VOL.214 APRIL 2026
THE APPEAL OF YOSHOKU: JAPANESE-STYLE WESTERN CUISINE (PART 2) [POLICY RELATED NEWS] Awareness Campaign to Stop Counterfeit and Pirated Content

Counterfeit goods—falsely represented as genuine and produced without authorization from the trademark owner of the logo—as well as pirated content that disregards copyright, so-called “pirate copies,” are illegal. Nevertheless, their distribution continues unabated, primarily via the Internet. The use of these goods may facilitate criminal activities and poses serious risks. This article provides an overview of the current situation regarding these counterfeits and highlights key points that consumers should keep in mind to protect themselves.

The Current Situation Surrounding Counterfeit Goods and Pirated Content

In Japan, where smartphones and tablets have become increasingly widespread, the Internet usage rate among individuals is approximately 86%,¹ indicating that a majority of the population uses the Internet in their daily lives. While the Internet is convenient for shopping, as well as for accessing video, music, and book subscription services, counterfeit goods and pirated content are also widespread online. Counterfeit goods utilize logos and other elements without authorization from the trademark holder to mislead consumers into believing that they are genuine products of recognized quality and thereby induce purchases. The manufacture, import, and sale of these goods constitute illegal acts in violation of the Trademark Act and Design Act. Consumers face the risk of injury or illness resulting from substandard products. In addition, the purchase payments may serve as a source of funding for criminal organizations. There is also a risk that personal information, such as credit card details, home addresses may be leaked or misused by illicit sellers.

Additionally, there are pirate sites where content such as videos, manga, anime, music—works that should be protected by copyright—is made available online without authorization from the rights holders. Uploading or downloading* such pirated content, whether free or paid, is illegal under the Japanese Copyright Act. Pirate copies can be also easily accessed and viewed on a smartphone, often leading many people to view them without realizing that they are illegal. Clicking on ads displayed on pirate sites also risks infecting the device with a virus.

* Downloading pirated content is illegal only when done with the knowledge that the content is a pirate copy.

Example of Counterfeit Goods

For instance, counterfeits versions of a popular, high-quality Japanese-brand disposable diapers (far left) are sold online outside of Japan (second and third from left), falsely represented with packaging designs that closely resemble the genuine product. These vendors use social media to promote counterfeits as genuine, so it is crucial to look carefully at product photos and descriptions for any odd or suspicious signs.
Photo: Daio Paper Corporation

Stop Counterfeit Goods and Pirated Content

To prevent the distribution of counterfeit goods and pirated content, it is essential not only to crack down on suppliers, but also to ask consumers not to purchase or use these products. To help consumers avoid counterfeit goods and pirated content and to promote the use of genuine products and authorized content, a number of industry associations have introduced certification marks indicating authenticity.

Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) has established the Geographical Indication (GI) protection system to protect, as regional intellectual property, the names of agricultural, forestry and fishery products and foodstuffs with characteristics unique to production area. The use of these names is restricted to GI-registered products or processed products made primarily from these ingredients. As of February 2026, 164 products including Japanese specialties such as Kobe Beef, Ichida Persimmons, and Yubari Melons are registered nationwide under the GI system.² Consumers are encouraged to look for the GI Mark as a reliable guide when making purchases.

For movies, manga, anime, and other copyrighted content, the CJ Mark³ and the ABJ Mark⁴ indicate the content is the official version from Japan. We encourage consumers to refer to these marks when viewing this type of material. It is important to remember that the distribution of pirated content prevents copyright holders and creators from receiving their rightful profits. This, in turn, hinders the creation of new content, impedes the growth of the content industry, and ultimately harms consumers.

A shot from a video featuring Kawanzo-chan, the official mascot for the Japan Patent Office’s campaign to eradicate counterfeit goods, who introduces the hidden risks of purchasing counterfeit goods. The video can be viewed on the Patent Office’s official YouTube channel.

Source material from the Cabinet Office; the National Police Agency; the Consumer Affairs Agency; the Ministry of Internal Affairs and Communications; the Ministry of Finance; the Agency for Cultural Affairs; the Ministry of Agriculture, Forestry and Fisheries; the Japan Patent Office; and the Ministry of Economy, Trade and Industry

• 1. See the 2025 White Paper on Information and Communications in Japan (Japanese only) published by the Ministry of Internal Affairs and Communications.
• 2. Registered mark as prescribed by Article 4, Paragraph 1 of the Act on Protection of the Names of Specific Agricultural, Forestry and Fishery Products and Foodstuffs (Act No. 84 of 2014). The MAFF has registered the GI Mark as a regular trademark in Japan and approximately 20 major export destination countries and regions, including the European Union (EU), the UK, the U.S., and countries in East Asia.
• 3. The Content Overseas Distribution Association (CODA), a general incorporated association, has registered these marks as collective trademarks in seven countries and regions: Japan, the U.S., the EU, China, Hong Kong, Taiwan, and South Korea. Enforcement of trademark rights is expected to lead to crackdowns on pirated content.
• 4. A mark certified and granted by the ABJ comprising businesses involved in e-books. This mark indicates that the digital bookstore or e-book distribution service distributes official versions of content with formal permission from the copyright holder.

Photo: Daio Paper Corporation; CODA; ABJ; PIXTA