How to Register a Trademark in Japan: Step-by-Step Guide for Foreign Applicants [2026]

"What do we need to do to register our trademark in Japan?" "Where do most applications go wrong?"

In this article, Japanese Patent Attorney Toru Kano of BrandAgent walks overseas brand owners through the Japanese trademark registration process step by step — from the preparation before filing to the moment your right is registered.

The overall process

In one line: preparation → filing → examination → registration. In practice, the outcome is often decided at the preparation stage — the choice of classes and the prior search. Skipping them can lead to a refusal and a fresh application months later.

An applicant with no domicile or business office in Japan cannot file directly with the JPO; the application and every later procedure must go through a representative in Japan — in practice, a Japanese patent attorney (Benrishi).

Step 0: Three things to decide before filing

• 1. The mark itself: a word, a logo, or both. Think about variants too — the English spelling, capital vs. lower case, and whether you will also use a katakana (Japanese) version in Japan.
• 2. The classes and goods/services: cover what you need, neither too little nor too much.
• 3. How you will actually use it in Japan: including expansion in the near future — for example, starting with products on Amazon Japan and later opening your own shop or offering services.

Vague decisions here lead to problems later, such as a missing class or a registration that does not cover what you actually sell. Also decide who the applicant will be — the brand-owning company or individual — and prepare the name and address in the original language and in English.

Step 1: Choose the classes (goods/services)

Goods and services are grouped into 45 classes under the Nice Classification. The same brand name may need different protection depending on what it is used for. Aim to cover your current and planned business without adding unnecessary classes.

Official fees increase with the number of classes:

• Filing: JPY 12,000 for 1 class, plus JPY 8,600 for each additional class
• Registration: JPY 32,900 per class (10 years) or JPY 17,200 per class (5 years)

Japan also has its own practice for wording goods and services. A description accepted in your home country — or in a Madrid designation — may be considered unclear in Japan, so we adapt it to Japanese practice before filing.

Step 2: Prior trademark search — where the outcome is often decided

A good search greatly reduces the risk of refusal. The cases most often missed are:

• Different spelling, similar sound: in Japan, marks are compared by their pronunciation as well — including the katakana reading of an English word.
• Combined marks sharing the dominant part: an earlier mark with an extra word or figure can still block yours.
• Different class, but related goods: similarity is judged by the goods themselves, not only the class number.

Missing these can result in an Office Action, months of delay and sometimes a new application. At BrandAgent, the prior search is free when you instruct us to file.

Step 3: File the application

The core information in the application is the mark (word or logo), the classes and goods/services, and the applicant's details. For a logo, the file format and how the design is represented matter, as does which element is dominant. We prepare a Power of Attorney for you; you only need to fill in the representative's name.

If you filed the same mark at home within the last 6 months, you can claim Paris Convention priority, so your Japanese application is examined as of your home filing date.

Step 4: Examination (an Office Action may be issued)

The JPO examines every application. Normal examination takes about 9–12 months from filing; with accelerated examination (certain requirements apply), about 2–3 months. If there is no problem, a decision to register is issued. Typical grounds for refusal are:

• An identical or similar earlier mark already exists
• Weak distinctiveness (descriptive or commonplace wording)
• Unclear goods/services wording, requiring amendment

What if you receive an Office Action?

You respond with a written argument (opinion), an amendment, or both. For applicants residing outside Japan, the response period is 3 months. Many cases can be resolved, but a wrong assessment can drag the process out. We report the objection to you in English or Chinese with our recommendation; our fee for preparing a response is JPY 25,000 (excluding tax, where applicable).

Step 5: Decision to register → registration fee → registration

After the decision to register, the registration fee must be paid within 30 days. You can choose a 5-year or 10-year term, and the fee depends on the number of classes. The trademark right comes into existence only once the fee is paid and the mark is registered.

Where foreign applicants often go wrong

Why work with BrandAgent

An experienced attorney handles the class design, the search and the application documents, which lowers the risk of failure. With more than 4,000 applications filed, every case is handled personally by a licensed patent attorney — no part of the work is delegated to unqualified staff.

FAQ

• Q. Where should we start?
  A. Fix the mark, list the goods/services you sell or plan to sell, then run a prior search — in that order. Send us that information and we will propose the classes.
• Q. Is an Office Action the end?
  A. No. Many objections can be overcome with an argument or an amendment.
• Q. Should we register both the word and the logo?
  A. It depends on how you use the brand. In practice, filing the word plus your main logo is often the best approach.
• Q. Can we file in Japan without a Japanese attorney?
  A. Not if you have no address or business office in Japan. A representative in Japan is required by law.

Summary

Related articles

• How Much Does a Japanese Trademark Cost? Fees for Foreign Applicants (2026)
• How Long Does Trademark Registration Take in Japan? Timeline from Filing to Registration (2026)
• Trademark Search in Japan: How to Check Prior Marks Before Filing (and What People Miss)
• Japanese Trademark Office Action (Notice of Reasons for Refusal): Common Grounds and How to Respond