Trademark Registration for Startups in Japan
Why startups operating in Japan should register their trademarks early, how to manage costs, and the most common mistakes founders make.
Why Startups Need Trademarks
Japan's trademark system is first-to-file, meaning whoever files first owns the mark — regardless of who used it first. For startups building a brand in Japan, early filing prevents competitors or trademark squatters from registering your name. Investors and partners also view trademark registration as a sign of a professionally managed company.
When to File
File as soon as you have settled on your brand name and confirmed your business direction. Do not wait until launch — the 6–12 month examination period means you should file well in advance. If you are pre-revenue, you can still file based on intent to use. Filing before your public launch also prevents others from seeing your brand and filing first.
Budget Strategy
Start with your core class — the one that covers your primary product or service. You can add additional classes later as your business grows and budget allows. Self-filing keeps costs minimal at around ¥28,400 per class. If budget permits, consider hiring a patent attorney at least for the initial search to ensure your chosen name is available.
Common Startup Mistakes
The biggest mistake is waiting too long to file — by the time your brand gains traction, someone else may have already filed. Other common errors include choosing a name that is too descriptive to be registered, filing in the wrong classes, not searching for existing similar marks, and forgetting to budget for renewal fees after the initial 10-year term.
Related Guides
Check your trademark availability
Use our free AI-powered search to find similar trademarks registered in Japan across all 45 Nice classes.
Search Trademarks (Free)This tool provides preliminary trademark search results and general information only. It does not constitute legal advice. The accuracy of search results cannot be guaranteed. For trademark registration, please consult a licensed patent attorney (弁理士/benrishi). Shohyo Navi is a trademark information service operated by Mycat Inc.