton transfer (ESIPT) materials, recently developed in our group, are described. Highly efficient ESIPT reaction, achieved in polyquinolines, polybenzoxazoles, and oxadiazole and imidazole derivatives possessing an intramolecular tautomerizable hydrogen bond, has been investigated theoretically and experimentally. It is demonstrated that unique properties arising from the ESIPT process (large Stokes' shift, no self-absorption, and easy population inversion, etc.) make it possible to produce advanced polymer devices for lasing, optical storage, and electroluminescence.