"Do we need a Japanese trademark to open a TikTok Shop in Japan?" "Can our listings be removed without one?" "We already have a trademark at home — isn't that enough?"
In this article, Japanese Patent Attorney Toru Kano of BrandAgent (Kyoto) explains why a Japanese trademark matters for overseas sellers on TikTok Shop Japan, and how to get one.
Short answer
Whether a trademark is required at onboarding depends on TikTok Shop's current rules and your product category, and those rules keep changing. But for brand qualification, defending against infringement complaints and preventing someone else from registering your brand first, a Japanese trademark is essential. If you are serious about the Japanese market, file early.
What is TikTok Shop Japan?
TikTok Shop Japan lets users buy products directly from short videos and live streams. Unlike Amazon, it is driven by content, it reaches many young Japanese consumers, and its seller rules are still evolving.
Is a Japanese trademark required?
Always check TikTok Shop's latest official seller policy. In general, TikTok Shop asks sellers of branded products to provide brand qualification documents — such as a trademark registration certificate or a brand authorization letter — and the requirements vary by market and category.
| Platform | Main uses of a Japanese trademark |
|---|---|
| Amazon Japan | Brand Registry, protection against hijacked listings, A+ content |
| TikTok Shop Japan | Brand qualification, defending infringement complaints, buyer trust |
Key point: even where it is not mandatory at onboarding, a seller without a Japanese trademark is in a weak position if a competitor who owns one files a complaint.
Can a pending application be used?
Whether TikTok Shop accepts a pending application for brand qualification should be confirmed with TikTok Shop; a registration number is usually expected. For Amazon Brand Registry, a pending Japanese application can often be used.
If you sell on both platforms, file early: use the application number for Amazon, then use the registration number for TikTok once the mark is registered.
Why register early?
- First-to-file: Japan gives priority to whoever files first.
- Avoid hijacking: once your brand gains attention in Japan, others may register it first and force you to rebrand.
- Stronger position in complaints: registered owners can defend themselves and act against copycats.
- Platforms are tightening IP checks: if you wait until a rule requires it, it may be too late.
A Japanese trademark normally takes about 9–12 months from filing to registration. If you qualify for accelerated examination (for example, because you already use the mark), examination can be completed in about 2–3 months.
How to register a Japanese trademark
- Contact BrandAgent by e-mail or WeChat with your brand name and products
- We search the Japanese database for identical or similar earlier marks (free when you instruct us to file)
- Confirm the classes and the quote
- Provide the applicant's name and address (as on your business license) and, for a logo, the image
- We file with the JPO and send you the application number
- After examination, pay the registration fee and the mark is registered
Costs
| Item | Amount |
|---|---|
| JPO filing fee | JPY 3,400 + JPY 8,600 × classes (JPY 12,000 for 1 class) |
| JPO registration fee (10 years) | JPY 32,900 × classes |
| JPO registration fee (5 years) | JPY 17,200 × classes |
| BrandAgent attorney fees | JPY 25,000 per class at filing and JPY 25,000 per class at registration (excluding Japanese consumption tax, where applicable) |
For example, a clothing seller filing in Class 25 only pays JPY 12,000 (filing) + JPY 32,900 (10-year registration) in official fees. Payment by PayPal (JPY) or international bank transfer is accepted.
Do you need a Japanese address or company?
No. Overseas individuals and companies can apply in their own name using their home-country address. A Japanese return address or warehouse has nothing to do with the application. However, an applicant with no domicile in Japan must file through a Japanese patent attorney — everything can be done online.
FAQ
Q. Can our home-country trademark be used for TikTok Shop Japan?
A. Trademark rights are territorial, so a foreign registration does not protect you in Japan. If Japan is a key market, file a Japanese trademark. Check TikTok Shop's current rules for the exact documents required.
Q. Can one Japanese trademark cover both Amazon and TikTok?
A. Yes, as long as it covers the right goods. One registration protects your brand on both platforms.
Q. Do we need to use the mark in Japan?
A. A Japanese registration lasts 10 years and can be renewed. If it is not used in Japan for 3 consecutive years, a third party can request non-use cancellation. Sales records on TikTok or Amazon Japan usually serve as evidence of use.
Q. What if the application is refused?
A. You can respond to the Office Action with arguments or amendments. BrandAgent handles the response for you.
Related articles
- Amazon Brand Registry in Japan: Getting the Japanese Trademark You Need
- Accused of Trademark Infringement in Japan? What Overseas Sellers Should Check and Do
- OEM Manufacturing and Japanese Trademarks: Who Should Own Your Brand in Japan?
- Accelerated Trademark Examination in Japan: Requirements, Evidence, Pros and Cons
Planning to protect your brand in Japan?
Tell us your mark and your products — we will reply with the classes you need and a fixed quote, free of charge.
BrandAgent Patent Office (Kyoto, Japan)
Toru Kano, Japanese Patent Attorney