From 'Itabag' to 'Itasha': China's 'ACG' Culture Has Grown Up

At the recently concluded 39th China Firefly Animation & Game Carnival, the exhibition area featuring 'itasha'—cars decorated with anime or game characters—drew huge attention. Once confined to screens and paper, 'ACG' (anime, comics, and games) culture is now taking to the roads, entering real life through automobiles.

This year's convention specifically set up the 'EXSHOW Speed Dimension Trendy Culture Party', focusing on the display of itasha, modified cars, and related community cultures. On site, a sedan adorned with designs from the popular game 'Honkai: Star Rail' became a key check-in spot for visitors.

The car owner, MingC, is a dedicated player who converted his car to itasha a year and a half ago and drives it as his daily commuter. He said that after hiring a professional studio for a full-car wrap, he simply registered the new car color with the vehicle management office and received a new permit the same day: 'The process seems complicated, but it's actually simpler than you'd imagine.'

In the exhibition zone, car owners and visitors exchanged modification tips, cosplayers took photos with the itasha, and some owners set up small corners for free IP merchandise swaps, creating a lively and interactive atmosphere. By the afternoon of the first day, the self-serve swap box was nearly empty on the taking side but filled to overflowing with donated items.

In recent years, ACG culture has evolved from a niche subculture into a major consumption engine. According to Huaon Industrial Research Institute data, as the 526 million Generation Z users become the main purchasing force, China's broader ACG and peripheral market is projected to reach 652.1 billion yuan by 2025, a year-on-year increase of 9.1%. Young consumers are increasingly willing to openly express their love for ACG culture, a demand now reflected not only in the 'itabag' seen on public transport, but also in the vibrant world of itasha.

On the other side of the venue, Mr. Zhu from Zhongshan is the manager of an itasha modification company. He founded his studio in 2020 and now receives about 20 orders per month. He notes that the cost of itasha has dropped year by year: 'These days, a full-car design and wrap usually costs around six to seven thousand yuan; four or five years ago, it could easily exceed ten thousand.'

The rise of itasha from niche hobby to mainstream reflects the overall growth of China's car modification market. According to China Research Puhua Industrial Research Institute, the size of the car modification market surpassed 160 billion yuan in 2025, with a year-on-year growth of 23.5% in the first quarter of 2026.

At the same time, policy support is emerging. This June, China’s Ministry of Commerce and eight other departments jointly issued a notice—the first national-level regulation to systematically standardize and support the car modification industry. The new policy employs a tiered management system: interior upgrades and car body decals are now 'exempt from filing', while full-car wraps only require simple online registration.

Mr. Zhu believes this is a two-way rush of supply and demand: 'Those who were into ACG back then have now grown up and can afford cars. In recent years, national support and improving modification policies have led to rapid growth in the number of people customizing itasha.'

For young people, itasha represent not just a one-off customization, but an ongoing way to express personal interests and find kindred spirits. For the automotive aftermarket, these itasha on the streets show that ACG IP is expanding from lightweight consumption like badges and figurines into higher-ticket, new consumer fields.