Is a major Sato trademark conflict brewing in Japan?

AI version Japanese bottle

A Japanese economist by the name of Yoshida recently published a calculation showing that subject to certain conditions and assumptions, everyone in Japan will have Sato as their last name by 2531.

Western brands stood for quality and status, and what could be easier than copying such established trademarks? Although it was very clear that the parties weren’t the rightful owners of the copied trademark, this still often happened.

Why? Well, Japan is the only country in the world where spouses must have the same last name. Yoshida raised the issue − with success − to draw attention to what he considers to be an outdated law.

Sato is currently the most common surname in Japan, and use of it increased by 1.0083 percent between 2022 and 2023. Assuming that it continues to increase by the same percentage each year, 3.5 percent of the population will be called Sato in 100 years and 18.3 percent in 300 years.

This sounds like a nightmare scenario for the people of Japan in general and for trademark attorneys in particular. Last names are often used as company names and trademarks, and are usually well-suited for this purpose. But imagine everyone having the same last name: there would be major trade name and trademark conflicts, with disputes involving Sato versus Sato practically every day. Even more reason to abolish the law.

Author: Arnaud Bos

Bio: Arnaud is trademark attorney and within Knijff responsible for the marketing & communication. Arnaud is specialist in the metaverse and music sectors and his client portfolio includes many upcoming and renowned bands. He keeps a close eye on the latest case law in the EU and will let you know when he sees remarkable applications.