The illustrations from "Irasutoya," a free material site beloved in Japan for many years, are rapidly disappearing from street displays, advertisements, and YouTube thumbnails——. This change brought about by the proliferation of generative AI is sparking major debate on X (formerly Twitter).
The catalyst was a single post on February 25th. A former Self-Defense Force medical officer (@AiPinfu2003) tweeted:
"You might not have noticed, but Irasutoya illustrations are definitely disappearing from the streets. They've decreased as much as cicadas have."This post spread rapidly, gathering over 22,000 likes, 2,000 reposts, and hundreds of quotes and replies, becoming one of the most notable AI-related topics in the past 48 hours.
According to the poster, those familiar cute and gentle illustrations commonly seen on posters, flyers, and signboards around town are visibly declining. Instead, images created with generative AI tools like Stable Diffusion and Midjourney are beginning to flood in.
Various voices emerged in replies and quotes from users:
"Indeed, I haven't seen Irasutoya recently. It feels like it's being replaced by AI" (@CheshierCatear)
"I like Irasutoya so this is sad... I understand that AI images can be quickly generated and are easier" (@ymgluck)
"When I see Irasutoya illustrations on the street, I feel warm, but AI images just make me feel unpleasant" (@amam0li)
"The fact that the Irasutoya era is ending is a bit sad, but it's realistic" (@ddeulgichan)
On the other hand, there were also many opinions viewing technological progress positively:
"With AI tools, anyone can create original commercial illustrations in seconds at virtually zero cost. Irasutoya's commercial restrictions (20 items free per work, consultation/payment required for more) are troublesome" (summarized from multiple replies)
"Regular people will use AI. I feel like Irasutoya is shifting to collaboration products and such" (@denwanko429)
Irasutoya, a free illustration material site operated by Takato Egashira, gained explosive popularity from around 2017, widely used by companies, local governments, and individual creators especially for its uniquely Japanese "yuru-kawaii" (cute and relaxed) sense of security. However, with the explosive evolution of generative AI, the overwhelming advantages of "convenience," "zero cost," and "unlimited use" have become apparent, accelerating the replacement.
This phenomenon is not merely a substitution of materials but has evoked a sense of cultural loss and concerns about creators' livelihoods. Many users expressed emotions in Japanese saying "too lonely," "bland," "nostalgic," spreading from Japanese-speaking regions to English and Chinese-speaking areas. The conflict between the convenience of AI technological innovation and the warmth of human touch and survival of traditional creative industries has been highlighted once again.
One user predicted:
"In about 30 years, they'll be mass-producing Irasutoya goods calling it 'Reiwa retro.'"On the other hand, some suggested:
"Once AI rights issues are clarified, we might return to Irasutoya."
Will the "era" of Irasutoya truly end, or will it survive in a new form? As the wave of generative AI changes even the details of daily life, this turning point faced by a small cultural icon from Japan will likely continue to attract attention.
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