What Is Trademark Registration in Japan? How It Works, Benefits, Costs and Process for Foreign Applicants

"We sell in Japan already — do we really need a Japanese trademark?" "What exactly does registration give us?"

In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains what trademark registration in Japan is, what it lets you do, what can be registered, how the process works and what it costs — written for companies and individuals outside Japan who want to protect their brand in the Japanese market.

What is trademark registration?

Trademark registration is the procedure of registering a word, logo or other sign with the Japan Patent Office (JPO) in order to obtain a trademark right.

A trademark's basic role is to act as a "signpost" that lets consumers tell whose goods or services they are buying. Registration gives that signpost legal backing: it makes it easier for you to use the mark exclusively for the goods and services you designate.

Trademark rights are territorial. A registration in China, Korea, the EU or the US has no effect in Japan. To be protected in Japan, the mark must be registered in Japan — either by filing directly with the JPO or by designating Japan in a Madrid international registration.

What does registration let you do?

Once your mark is registered in Japan, you can:

• Use the mark exclusively for your designated goods and services in Japan
• Take action against others who use the same or a similar mark on the same or similar goods/services
• Use your registration for brand protection programs on Amazon Japan, Rakuten and other platforms, and for infringement reports
• Show distributors, retailers and licensees in Japan that you own the brand
• License or assign the mark as a business asset

In short, registration is the foundation for building a brand in Japan.

Why registration matters for overseas brands

1. Someone else may register your mark first

Japan follows a first-to-file system. Even if you have been selling under the brand for years, a third party who files first — a reseller, a former distributor or a pure squatter — can generally obtain the registration. Recovering the mark afterwards is costly and uncertain.

2. It is hard to stop look-alike names without a registration

Some protection may be available for well-known unregistered marks, but in practice a registered right makes it far easier to send warnings, file platform complaints and stop copycats.

3. Your investment in the brand is protected

Packaging, Japanese-language websites, advertising and marketplace listings all build value in the name. If you lose the right to use the name, that investment is wasted.

What can be registered?

Typical examples include:

• Company names and trade names
• Brand names, product names and service names
• Logos
• Store names and app names

In practice, most applications are either for a word mark (the name in standard characters) or a logo mark. A brand name in Latin letters, Chinese characters or Korean script can all be registered in Japan.

What cannot be registered

Similarity to earlier marks is the most common issue. A mark that was registered without problems in your home country may still conflict with an existing Japanese mark, which is why a search before filing is so important.

The registration process

• 1. Decide the mark — word, logo, or both
• 2. Choose the classes and goods/services — under the Nice Classification (Classes 1–45), worded to fit Japanese practice
• 3. Prior trademark search — check for conflicting earlier marks in Japan
• 4. Filing — through a Japanese patent attorney (claiming Paris priority if you filed at home within the last 6 months)
• 5. Examination — if the JPO raises an objection, an Office Action is issued and we respond
• 6. Decision of registration and payment of the registration fee
• 7. Registration — the trademark right comes into effect

Steps 2 and 3 matter most. If the classes or goods are chosen carelessly, you may receive an Office Action, or end up with a registration that does not cover the products you actually sell. Examination takes about 9–12 months under normal examination, or about 2–3 months with accelerated examination (certain requirements apply).

How much does it cost?

Costs are made up of official fees paid to the JPO and the attorney's fees. Official fees are paid twice — at filing and at registration — and depend on the number of classes.

BrandAgent's attorney fees are JPY 25,000 per class at filing and JPY 25,000 per class at registration (excluding Japanese consumption tax, where applicable). For 1 class, the total including official fees is about JPY 79,200 (5 years) or JPY 94,900 (10 years). Consultations and quotes are free, and the prior search is free when you instruct us to file.

Does a company registration or domain name protect the name?

No. Company registration, domain names and trademarks are separate systems. Registering a Japanese subsidiary or branch under your brand name, or owning a .jp domain, does not give you a trademark right. The same applies to a marketplace store name or social media account.

When should you file?

The ideal time is before you invest in the name in Japan, for example:

• Before launching a new brand, product or service in Japan
• Before opening a store on Amazon Japan, Rakuten or other platforms
• Before launching a Japanese website, social media or advertising
• Before signing with a Japanese distributor or licensee

If you have already filed in your home country, remember that the 6-month Paris priority period runs from your home filing date.

Why foreign applicants need a Japanese patent attorney

An applicant with no domicile or business office in Japan cannot file directly with the JPO. Filing and every later procedure — Office Action responses, registration fee payment, renewals — must be handled by a representative in Japan, in practice a licensed patent attorney (Benrishi).

Beyond the legal requirement, the real difficulty lies in the professional judgment: choosing the right classes, wording goods and services so they are accepted in Japan, assessing search results, and responding effectively to Office Actions.

FAQ

• Q. What is trademark registration, in one sentence?
  A. It is a system that makes it easier to protect a brand name or logo for specific goods and services in Japan.
• Q. Our mark is registered in China (or Korea, the EU, etc.). Is it protected in Japan?
  A. No. Trademark rights are territorial. You need a Japanese registration, by direct filing or a Madrid designation of Japan.
• Q. What happens if we do not register?
  A. Someone else may register the mark first, and it becomes difficult to act against similar names.
• Q. Should we register the word or the logo?
  A. It depends on the case, but in practice the word mark and the logo mark are often considered separately. A word mark in standard characters usually gives the broadest protection for the name itself.

Summary

Related articles

• How to Register a Trademark in Japan: Step-by-Step Guide for Foreign Applicants [2026]
• How Much Does a Japanese Trademark Cost? Fees for Foreign Applicants (2026)
• Trademark Search in Japan: How to Check Prior Marks Before Filing (and What People Miss)
• Trademark Classes in Japan: How to Choose from the 45 Nice Classes and Describe Your Goods/Services