Itasha – is it a fad? Given how long this curious Japanese automotive subculture has been going on, I have to conclude that itasha is not a fad but a certified style. Or, in fact, a scene all to itself.

A few weeks ago, I headed to Odaiba to check out the 2024 edition of Itasha Tengoku (Itasha Heaven). This annual event sees well over 500 vehicles, their owners, and anime fans, all come together to celebrate itasha.

Until around 20 years ago when this style emerged, itasha was a simple way of referring to an Italian car. ‘Ita’ from Italy combined with the kanji for car, ‘sha’.  

But the itasha we now know combines ‘itai’, which means pain/painful/ouch, again combined with ‘sha’. Together, it simply means a car that is painful to look at.

Whether or not you think that is an accurate description will depend on what you make of itasha. After all these years, it still baffles me.

At its core, itasha brings two interests together: cars and Japanese anime and game characters. And it spans all the way to race cars.

The Goodsmile GT300 Super GT team has been running an itasha livery for as long as I can remember.

When Speedhunters first started reporting on the itasha scene, it seemed like only late-teen and early-20-something-year-olds in Japan were involved in it.

That is no longer the case. Today, all age groups are represented.

Like all other aspects of Japanese car culture, even though itasha is replicated abroad, there is something special about these cars in Japan.

Take away the stickers and you often have perfectly built high-end cars – both JDM and imported.

Right down to proper legends.

I even spotted a DeLorean DMC-12 at this year’s event. It lacked sticker coverage, though.

You can never underestimate what you might find at an event like Itasha Tengoku. This Y32 Nissan Gloria on Work Emitz wheels ticked all the boxes for me.

And this newer-body Nissan Gloria looks like it’s built for drifting.

Perhaps a wide-body Mitsubishi Lancer Evolution with RAYS Volk Racing 21C wheels is more your style? As you can see, a simple itasha rear window sticker qualifies you as part of this scene.

Bikes can enter as well.

Yakuza style?

It’s crazy that I still come across these Speedhunters tire stencils.

More and more classic cars are entering the itasha scene, but I did not expect to see a stickered-up Prince Skyline.

Or Toyota Century-style hubcaps on a Daihatsu Mira.

Even if itasha isn’t your thing, learning what it’s all about and how people approach it is fun.

Did you know you can buy itasha Bride bucket seats? This was news to me!

ASL Garaya electric cars are few and far between. Even rarer is one with itasha style.

If this event taught me one thing, it’s that you should never be afraid to venture out of your automotive comfort zone.

Try, because you might be surprised at what you find.

Dino Dalle Carbonare
Instagram: dino_dalle_carbonare
dino@speedhunters.com