{"id":269,"date":"2026-11-01T18:31:09","date_gmt":"2026-11-01T09:31:09","guid":{"rendered":"https:\/\/brandagent.jp\/en_blog\/japan-trademark-rakuten-yahoo-qoo10\/"},"modified":"2026-11-02T16:32:29","modified_gmt":"2026-11-02T07:32:29","slug":"japan-trademark-rakuten-yahoo-qoo10","status":"publish","type":"post","link":"https:\/\/brandagent.jp\/en_blog\/japan-trademark-rakuten-yahoo-qoo10\/","title":{"rendered":"Selling on Rakuten, Yahoo! Shopping or Qoo10 Japan? Why You Need a Japanese Trademark (2026)"},"content":{"rendered":"<p><span style=\"font-size: 120%;\">&#8220;A shop on Rakuten is selling fakes under our brand name.&#8221; &#8220;Someone copied our product photos on Qoo10.&#8221; &#8220;Can we report them with our Chinese trademark?&#8221;<\/span><\/p>\n<p><span style=\"font-size: 120%;\">More and more overseas brands and cross-border sellers are opening stores on Japan&#8217;s major marketplaces \u2014 Rakuten Ichiba, Yahoo! Shopping and Qoo10 \u2014 not only on Amazon Japan. Once your products sell well, copycats usually follow. To have infringing listings removed, the marketplaces generally expect you to show <strong>rights that are valid in Japan<\/strong>, and for brand names that means a Japanese trademark registration.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains when a Japanese trademark helps on these marketplaces, how their infringement reporting systems work, and what a trademark cannot do.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">*Marketplace procedures described here are based on the operators&#8217; official pages as checked in November 2026. Marketplace rules change often \u2014 always check the latest seller and rights-holder guidelines before acting.<\/span><\/p>\n<div class=\"st-mybox st-mybox-class\" style=\"margin: 18px 0; padding: 16px; border: 2px solid #e5e7eb; border-radius: 10px; background: #fafafa;\">\n<p><span style=\"font-size: 120%;\"><strong>What you will learn<\/strong><\/span><\/p>\n<ul style=\"margin: 10px 0 0 18px;\">\n<li><span style=\"font-size: 120%;\">Why a Chinese or other foreign trademark is not enough in Japan<\/span><\/li>\n<li><span style=\"font-size: 120%;\">How Rakuten Ichiba, Yahoo! Shopping and Qoo10 handle IP reports<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Why a pending application is usually not enough<\/span><\/li>\n<li><span style=\"font-size: 120%;\">A step-by-step approach to copycats and stolen photos<\/span><\/li>\n<li><span style=\"font-size: 120%;\">What a trademark cannot stop, and which classes to file<\/span><\/li>\n<\/ul>\n<\/div>\n<h2><span style=\"font-size: 120%;\">Your home-country trademark does not protect you in Japan<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">Trademark rights are territorial. A registration in China, Korea, the EU or the US has no effect in Japan, and Japanese marketplaces handle infringement reports on the basis of Japanese rights. Japan is also a first-to-file country: if someone else registers your brand in Japan first, it is <em>your<\/em> listings that may be reported as infringing.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">A company without a domicile or business office in Japan must file through a Japanese patent attorney (<em>Benrishi<\/em>). If you already have a home-country application, you can claim Paris Convention priority within 6 months of that first filing, or designate Japan through the Madrid system.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Four ways a Japanese trademark helps marketplace sellers<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Removing counterfeits and copycats:<\/strong> a registration is the basis for asking the marketplace to take down listings that use your brand name or logo.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Preventing brand hijacking:<\/strong> registering first stops a reseller or competitor from registering your name and reporting you.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Proving you own the brand:<\/strong> the registration certificate is the clearest evidence for marketplaces, distributors and retail partners in Japan.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Action outside the marketplace:<\/strong> warning letters to copycat websites or social media accounts, and customs measures against imports.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 120%;\">Marketplaces may also ask for documents about the brand when you open a store or list branded goods in some categories. These requirements vary by marketplace and category and change from time to time, so check the current seller guidelines.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">How the three marketplaces handle IP reports<\/span><\/h2>\n<h3><span style=\"font-size: 120%;\">Rakuten Ichiba: Infringement Report Form<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">Rakuten provides an online form (in Japanese and English) for reporting intellectual property infringement on Rakuten Ichiba. As checked in November 2026:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\">The report can be made by the right owner or by an agent with a power of attorney.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Trademark, copyright, design and patent rights are covered, with one report per right.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">For a trademark, you need a <strong>registration number valid in Japan<\/strong> \u2014 <strong>application numbers are not accepted<\/strong> \u2014 plus the designated goods\/services, the registration certificate and screenshots of the infringing pages.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">You may be asked for a written opinion explaining the legal grounds, for example from a lawyer.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Rakuten may share the report and attachments with the reported shop, and says it may not be able to handle disputes about resale and distribution.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-size: 120%;\">Yahoo! Shopping: IP Protection Program<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">LY Corporation runs an &#8220;Intellectual Property Protection Program&#8221; covering Yahoo! Auctions, Yahoo! Flea Market and Yahoo! Shopping. Listings are removed on requests from right holders (or their agents) who are legally entitled to seek an injunction. There are two tracks:<\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<thead>\n<tr style=\"background-color: #f5f5f5;\">\n<th style=\"padding: 8px; text-align: left;\"><span style=\"font-size: 120%;\"><\/span><\/th>\n<th style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Program A<\/span><\/th>\n<th style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Program B<\/span><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\"><strong>Advance registration<\/strong><\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Not required \u2014 report each case via a web form<\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Required \u2014 then a simplified request procedure<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\"><strong>Scope<\/strong><\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Infringing listings in general<\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Copyright, trademark, publicity and breeders&#8217; rights \u2014 only clear-cut infringement types<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 8px;\"><span style=\"font-size: 120%;\"><strong>Key conditions<\/strong><\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Evidence prepared for each case<\/span><\/td>\n<td style=\"padding: 8px; text-align: center;\"><span style=\"font-size: 120%;\">Not open to individuals; documents (e.g. a copy of the trademark register and company registration) sent by post; review usually takes about 2\u20133 months<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 120%;\">For Program B, agents are limited to lawyers and patent attorneys licensed in Japan. If copycats keep appearing, registering for Program B is worth considering.<\/span><\/p>\n<h3><span style=\"font-size: 120%;\">Qoo10 Japan: Qsafe<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">Qoo10 operates &#8220;Qsafe&#8221;, a program for right holders to report infringing shops and products. You first apply for membership with supporting documents (such as a certified company registration), and after approval you search current listings and report infringing products with reasons. The report history shows the progress of each case, including mediation with the shop and any rebuttal documents.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">A pending application is usually not enough<\/span><\/h2>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#ffebee;border-color:#ef9a9a;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#ef5350;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Takedowns generally need a registration<\/p><div class=\"st-in-mybox\">\n<p><span style=\"font-size: 120%;\">In Japan, a trademark right arises only on registration. Rakuten&#8217;s form expressly requires a Japanese registration number and does not accept application numbers. Normal examination takes around 9\u201312 months, so if you only file after copycats appear, you will be unable to report them on trademark grounds for most of a year. File before you launch in Japan \u2014 or at the latest as soon as sales start to grow.<\/span><\/p>\n<\/div><\/div>\n<p><span style=\"font-size: 120%;\">If you need protection urgently, accelerated examination may be available if the requirements are met, which can bring a decision in around 2\u20133 months.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Step by step: dealing with copycats and stolen photos<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>1. Preserve evidence:<\/strong> save listing URLs and dated screenshots, and if possible test-purchase the product and photograph it.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>2. Check your rights:<\/strong> are the goods the same as or similar to your designated goods, and is the sign the same as or similar to your registered mark?<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>3. Choose the right basis:<\/strong> brand name or logo \u2192 trademark; your own product photos \u2192 copyright; copied product shape \u2192 design right.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>4. Report to the marketplace:<\/strong> use each marketplace&#8217;s form or program. A Japanese patent attorney can act as your agent, and handle Japanese-language communication.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>5. If it continues:<\/strong> consider a warning letter or an import suspension application at Japan Customs.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">What a trademark cannot stop<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Resale of genuine goods:<\/strong> reselling genuine products bought from you or your distributors is generally not trademark infringement. Rakuten also notes that it may not be able to handle resale disputes.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Copies of the product shape without your brand:<\/strong> a trademark does not cover the product design itself; a Japanese design registration is the tool for that.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Goods outside your designated goods:<\/strong> your right may not extend to unrelated products, so choose classes that match what you sell.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">Prevention checklist for marketplace sellers<\/span><\/h2>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Brand protection checklist<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\">Your brand name and logo are registered in Japan for the classes you sell in.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Your listings and packaging use the mark exactly as registered.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">You keep the original files of your product photos, with dates.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">You search for your brand on each marketplace regularly.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Products with a distinctive shape are considered for a Japanese design registration before launch.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Your agreements with Japanese distributors state that you own the brand in Japan.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2><span style=\"font-size: 120%;\">Which classes and which form to register<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">Start with the classes for the products you actually sell \u2014 for example class 25 for clothing, class 3 for cosmetics, class 9 for phone accessories \u2014 and add classes for products you plan to launch soon. Register the brand name or logo exactly as it appears on your products and listings. If Japanese shoppers are likely to search for your brand in katakana, a katakana registration can also be useful.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">Official JPO fees: filing JPY 3,400 + JPY 8,600 per class; registration (10 years) JPY 32,900 per class. BrandAgent&#8217;s fees: <strong>JPY 25,000 per class at filing and JPY 25,000 per class at registration<\/strong> (excluding Japanese consumption tax). For one class, the total including official fees is about JPY 94,900. The prior search is free when you instruct us to file; consultations and quotes are free. Payment by PayPal (JPY) or bank transfer.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">FAQ<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><strong>Q. Can we report copycats with our Chinese trademark?<\/strong><br \/>\nA. Generally no. Japanese marketplaces rely on rights valid in Japan; Rakuten&#8217;s form asks for a Japanese registration number.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Can we use a pending Japanese application?<\/strong><br \/>\nA. Usually not for trademark-based takedowns, because the right arises only on registration. Rakuten&#8217;s form does not accept application numbers.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. A competitor copied our product photos. Do we need a trademark?<\/strong><br \/>\nA. Not necessarily \u2014 you may be able to report on copyright grounds. Keep the original image files.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Can you file the marketplace reports for us?<\/strong><br \/>\nA. We can help with the evidence and the report. The cost depends on the work involved \u2014 ask us for a free quote.<\/span><\/li>\n<li><span style=\"font-size: 120%;\"><strong>Q. Who will handle our case?<\/strong><br \/>\nA. We have handled more than 4,000 applications, and every case is handled personally by a licensed Japanese patent attorney, in English or Chinese.<\/span><\/li>\n<\/ul>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Key points<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\">Rakuten, Yahoo! Shopping and Qoo10 all have systems for right holders to report infringing listings.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Trademark-based reports generally need a Japanese registration \u2014 file early.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Stolen photos \u2192 copyright; copied shapes \u2192 design right.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Resale of genuine goods generally cannot be stopped with a trademark.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">BrandAgent fees: JPY 25,000 per class at filing and at registration; free prior search when you instruct us to file.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2 id=\"related-articles\"><span style=\"font-size: 120%;\">Related articles<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-customs-counterfeit-import-suspension\/\">Stopping Counterfeits at Japanese Customs: How to File an Import Suspension Application (2026)<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/amazon-japan-brand-registry-trademark\/\">Amazon Brand Registry in Japan: Getting the Japanese Trademark You Need<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan_trademark_infringement\/\">Accused of Trademark Infringement in Japan? How to Respond to a Warning Letter or an Amazon\/Rakuten Complaint<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-trademark-use-evidence\/\">How to Keep Evidence of Trademark Use in Japan (Non-Use Cancellation Checklist, 2026)<\/a><\/span><\/li>\n<\/ul>\n<div style=\"background-color: #f0f7ff; border: 2px solid #0066cc; padding: 20px; margin: 24px 0; border-radius: 6px;\">\n<p><span style=\"font-size: 120%;\"><strong>Selling on Japanese marketplaces?<\/strong><br \/>\nTell us your brand and products \u2014 we will reply with the classes you need and a fixed quote, free of charge.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">BrandAgent Patent Office (Kyoto, Japan)<br \/>\nToru Kano, Japanese Patent Attorney<\/span><\/p>\n<p><a style=\"color: #0066cc; font-weight: bold;\" href=\"https:\/\/brandagent.jp\/en\/trademark_lp\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 120%;\">Get a free quote for your Japanese trademark<\/span><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>How a Japanese trademark registration helps brand owners selling on Rakuten Ichiba, Yahoo! Shopping and Qoo10 Japan: IP infringement reports, takedowns of copycats, and what a trademark cannot stop.<\/p>\n","protected":false},"author":1,"featured_media":298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trademark"],"_links":{"self":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/comments?post=269"}],"version-history":[{"count":1,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/269\/revisions"}],"predecessor-version":[{"id":279,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/269\/revisions\/279"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media\/298"}],"wp:attachment":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media?parent=269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/categories?post=269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/tags?post=269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}