Dekochari Pedal Craze Sweeps Tokyo
In Dekochari, nearly everything is used to decorate a bicycle, from flags to horns, lights (check out the lights at night) and wheels. Most prominently, however, plywood boxes are constructed to surround the bicycle.
Implications - Customization has become immensely popular amongst consumers because it allows them to have mainstream items that carry qualities designed specifically for that user. Crazes such as Dekochari have managed to feed the consumer's desire to be unique while still managing to fit into a particular behavioral tribe.