At first glance, it’s a spectacle of vibrant colors and dazzlingly bright lights on extravagantly decorated trucks. Dekotora, short for “deko torakku” (i.e. decorated truck) is written off by mainstream Japanese society due to its association with “bad boys”. But beneath the flashy surface lies a world shrouded in mystery and poetry. Dekotora first caught on in the late 1960s as a form of mobile advertising: a truck carrying fish from Hokkaido, for example, would sport a traditional painting showing its cargo and where it was from. Today, due to regulations prohibiting this form of decoration because of the disrepute of the Dekotora scene, these trucks are used only by a few small businesses, such as fish and flower delivery services. Although to all appearances a relatively exclusive community, its members frequently host public events where they proudly show off their creations on wheels. Often, these gatherings are fundraisers for charitable causes, such as aiding victims of the 2011 earthquake, many of whom are still suffering from its consequences. In a conversation with Japanese pop culture expert Kyoichi Tsuzuki, I gained a deeper understanding of Dekotora’s cultural significance. Beyond its flashy exterior, Dekotora reflects a traditional Japanese aesthetic: like Japan’s ornate hearses, tombs, temples and the sacred mikoshi palanquins used in Shinto festivals, it mirrors a penchant for elaborate decoration that is deeply ingrained in Japan’s suburban and rural communities. It’s a cultural echo of the past, of childhood memories that are rekindled by the sight of these garish juggernauts on the nation’s highways and in iconic movies.
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Aug 26, 2026
No, this is not a book but an experience. Like Harry Gruyaert on steroids on the road with the bad boys of Japan. True Life, True ...
No, this is not a book but an experience. Like Harry Gruyaert on steroids on the road with the bad boys of Japan. True Life, True Speed, True Community. Julie Glassberg @djoolee brings us „Dekotora", the decorated trucks of Japan and their very close family of drivers and associates. Japan's hard hitting' "On the road" story. Julie doesn't only flash you in saturated colours like few color photo books ever did but she really lets you in: into a a fringe part of society where not many have access to. The world of truckers and their wonderful wicked wheels of pride It's not your normal distanced sociological study but Julie is really accepted in these circles and incredibly close to the acting people. Her photos feel in unity with the events, completely unforced and fully reflecting this relatively closed and small society. What a book! What an adventure!