Dekocar at Taste of Japan 2025

Itasha have become one of my favorite things to photograph in recent years. While my interest in the art dates back to 2014—during my first trip to Tokyo—it wasn’t until 2019 that I really began photographing them, thanks to the Dekocar showcase at Nisei Week. That event flipped a switch in me, and I’ve been on the lookout for Itasha events ever since.

So when I saw that Dekocar was doing another display at the Taste of Japan festival in Anaheim this summer, I knew I had to check it out.

Now, I’ve been to a Taste of Japan event before, and to be honest, it’s not the most dynamic festival. It’s fairly typical of a lot of free summer events we get in SoCal—mostly vendor booths and a single main stage, light on immersive experiences. Though to be fair, Nisei Week is also free, yet is a much richer cultural experience overall. So, "free" doesn't always mean lackluster—but in this case, I wasn’t expecting anything groundbreaking either.

This is a fairly typical scene at the event, though it gets much more crowded the further in you go.

When I arrived, though, I was surprised—it was packed. The event took place at the STC Anaheim Gardenwalk, a kind of multi-level outdoor mall, and this year’s crowd definitely filled the space. After wandering around a bit, I made my way down to the parking garage where the Dekocar display was being held. It turned out to be a blessing: not only was it cooler (mid-June heat is no joke), but it also gave the display a kind of underground, exclusive feel that worked surprisingly well.

One thing that really caught me off guard was how much branding Dekocar had this year. Columns were wrapped with Dekocar graphics, there were banners, LED signage—it felt like the brand had leveled up since I last saw them at Anime Impulse in 2020. Their digital footprint might still be niche, but in person, they’ve built a strong identity.

There was a DJ, a few vendor booths, and even a surprise appearance from Pocari Sweat, who apparently now have a U.S. presence and are distributing through Costco (now I need to get a membership again). They were handing out free bottles, which was a huge win considering how hot it was. Naturally, I grabbed a couple.

If I had to call out one issue with the setup, though, it’d be the lighting. The garage was pretty dim—fine for escaping the heat, but not ideal for showcasing the vibrant and intricate art of the Itasha wraps. These striking designs are meant to be seen, and poor lighting completely robs them of their impact. On the upside, the dim environment did make the LED underglow and other lighting effects really pop. A bit of a silver lining, I suppose.

Lighting is all over the place down here.

Photographically speaking, it wasn’t a disaster, even with the lighting. I shot both photo and video and didn’t run into many issues, thanks to the fact that the cars were stationary. The only time I struggled was when I tried to grab a portrait of the Pocari Sweat crew under their dark canopy (see the crew portrait above to see what I mean- my Nikon Z5’s autofocus had a tough time locking in under those conditions).

That said, creating solid images from these would take a lot of work, given the uneven lighting, harsh reflections, and dark shadows. Maybe I’ll try something with them in the future, but for now, here’s a complete set of images with basic edits:

All in all, the event was solid. The display wasn’t as big as the one I saw back at Nisei Week 2019, but it was definitely larger and more refined than the last Taste of Japan showing. Even better, I found out that Dekocar will be back at Nisei Week again this year on August 16—which I’m seriously hyped for. That event is one of my favorite memories of photographing Itasha. I’ll definitely be there, and if you’re into car culture, anime, or just want something unique to photograph, you should go too.

Just note that this is not the same weekend as the Nisei Week Grand Parade, which happens one week earlier on the 10th. If you only have one day to spend in Little Tokyo, the parade weekend offers a deeper cultural experience (plus there are usually a few Itasha in that parade anyway). But if the cars are your main draw, the Dekocar weekend is where it’s at.

If you’ve ever had a memorable encounter with Itasha—or if you know of a cool upcoming event I should check out—drop it in the comments or send me a message. I would love to check it out!

Martin

I am a photographer and digital artist who is passionate about Japanese Pop Culture, Tech, and Immersive Digital Experiences.

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