In Japan, the passion for anime and mangas goes beyond collectibles and invades the streets. It is in this scenario that the concept of Itasha (痛車) arises, cars customized with stickers and paintings of characters from anime, mangas, games, or idols. This practice combines otaku culture with automotive customization, creating true works of art on wheels.
The term "Itasha" carries a curious meaning: originally, in the 1980s, it referred to imported Italian cars (itariasha). However, in the 1990s, the word became slang that plays with the kanji 痛 (ita), which means "pain." For some, this customization is "painful" to the eyes, while for others, it is a passion that is worth every penny.
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How did the Itasha culture come about?
The Itasha culture began to gain strength in Japan in the 1990s, when the first decorated cars started appearing on the streets. The practice was influenced by other Japanese automotive trends, such as bosozoku (biker gangs) and the dekotora trucks, famous for their extravagant decorations. Initially, Itasha were simply stickered cars, but the practice evolved to include complex designs, customized accessories, and even entirely themed interiors.
The turning point came in 2005, with the striking presence of Itasha at the Comiket (Comic Market), the largest dōjinshi (independent manga) event in Japan. Two years later, the Auto Salon held a convention dedicated exclusively to Itasha cars, consolidating the hobby as part of Japanese pop culture.
How much does an Itasha wrap cost?
Transforming a regular car into an Itasha can be a significant investment. Costs vary depending on the type of customization and the complexity of the design, but here are some approximate values:
- Partial adhesive application: Between 50,000 and 150,000 yen (around 300 to 1000 USD), depending on the area to be covered and the quality of the material.
- Full wrapping (complete wrap): It may cost from 200,000 to 500,000 yen (1300 USD to 3300 USD). Detailed or custom designs by renowned artists can be even more expensive.
- Custom painting: This method is less common due to the high cost, exceeding the 500,000 yen.
In addition to stickers and paint, many enthusiasts invest in accessories, such as custom wheels, LED lights, and even engine modifications, which can significantly increase costs.
In addition to the wrapping, the cars used in Itasha are usually expensive and sophisticated models such as GR Corolla, Nissan 370z, Toyota 86, Subaru BRZ, Mazda MX, Honda Civic, Nissan Silvia, and other compact sports cars.
Of course, minivans, kei cars, and even truck trucks are included. Others end up creating Itasha from motorcycles and bicycles. Anything with wheels can become an Itasha depending on how much you want to spend.
How to do Itasha abroad?
Although Itasha is more popular in Japan, the practice is growing in other countries. Here are some tips for creating your own Itasha abroad:
- Plan the design:
- Choose your favorite characters or themes and decide how they will be arranged in the car. Software like Photoshop can help with visual planning.
- Find sticker suppliers:
- Look for local companies that offer vehicle wrapping services. Many accept custom designs sent by clients.
- Make sure to use high-quality materials, such as UV-resistant vinyl, so the stickers do not fade over time.
- Consider the local laws:
- Check the traffic regulations and automotive customization in your region. In some countries, certain types of wrapping may be prohibited or require authorization.
- Add unique touches:
- In addition to the external stickers, you can customize the interior of the car with cushions, mats, and themed accessories to complete the experience.
Where to find Itasha in Japan?
If you're a fan of Itasha culture, Japan offers iconic places where you can admire these decorated cars:
Itasha in Akihabara
AkihabaraIn Tokyo, it is the epicenter of otaku culture and one of the best places to see Itasha. During the weekends, it is common to find cars parked on the nearby streets, showcasing their elaborate designs. In addition, events and gatherings of enthusiasts are regularly held in the area.
Other popular locations:
- Nipponbashi (Osaka): Known as the "Akihabara of Osaka," it is another meeting point for Itasha fans.
- Osu (Nagoya): The region is famous for its pop culture shops and also attracts enthusiasts of decorated cars.
- Itasha Events: Large events like the Auto Salon and regional exhibitions provide the chance to see dozens of Itasha gathered in one place.
The influence of Itasha on global culture
Itasha has become a symbol of otaku pride, inspiring events and conventions around the world. The practice has also expanded to other means of transportation, such as motorcycles (Itansha) and bicycles (Itachari), as well as influencing even bolder projects, like themed airplanes.
In Brazil, the Itasha culture is still emerging, but the presence of customized vehicles at anime events demonstrates the growth potential of this trend. Whether due to a passion for iconic characters or the pursuit of artistic expression, Itasha continues to unite fans around the world.
The world of Itasha reflects the creativity and love of anime and manga fans. Decorating a car with favorite characters goes beyond simple customization; it's a way to express identity and passion. If you've ever had the chance to see an Itasha up close, you know the visual and emotional impact these machines can have. And who knows? Maybe you'll be inspired to create your own.