By Julian Waters

When obsessed manga and anime lovers blend with auto enthusiasts, itasha is the result.  Itasha (痛車), which literally translates to “pain-mobile,” is the term coined when Japanese auto enthusiasts cover their cars with images, most often characters from anime, manga and video games. Why the name “pain-mobile?” Itasha fans know this kind of car does not attract girls, but they can not resist the temptation anyway — painful! The trend began a few years ago and is showing no sign of slowing down. The cars are sometimes painted, but most often are covered with high-resolution vinyl decals.  A high-quality weatherproof vinyl decal that’s 500 sq. millimeters typically costs  $1,200-1,500 in Japan. Obayashi Factory of Tokyo, which customizes autos, told us that the trend is steadily growing and has expanded to motorcycles and bicycles.  The industry has grown to the point where “mooks” (magazine/books) are being printed showcasing extensively customized vehicles. Some car owners will actually hire professional artists to recreate their favorite character.  It seems the itasha fanatics have endless imaginations when it comes to tricking out their rides.

Photos by Obayashi Factory