What Is a Trademark? A Beginner's Guide to Japan IP
Learn what a trademark is under Japanese law, the different types of marks you can register, and why trademark protection matters for your business in Japan.
What is a Trademark
A trademark is a sign that distinguishes the goods or services of one business from those of another. In Japan, trademarks are governed by the Trademark Act (商標法) and administered by the Japan Patent Office (JPO). By registering a trademark, you obtain the exclusive right to use that mark for your designated goods or services throughout Japan.
Types of Trademarks
Japan recognizes several types of trademarks: word marks (brand names), figurative marks (logos), combined marks (text plus graphics), three-dimensional marks, sound marks, color marks, and position marks. Since 2015, non-traditional marks such as sounds, colors, and holograms have also been registrable at the JPO.
Trademark vs Patent
A trademark protects brand identity — names, logos, and slogans — while a patent protects technical inventions. Trademark rights can last indefinitely as long as you renew every 10 years, whereas patent rights expire after a maximum of 20 years from filing. Both follow a first-to-file system in Japan, meaning the first applicant generally prevails.
Benefits of Registration
Registering a trademark in Japan gives you nationwide exclusive rights, the legal basis to stop infringers and counterfeiters, and a foundation for brand licensing and franchising. It is also required for programs like Amazon Brand Registry in Japan and helps build long-term brand equity.
Risks of Not Registering
Without registration, another party could file first and force you to rebrand. You would have limited legal recourse against copycats and counterfeit goods. As your business grows in Japan, the cost and disruption of rebranding becomes far greater than the cost of early trademark registration.
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.