This Chocolate Isn't Painful. It's Sweet and Dorky.Brian Ashcraft2/14/12 7:55amFiled to: ItachocoOtakuJapanKotakueast32EditPromoteShare to KinjaToggle Conversation toolsGo to permalinkYou know "itasha", right? It means "painmobile" and refers to cars covered in nerdy stickers. These days, everything that has been covered with nerdy imagery—from Shinto plaques to bicycles—seems to get the "ita" label in Japan. Heck, there are even "itachoco" this Valentine's Day. I guess a literal translation would be "painful chocolate".