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.

One Ossan Card even features “Silent Ossan,” a man who never speaks but still scores big on charisma—a testament to the viral charm fueling this unexpected collectible trend. As trading card mania spreads worldwide, Japan’s ordinary men are suddenly internet-famous icons.