‘Like scrapbooking, but on a bag’: Why Singapore girls are spending big on ita-bags

SINGAPORE – If you are a frequent commuter in Singapore, you have definitely seen them.

Bags decorated with button badges, plush dolls and more, all displayed proudly behind a clear plastic window.

These eye-catching accessories originate from Japan, and are a way for fans to show off their love for their favourite anime characters, video games or idols.

It is called the ita-bag, with the “ita” prefix referring to the Japanese word for “pain” – a fitting description for the blow these bags can deal to their owner’s bank account. The bag can cost from $10 to more than $100, excluding the merchandise and accessories used to decorate it.

Secondary school student Rachel Lee, 16, spent nine months saving up for her first ita-bag. 

When she was in Secondary 2, a listing on local online marketplace Carousell caught her eye – a $90 ita-bag inspired by Kaedehara Kazuha, her favourite character from the video game Genshin Impact. 

However, it was something she could not immediately afford, so she cut back on her spending in the hope of buying it.

The listing was still available almost a year later, so she messaged the seller to secure it. To her, her sole ita-bag was a worthy purchase. “My creative drive comes from (character Kaedehara Kazuha),” she says. “He’s a big inspiration for me.”

Ita-bags come in a variety of shapes and sizes, from messenger bags to backpacks. But regardless of the model, the distinguishing feature is the clear plastic pocket on it. It allows the owner to show off his or her merchandise collection without having to worry about the items being damaged. 

Goods displayed can range from plush toys to button badges. The merchandise is often accompanied by embellishments in the same palette or theme, with ribbons and lace being popular choices.

Owners can spend hours sourcing for materials, deciding on how to arrange the merchandise and what embellishments to add. 

But for Phoebe Ang, 18, it is a labour of love. 

The polytechnic student, who owns four ita-bags, spent six months perfecting her first one – a pink bag featuring characters Otori Emu and Akiyama Mizuki from the rhythm game Project Sekai: Colorful Stage that cost $106. 

She says: “It’s like scrapbooking, but on a bag.”

Growing local demand

Ita-bags entered Japanese popular culture in the 2010s and have since evolved into a global trend – one that has, in recent years, made its way to Singapore’s shores.

Ms Jing Zhao, country head of online shopping platform Taobao Singapore, says Taobao and other Chinese e-commerce platforms began seeing a surge in listings and orders for products related to ita-bags between 2016 and 2018. Most were initially sold via personal imports or independent small-time designers.

In 2022, Taobao officially launched a dedicated category and a trending search entry for ita-bags, a milestone that marked the platform’s recognition of their commercial value.

Driven by Chinese sellers, the number of ita-bag listings on Taobao for the Singapore market grew steadily from 2022 to 2025.

Ms Zhao says: “We also worked on content for Taobao Singapore’s social media, including ita-bag styling tips for concert outfits that garnered more than 100,000 views.”

Consumers aged 18 to 29 form the core demographic, and the number of buyers has also soared by over 80 per cent year on year, signalling a steady expansion of the user base, she says.

Sales of ita-bag accessories, such as plush toy pouches and badge holders, have also grown in tandem with the trend in Singapore.

Ms Zhao says: “From 2024 to 2025, these products gained steady traction and evolved into a distinct, high-traffic complementary category, forming an integral part of the ita-bag consumption ecosystem. Notably, the popularity of blind box culture has further boosted demand for such accessories and organisers, enhancing the overall consumption experience for ita-bag lovers.”

Bricks-and-mortar lifestyle retailers have also caught on to the rising demand, with Daiso and Oh!some stocking the bags and related accessories.

Local bookstore chain Popular introduced ita-bags and related display accessories in their stores in November 2024. 

A Popular spokesperson attributed the demand to Japanese pop culture and fandom communities, noting that the interest has become more widely embraced by younger consumers and collectors.

The spokesperson also notes that ita-bag sales have doubled compared with the initial launch period, and sales of related display accessories have outperformed that of the bags. 

“This reflects the sustained popularity of collectible figurines and badges, and a growing desire among customers to display and protect their collections. Ita-bags are most commonly purchased by teenagers, who use them as a form of personal expression and fandom identity, blending function with self-representation.”

Polytechnic student Aryaan Yew, 22, says: “Even if I stop liking anime, I’ll still own ita-bags because my favourite characters help me cope with stress and through tough times. Just seeing them makes me very happy.”

She has seven ita-bags that set her back around $400, and plans to buy more. Her most expensive one – a black version showcasing characters Ivan and Till from the visual novel Alien Stage – cost $168. 

When she takes her prized carriers out for anime-related events, she receives compliments from strangers. People have also asked to take photos of her bag. 

“Aunties in their 40s have asked me where I got the bag from,” she says. “Grandmothers have told me their grandchildren like the series shown on my bag.”

Having spent close to 10 years in the anime community, 21-year-old sales assistant Chloe Ho was long-familiar with the trend.

She bought her first ita-bag in 2024, when she began amassing large amounts of merchandise and wanted a convenient platform to display them publicly.

Now, she has three in her collection costing $150, with another one on the way. “I take them everywhere, even to the supermarket.”

Taobao Singapore’s Ms Zhao notes that ita-bags are no longer a fleeting trend, but have become deeply embedded in Singapore’s youth pop culture and daily fashion expression.

She says: “Beyond being a personal style statement, ita-bags have evolved into a form of ‘mobile identity card’ and ‘social currency’ for young Singaporeans, helping them express their individuality and build social connections with like-minded people.

“Fuelled by social media exposure, anime convention participation and KOL (key opinion influencer) recommendations, ita-bags have quickly broken out of niche circles and gained widespread popularity in Singapore and across South-east Asia.

“Looking ahead, as cultural and fashion trends continue to evolve, ita-bags are set to become more functional and scenario-adaptive, which will further expand their cultural influence and commercial potential in Singapore, solidifying their status as a staple of local pop-culture fashion.”