Actually it's about 痛車 (Ita-sha) which literally means "painful car". To give you a better picture, a typical Ita-sha looks like this:
Back to reality, most of the Ita-sha you see on the streets are Japanese sport cars. Needless to say, there are lots of them roaming the streets in Akihabara.
Originally the term Ita-sha means Italian cars decades ago. But since Ita also means painful in Japanese and this alternative style of customization is "painfully expensive" or "painfully embarrassing", Ita-sha is widely recognized as it is now.
Well I think most of the owners are pretty proud of their vehicles instead of feeling embarrassed...
This Sunday the 1st 萌え博 "Moe-haku" will be held in Makuhari Messe (closet station: JR Keiyo Line - Kaihin Makuhari), where more than 300 Ita-sha will be on display. There the "Most Painful Car in the World" will be decided. Grab your tickets at a discount here.
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