Itasha

Itasha (痛車, "painful car") describes Japanese vehicles decorated with anime, manga, or video game characters and graphics. The decoration typically covers significant portions of the body in vinyl wraps, custom paint, or applied decals featuring favorite characters. The term combines "itai" (painful, both literally and as slang for "embarrassing" or "cringeworthy") with "sha" (vehicle).

The style emerged in Japan in the late 1980s and grew significantly with broader anime and manga popularity in the 2000s and 2010s. Modern itasha builds often feature professional-quality vinyl wraps with detailed character artwork, custom paint applications, themed wheels, and sometimes coordinated interior modifications. The build quality varies from amateur to professional level, with some itasha builds reaching impressive detail.

Itasha culture has expanded beyond Japan to global anime and gaming communities. Annual events in Japan (like the Itasha Tengoku festival) draw hundreds of decorated vehicles. International gatherings include itasha components at anime conventions, gaming events, and car shows. The aesthetic is distinct from other car modification movements; itasha emphasizes character display rather than performance or mechanical modification.