The Truth About Japanese Crazes: Dekotora Meh, Dekochari Yeah

Bertel Schmitt
by Bertel Schmitt
Meh:
Yeah:

The Daily Mail just woke up to a Japanese phenomenon: Blinged-out trucks. Some of these trucks have more neon than a pachinko-parlor. Did I say that they have no concept of a “light vehicle” overseas? I take that back. But watch out, there are new kids in town. TTAC investigates …

Actually, gaudy haulers are part of an ancient Japanese tradition. In the 70’s, Japan had its own infatuation with truckers. A series of movies called Torakku Yaro (“Truck Guys”) was made. The hero drove all around Japan in a decorated truck. Soon, Japan was in the grips of “dekotora” mania. ( Tora = Truck. Tora, Tora, Tora = truck, truck, truck.)

For long, these highly decorated trucks actually hauled stuff. These days, dekotora have been co-opted by maniacs who turn trucks into showpieces at dekotora meets, while shippers request that their dead fish is delivered in inconspicuous vehicles.

Of course, this being Japan, there must be something sinister somewhere. The Daily Mail headlined its story: “The Japanese ‘light trucks’ so bright they’re banned from the highway”.

That was quickly picked up by DVICE, which writes “The Japanese hobby of “Dekotora” or decorating trucks with blinding lights and themes has been dealt a blow as authorities have just declared them non-street legal. They cite the colorful, “light trucks” as a hazard to other drivers. DVICE alleges:

“While technically not street legal, the Dekotora “light truck” community still bands together, holding rallies to show off their vehicles and likely engage in a little friendly competition. We won’t ask how they get to their destinations.”

Well, DVICE should have asked. I asked TTAC’s in-house cross-cultural advisor, Frau Schmitto-san, to look into the matter. She reports, after consulting with the authorities at the Japanese Wikipedia:

“They are legal. They need a remodeling license for the conversion. And they can’t keep their neon lights on while traveling on public roadways.”

Keeping the lights on would annoy fellow motorists, which is a big no-no in Japan, where people blush and try to sink into the ground if their cell phone rings in the subway. Driving around with all neons blazing is also technically inadvisable. Says the Daily Mail:

“Each one has so many light bulbs that extra generators have to be fitted under the chassis to power them, and they can only be turned on for about 20 minutes before they overheat.”

So there you have it: Dekotora are alive and well, and news of their persecution have been made up by irresponsible London tabloid journos, and wannabe Gawker-bloggers at Syfy, a Division of NBCUniversal.

Sunday Bonus! TTAC readers are being kept apprised of the latest craze from the land of the rising crazes. We told you about mamachari, to wit:

“It denotes a utility bike with chainguard, fenders, rack, skirt guard, dynamo lights, baskets, and child carriers. It used to be to conveyance of choice of a housewife with two small children and shopping bags.”

It is our editorial duty to report that mamachari are no longer the latest craze in Japan. The latest craze is:

Dekochari!

As in blinged-out mamachari. We kid you not. Want proof?

They even have menacing dekochari-gangs.

And what must be a dekochari-pizza-deli (as in delivery.)

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Mark MacInnis Mark MacInnis on Dec 12, 2011

    Apparently you didn't see the side billboard mural on the second picture in the article, mate.... Actually, these Japanese 'fads'.....as I am sure Bertel and Frau Scmitto-san will concur, are a manifestation of the creativity and individualism which is genuinely suppressed in Japanese culture in most arena...work, school, day-to-day social interaction within the (close) confines of their highly-ritualized, tightly structured society. So, when our Japanese friends DO manage to find a creative outlet, all that repressed energy positively EXPLODES into over-the-top, supra-rational creativity....

  • John R John R on Dec 12, 2011

    Phew! Don't worry, Sodom, your stage is safe. http://bhuntley.files.wordpress.com/2009/11/chun_li_vs_sodom.jpg

  • Honda1 The FJB Inflation Reduction Act will end up causing more inflation down the road, fact! Go ahead and flame me libbies, get back to me in a few years!
  • Cprescott Fisker is another brand that Heir Yutz has killed.
  • Dwford Every country is allowed to have trade restrictions except the US.
  • 1995 SC Are there any mitigation systems that would have prevented this though? We had a ship hit a bridge in Jacksonville a few years back and it was basically dumb luck it didn't collapse. This looked like a direct hit.
  • Cprescott Oh, well.
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