If you’ve ever seen someone in Japan carrying a bag covered in dozens of matching anime badges, acrylic charms, ribbons, and character colors, you’ve probably seen an itabag.

Itabags have become one of the most recognizable parts of Japanese oshi-katsu culture.

Some are covered with dozens of identical can badges. Others look like carefully designed miniature exhibitions, combining acrylic stands, photo cards, ribbons, flowers, and tiny accessories.

And despite how impressive some of them look, you don’t need a huge collection—or a huge budget—to make one.

If you have an oshi, a few favorite pieces of merchandise, and a little creativity, you can make an itabag of your own.

What Is an Itabag?

痛バッグ (itabag) literally means “painful bag.”

Here, “itai” is often used jokingly—not because the bag physically hurts, but because the display may look intensely devoted, extravagant, or a little over-the-top.

The “pain” can jokingly refer to several things: the cost of buying so much merchandise, the emotional intensity of loving your oshi, or simply how striking the finished bag looks.

An itabag is usually a tote, backpack, shoulder bag, or other bag with a transparent display window where fans arrange merchandise related to their favorite character, idol, series, or pairing.

Common decorations include:

• Can badges
• Acrylic keychains
• Photo cards
• Bromides
• Character straps
• Small plushies
• Ribbons
• Artificial flowers
• Rosettes
• Stickers
• Character colors

Some fans dedicate the entire bag to one character.

Others create a theme around a particular outfit, event, color, season, or pairing.

There is no single correct way to make an itabag.

Step 1: Choose Your Oshi and Theme

Before buying anything, decide what you want the bag to represent.

The simplest option is:

One bag = one oshi.

But you can also build your bag around:

• A favorite pairing
• A specific anime or game
• One character outfit
• A birthday theme
• A concert or event
• A seasonal design
• A particular piece of artwork
• Your oshi’s image color

For example, if your favorite character is associated with blue, you might choose a blue bag, blue ribbons, and silver decorations.

Or you could ignore the character’s official image color completely and choose whatever looks good to you.

It’s your bag.

Step 2: Choose the Right Itabag

Today, many bags are designed specifically for itabag use.

The most useful feature is a clear outer window with a removable insert inside.

Instead of attaching dozens of badges directly to your actual bag, you can arrange everything on the insert first and then slide the finished display into the transparent pocket.

This makes the design easier to change and helps protect the bag itself.

Common itabag styles include:

• Tote bags
• Shoulder bags
• Backpacks
• Handbags
• Mini bags
• Pochette-style bags

For your first itabag, a medium-sized bag with a flat rectangular display area is usually the easiest to work with.

Very large bags look impressive, but they require significantly more merchandise to fill.

Step 3: Decide What Merchandise to Display

The classic choice is the can badge.

Japanese anime merchandise commonly includes round character badges, and their flat shape makes them easy to arrange in repeating patterns.

But you absolutely do not need to use only badges.

You can mix:

• Can badges
• Acrylic keychains
• Character cards
• Small acrylic stands
• Plush accessories
• Printed illustrations
• Ribbons and charms

Using several types of merchandise often makes a smaller collection look fuller.

For beginners, this can also be much cheaper than trying to buy 20 or 30 identical badges.

How Many Badges Do You Need?

There is no fixed number.

It depends on:

• The size of your bag
• The size of the display window
• The diameter of your badges
• How much space you leave between them
• Whether you mix badges with other decorations

Many Japanese character badges are around 50–60 mm in diameter, but sizes vary considerably.

Before buying multiples, measure the display area of your bag and test the layout with paper circles of the same size.

This simple step can save you from discovering that you bought too many—or too few.

Step 4: Plan the Layout Before Attaching Anything

This is where the fun starts.

Lay your insert flat on a table and arrange all of your merchandise before attaching anything.

Some popular layouts include:

Grid Layout

Badges are arranged in neat horizontal and vertical rows.

This creates the classic “wall of oshi” look.

Diamond Layout

Badges are slightly offset to create a diagonal or diamond-shaped pattern.

This can make the design feel less rigid.

Symmetrical Layout

A large centerpiece—such as an acrylic stand or photo—is placed in the middle, with badges arranged symmetrically around it.

Mixed Layout

Badges, cards, acrylic charms, ribbons, and decorations are combined more freely.

This style works especially well if you only own a few pieces of each type.

Take a photo of your arrangement before attaching anything.

If something moves later, you’ll have a reference.

Step 5: Attach Your Badges to an Insert

One of the most practical tricks in itabag making is not attaching everything directly to the bag.

Instead, use a removable insert.

Depending on the bag, fans may use:

• The insert supplied with the bag
• Fabric
• Felt
• Mesh
• Plastic sheets
• A custom display board

Attach the badges to this surface first.

This makes it easier to:

• Rearrange the design
• Change your oshi
• Make seasonal versions
• Protect the actual bag
• Remove the display for storage

If you collect expensive or rare merchandise, this extra layer is especially useful.

Step 6: Protect Your Merchandise

An itabag is designed to display merchandise, but that doesn’t mean your collection should be exposed to unnecessary damage.

Can badges can scratch, rust, or become dirty.

Acrylic items can also scratch surprisingly easily.

Many Japanese fans use badge covers or protective sleeves before placing merchandise inside a bag.

You may also want to consider:

• Can badge covers
• Card sleeves
• Acrylic keychain protectors
• Waterproof inner sleeves
• Protective backing sheets

If an item is particularly rare or irreplaceable, consider displaying a duplicate—or even a printed copy—while keeping the original safely stored at home.

There is no rule saying every item in an itabag must be your most valuable merchandise.

Step 7: Add Ribbons, Rosettes, and Decorations

Once your main merchandise is arranged, you can start decorating.

Popular additions include:

• Satin ribbons
• Lace
• Artificial flowers
• Pearls
• Chains
• Character-color bows
• Star or heart decorations
• Rosettes

A rosette is especially popular around a favorite can badge.

It frames the badge with ribbon, lace, or decorative fabric and makes one piece stand out as the centerpiece.

You can buy ready-made rosettes or make your own.

If your bag already contains many colorful pieces, however, you don’t have to keep adding decorations.

Sometimes a simple design looks better.

Step 8: Use Your Oshi’s Image Color

Japanese fandom often associates characters, idols, or group members with an image color.

That color can be used throughout the itabag design.

For example:

• Blue bag + blue ribbons
• Pink flowers + pink badge covers
• Purple charms + purple lining
• Green bow + green character card accents

This is an easy way to make merchandise from different collections look more coordinated.

Even if the artwork styles are completely different, a shared color palette can make the whole bag feel intentional.

Can You Make an Itabag for a Pairing?

Absolutely.

Some fans create bags dedicated to a favorite pairing or coupling rather than one individual character.

You might:

• Alternate badges of Character A and Character B
• Divide the bag into two colors
• Put one character on each side
• Place both characters together in the center
• Display doujinshi-related artwork or pairing-themed items

Finding the right combination of goods can take more searching than making a single-character bag, especially if official pairing merchandise is limited.

But that search can also be part of the fun.

Do All the Badges Have to Be the Same?

Not at all.

You may see Japanese fans carrying bags covered in 20 or 30 copies of exactly the same badge.

This style is visually striking, but it is only one approach.

You can create an itabag using:

• One of each badge
• Different artwork of the same character
• Several characters from one series
• Mixed merchandise
• Handmade decorations
• Only a few favorite items

A small collection arranged thoughtfully can look just as good as a bag containing dozens of identical pieces.

How Much Does an Itabag Cost?

That depends entirely on how you build it.

The bag itself can be relatively affordable.

The expensive part is usually the merchandise.

Costs can increase quickly if you:

• Buy many copies of the same badge
• Collect event-exclusive merchandise
• Search for discontinued goods
• Buy rare secondhand items
• Purchase blind-box goods until you get your oshi

You do not need to start big.

A good beginner approach is:

Buy the bag first → use the merchandise you already own → see what spaces remain → gradually add pieces.

Your itabag can grow together with your collection.

Where Do Japanese Fans Find Itabag Supplies?

In Japan, itabag supplies can be found in many places.

Fans often look in:

• Anime merchandise stores
• Hobby shops
• Craft stores
• Variety stores
• 100-yen shops
• Online marketplaces
• Secondhand anime stores

You can find everything from simple badge covers to dedicated itabag inserts, rosettes, ribbons, chains, display accessories, and miniature decorations.

One of the fun parts of oshi-katsu in Japan is that there are products designed for extremely specific fan needs.

What About Rare or Sold-Out Badges?

This is where building an itabag can turn into a treasure hunt.

A particular badge design may have originally been sold through:

• A collaboration café
• A pop-up shop
• A lottery
• A concert
• An exhibition
• A limited preorder
• An anime event

Months or years later, it may only appear on Japan’s secondhand market.

The challenge for overseas fans is that the item name may be completely in Japanese—or the listing may use abbreviations you wouldn’t know to search.

Sometimes knowing the character name, series, event, and approximate artwork is enough to start looking.

Itabag Etiquette in Japan

Carrying an itabag is generally just another form of fan expression, especially around anime districts, concerts, events, and conventions.

Still, a little common sense helps.

Large decorations, charms, or chains should be secured so they don’t hit other people in crowded spaces.

At extremely crowded events or on public transportation, keep bulky bags close to your body.

And remember that some merchandise may be emotionally or financially valuable.

An itabag attracts attention—which is part of the fun—but it also means your collection is visible in public.

Your Itabag Doesn’t Have to Be Perfect

It’s easy to look at elaborate Japanese itabags online and think:

“I could never make something like that.”

But most collections were not built in one day.

Fans find new merchandise over time.

They redesign layouts.

They replace old pieces.

They discover new favorite artwork.

Sometimes they even change oshis completely.

Your first itabag does not need 30 identical badges or a perfectly symmetrical design.

It only needs to represent something you love.

And that is really what oshi-katsu is about.

Want to Build an Itabag but Can’t Find the Right Goods?

Maybe you know exactly which character you want—but not where to find the merchandise.

Or maybe you simply want:

“A bunch of cute goods for my oshi.”

That’s enough to start.

TOMODACHI can help search Japanese stores, events, and secondhand markets for badges, acrylic goods, cards, plushies, and other items related to your favorite.

You don’t need to know the Japanese product name.

You don’t need to find the shop yourself.

Just tell us your oshi.

→ Start Your Request