Japan is celebrating middle-aged men with collectible cards now, featuring everyday dudes in their prime as the stars of a viral trading card phenomenon. Forget celebrities—these cards put local legends and office heroes in the spotlight, sparking a midlife renaissance and redefining what’s trending in Japan.

Delighting collectors and surprising the nation, Japan now has collectible trading cards featuring ordinary middle-aged men, complete with quirky bios and unique poses. Thanks to this bizarre boom, Japan now has collectible trading cards that turn “average” into iconic.