We carried out near-infrared (IR) observations to examine star formation toward the bright-rimmed cloud SFO 12, of which the main exciting star is O7V star in W5-W. We found a small young stellar object (YSO) cluster of six members embedded in the head of SFO 12 facing its exciting star, aligned along the UV radiation incident direction from the exciting star. We carried out high-resolution near-IR observations with the Subaru adaptive optics (AO) system and revealed that three of the cluster members appear to have circumstellar envelopes, one of which shows an arm-like structure in its envelope. Our near-IR and L'-band photometry and Spitzer IRAC data suggest that formation of two members at the tip side occurred in advance of other members toward the central part, under our adopted assumptions. Our near-IR data and previous studies imply that more YSOs are distributed in the region just outside the cloud head on the side of the main exciting star, but there is little sign of star formation toward the opposite side. We infer that star formation has been sequentially occurring from the exciting star side to the central part. We examined archival data of far-infrared and CO (J = 3 - 2) which reveals that, unlike in the optical image, SFO 12 has a head-tail structure that is along the UV incident direction. This suggests that SFO 12 is affected by strong UV from the main exciting star. We discuss the formation of this head-tail structure and star formation there by comparing with a radiation-driven implosion (RDI) model.