The new hot truck comes from Japan and looks like a toy

CNN —

Measuring about half the length of a Ford F-150, Kei trucks look almost like toys in comparison to your standard pickup truck. But for a car so tiny, you might be surprised at the massive following that they command.

Kei trucks, built to satisfy Japanese light automobile regulations and known as “keitora” (meaning “light truck”) in Japan, are vehicles that have been enjoying a surge in popularity in the automobile market. Sales of Kei trucks tripled in the last five years, with around 7,500 total imported just last year, according to data from Japan Used Motor Vehicle.

Meanwhile, auto experts see the Kei truck craze as a pushback against big trucks by cash-strapped Americans as the average pickup size and average price tag skyrocketed post-pandemic, according to data from Cars.com.

But the cult following of these mini trucks might be better measured by the ubiquity of online spaces that owners and enthusiasts have carved out for themselves.

Instagram page Kei Trucks Appreciation Society (@keitrucksas) sells Kei truck-themed merchandise from hoodies to stickers and posts memes for its more than 95,000 followers. On X, Kei truck fans share pictures of mini trucks they spot in the wild.

There is even a dedicated Reddit forum where over 23,000 members trade tips on truck maintenance and their experiences importing from Japan.

But also common are discussions on the ever-changing legality of Kei trucks by state.

While federal regulation allows the import of mini trucks so long as they are 25 years or older, state laws surrounding on-road use and registration are spotty.

Most states lack Kei-specific regulation entirely, and so far, only 19 states allow Kei trucks on public roads. In New York, where laws are