In a country where everything seems supersized, Japanese mini trucks have gained a following that continues to grow.

Kei trucks may look like toys compared with standard pickup trucks in the U.S. market, but they have become preferred vehicles among buyers seeking practicality.

The trucks’ popularity took off in the United States about 10 years ago, according to Scott Bower, founder and CEO of Japan Car Direct, an exporter based in Chiba Prefecture that deals in used Japanese vehicles.

U.S. customers include surfers, dairy farmers and hunters who value the pickup’s fuel economy, maneuverability in tight spaces and relatively large loading capacity.

Kei trucks are up to 3.4 meters long and 1.48 meters wide containing engines with displacement of 660cc. They were built to meet Japan’s light automobile regulations.

All Kei trucks exported to the United States are at least a quarter century old. That way, they can avoid the stringent Federal Motor Vehicle Safety Standards applied to vehicles under 25 years old.

But the age does not mean Kei trucks are of questionable quality.

Bower said Japanese light pickups are considered valuable overseas despite their age because in Japan, motorists generally take good care of their vehicles.

And roads in Japan are well maintained, reducing wear and tear on the vehicles.

Japan also requires fairly strict automobile inspections, and the speed limit is set lower than in other countries.

A used mini truck with high functionality sells for between 400,000 yen ($2,720) and 700,000 yen, according to Bower.

His company’s sales from January to June surged by about 15 percent year-on-year. A weaker yen over the past year has helped his business earnings.

Kei trucks have also found large numbers of fans in Britain.

Today, one of four vehicles exported by Japan Car Direct is a Kei truck.

Mathew Matusiak, Japan Car Direct’s president, predicted that many Kei trucks aged 25 or older to be exported in the coming years will have standard air bag and other improved features, raising their functionality.

He said light trucks have more potential demand in the U.S. and EU markets. If the value of the yen remains low, the market would expand, he added.

According to an official with the Japanese arm of eBay, one of the world’s largest online bidding platforms, the number of Kei truck parts auctioned for export has risen sharply since 2022.

The volume of transactions during the first six months this year jumped by about 10 times the number from the same period in 2022.

Close to 80 percent of the bidders live in the United States. The figure exceeds 95 percent if those in Canada, Australia and Britain are included, the official said.

Best-selling parts include protectors for load-carrying trays, tires and door trims. Genuine products from manufacturers of small trucks are preferred.

“The recent boom of parts related to mini trucks is a total surprise,” the eBay official said. “Media and social news coverage of light trucks pertaining to their unique appearance, practicality and durability triggered the boom.

“If mini trucks get more recognition in the United States, their popularity will only grow.”

Sergey Kashchuk and Ruslana Kashchuk are a husband-wife team who have been selling used Japanese vehicles in Tampa, Florida, since moving to the United States from Russia and Ukraine.

“Our business has experienced steady growth year after year” since its launch in 2019, Sergey Kashchuk said in an online interview with The Asahi Shimbun.

He said many of their customers are small-business owners, including pool service providers, tree trimmers and construction companies. They find the light-weight trucks “practical” because they can be driven on a yard and lawn without causing damage, he said.

Sergey added that farmers use the vehicles for work on large farms, as well as to haul purchases at stores.

Some business owners transform Kei trucks into vehicles that sell ice cream, coffee and flowers, or renovate them into retail pop-up shops.

He said light trucks are preferred as a “cost-effective solution” by many people.

“Fuel-efficiency has become increasingly important in recent years due to rising gas prices,” Sergey said, noting that light truck models are not sold in the U.S. market.

“New cars sold in the market are huge, and the trucks are big,” he said.

Ruslana said online communities of Kei truck enthusiasts have popped up over the years and are expanding. They share information about organizing car shows and other related events.

“We hope that this growing market can continue to thrive in the United States, offering Americans the opportunity to enjoy these small, cute, fun and practical vehicles as an alternative to larger trucks,” she said.

(This article was written by Hiroshi Nakano and Kyota Tanaka.)