Itasha, literally "painmobile", is a Japanese term for an otaku fad of individuals decorating the bodies of their cars with characters of anime, manga, or video games (especially bishōjo game or eroge). These characters are predominately "cute" female. The decorations usually involve paint schemes and stickers. Automobiles are called Itasha, while similar motorcycles and bicycles are called itansha and itachari, respectively.

The cars are seen prominently in places such as Akihibara (Tokyo), Nipponbashi (Osaka), or Ōsu (Nagoya). Itasha also appears in customizable video games, such as Forza Motorsport 2.1 Itasha have also participated in various real motorsport events.