An 'ita bag', which literally translates to 'painful bag' (as in, it's painful for your wallet) is a bag or purse that is covered in pins, badges, plushies or other decorations. A traditional ita bag is dedicated to one specific fictional character (your "oshi"), but in modern ita bag culture, multifandom bags are also accepted.

Most ita bags feature one or more transparent windows with an insert to fasten your pins and badges to. Some also have a separate, larger transparent pocket specifically tailored for stuffed toys.

Ita bags also often include various keychains and trinkets attached to the straps or sides of the bag. As you can imagine, this makes them pretty loud, which is always fun in public.