Chinese Brand Names in Japan: Register Kanji, Pinyin, Katakana or English? (2026)

"Our brand is written in simplified Chinese characters. Can we register the same logo in Japan?" "Do Japanese consumers read pinyin?" "Do we need a katakana version too?"

These are some of the most common questions we receive from brand owners in mainland China, Hong Kong and Taiwan who are preparing to sell in Japan. Japan uses Chinese characters (kanji), so it is easy to assume that a Chinese-character brand will "just work" in Japan. In practice, Japanese consumers read kanji with Japanese pronunciations, and pinyin is rarely read the way it is pronounced in Mandarin.

In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains how to choose the right script for a Chinese brand name in Japan, how similarity is assessed, and how many applications you actually need.

Foreign applicants file through a Japanese patent attorney

A company or individual without a domicile or business office in Japan must file a Japanese trademark application — and handle all later procedures — through a representative in Japan, in practice a Japanese patent attorney (Benrishi). The applicant's name and address are entered in Japanese, and the original-language name and address can be recorded as well. We communicate in English and Chinese, and accept payment by PayPal (in JPY) or bank transfer.

How the JPO judges similarity: appearance, sound and meaning

Under the JPO Trademark Examination Guidelines, the similarity of two marks is judged by looking at the overall impression, memory and associations that the marks give consumers through their appearance, sound (pronunciation) and meaning (concept), considered as a whole.

For Chinese brands, the most important element is usually sound. The pronunciation that counts is the one that Japanese traders and consumers would naturally give the mark — not the pronunciation in China. The guidelines also state that if a word mark has two or more natural readings, all of them are taken into account, even if one reading is indicated with small phonetic characters. Kanji often have several Japanese readings, so a kanji mark may be compared with earlier marks under a reading you never intended.

For foreign words, the guidelines say that a meaning does not arise if Japanese consumers would not immediately understand it. A Chinese word that is meaningful in China may therefore carry no "meaning" at all for a Japanese examiner — only its appearance and Japanese reading.

Simplified, traditional and Japanese kanji

The same character can have three different shapes. For example, "music/joy" is 乐 in simplified Chinese, 樂 in traditional Chinese and 楽 in modern Japanese. "Dragon" is 龙 in simplified Chinese, 龍 in traditional Chinese (also an older Japanese form) and usually 竜 in modern Japanese.

• Simplified characters: many are unfamiliar to Japanese consumers and may not be read as characters at all — they look more like a design.
• Traditional characters: often the same as older Japanese forms, so they are easier for Japanese consumers to read.
• Japanese kanji: the most natural for Japanese consumers, who will read them with Japanese pronunciations.

The basic rule: register the form you will actually show on packaging, in stores and on Japanese marketplace listings. If your Japanese products will use katakana or Japanese kanji, a registration only for the simplified-character logo may not match the mark you actually use — which matters later for enforcement and for defending against non-use cancellation.

Standard characters or logo?

Japan has a "standard character" system that lets you register a word without specifying a font, but only characters designated by the JPO Commissioner can be used. A mark containing characters outside that list must be filed as a logo with an image specimen. Some simplified characters may need to be checked on this point, so we confirm it before filing. Note also that if you designate Japan through the Madrid system, a "standard characters" declaration in the international registration is not treated as a Japanese standard-character mark — according to the JPO, this does not change the scope of protection.

Example: how a Chinese brand is read in Japan

Take a fictional brand, 美悦 (Meiyue):

*Fictional example. Actual similarity is decided case by case.

The kanji version and the pinyin/katakana version sound completely different in Japan. If you register only the kanji, a third party could register メイユエ in katakana, and you may find it hard to stop them on the basis of sound. Conversely, if someone already owns a mark pronounced "Bietsu", your kanji mark could be refused even though nobody in China would read it that way.

Pinyin spellings containing letters such as X, Q or ZH are especially unpredictable for Japanese readers. If you want Japanese customers to call your brand by a particular name, registering the katakana form is the most reliable way to secure it.

Pros and cons of each form

How many applications do you need?

In Japan, one application covers one mark. A logo with kanji on top and pinyin below is one combined mark. Each part of a two-line mark is often read separately, but which part is treated as the dominant element depends on the case, so it is safer to register your most important forms on their own as well.

We usually recommend this order of priority:

• First: the form that is most visible on your Japanese products and listings (often the English name or pinyin, sometimes katakana).
• Second: the katakana form, to secure the name Japanese customers will use.
• Third: the kanji form, if you will display it in Japan or are worried about imitation.

If your budget is limited, start with the one form you will actually use in Japan and add others as sales grow. If you have a Chinese application, you can also claim Paris Convention priority within 6 months of the first filing.

Cost guide (one class)

Official JPO fees: filing JPY 3,400 + JPY 8,600 per class; registration (10 years) JPY 32,900 per class. BrandAgent's fees: JPY 25,000 per class at filing and JPY 25,000 per class at registration (excluding Japanese consumption tax). The prior search is free when you instruct us to file, and consultations and quotes are free.

*One class each, 10-year registration. Japanese consumption tax may apply to our fees.

Watch out for distributors filing in their own name

Sometimes a Japanese distributor or subsidiary files the katakana form of a Chinese brand in its own name. This is legally possible, but if the business relationship ends, ownership of the Japanese mark can become a dispute. Decide in writing who owns which Japanese marks, and what happens to them if the distribution agreement ends.

FAQ

• Q. Can we register our simplified-character logo as it is?
  A. Often yes, but many Japanese consumers cannot read simplified characters, and similarity is judged by Japanese readings. Consider also registering the form you will use in Japan.
• Q. Is one two-line logo (kanji + pinyin) enough?
  A. It gives some protection, but which part is treated as dominant depends on the case. We recommend filing your key forms separately.
• Q. Does the JPO consider Mandarin pronunciation?
  A. The reading that counts is the one Japanese consumers would naturally give. Do not rely on your mark being read as it is in Mandarin.
• Q. How long does registration take?
  A. Normal examination usually takes around 9–12 months. Accelerated examination, if the requirements are met, can shorten this to around 2–3 months.
• Q. Can we communicate in Chinese?
  A. Yes. We have handled more than 4,000 applications, and every case is handled personally by the patent attorney, in English or Chinese.

Related articles

• How Japan Judges Trademark Similarity: Appearance, Sound and Meaning Explained
• Trademark Search in Japan: How to Check Prior Marks Before Filing (and What People Miss)
• Standard Character Marks in Japan: Word Mark vs. Logo Mark and How to Choose
• How Much Does a Japanese Trademark Cost? Fees for Foreign Applicants (2026)