Have a Break

The other day, I had the chance to try “BASE BREAD Chocolate” at a sports gym I stopped by briefly.
BASE BREAD is the flagship product of the “BASE FOOD” series sold by Base Food Co., Ltd., and it’s a marbled-style bread made with Belgian chocolate.

Designed as a “complete nutritional food”—meaning it provides about one-third of the daily recommended nutrients based on Japan’s Dietary Reference Intakes, with two packets constituting one serving—it features a balanced blend of 33 essential daily nutrients, including protein, dietary fiber, and 26 types of vitamins and minerals, all derived from over 10 natural ingredients such as whole wheat, soybeans, and chia seeds. The back of the package is densely packed with nutritional information.

I’ve often seen this product at supermarkets, convenience stores, and drugstores, and while I’d been curious about it for a while, to be honest, I’d heard rumors that it “didn’t taste good,” so I’d never actually bought it.
However, it turned out to be much tastier than I expected. The bread is moist, and I didn’t notice any dryness. The slight bitterness might be a characteristic of whole wheat flour, but it balances well with the chocolate, creating a sophisticated flavor with a subtly sweet taste. It’s also quite filling, so I’d definitely buy it again.
The fact that you can enjoy it as a delicious bread—rather than having to force yourself to eat it just because it’s a health food—seems to be the result of repeated improvements. It made me want to try other products in the series as well.

Additionally, the fact that it contains no preservatives makes it a healthy choice. The company is also committed to food safety and security. Apparently, they’ve refined their manufacturing process and moisture control to achieve a long shelf life of about one month at room temperature.

In addition to BASE BREAD, BASE FOOD Co., Ltd. has expanded its product lineup under the common “BASE” brand, including BASE Cookies, BASE RAMEN, and BASE YAKISOBA, and has filed and registered multiple trademarks in Japan that incorporate “BASE” or “ベース.”
The distinctive BASE FOOD logo is said to depict “a nutritionally balanced diet” and “building the foundation for health” using a regular pentagon as its motif.
What is the origin of the BASE FOOD logo? – Help Center (Japanese only)
The word “BASE” (meaning “basis” or “base”) aligns with the brand’s philosophy of building the basis for health, making it a prime example of a brand strategy that effectively utilizes trademarks.

I believe the BASE series offers products that allow people to easily and deliciously replenish their nutrients—even when they skip breakfast, rely too heavily on carbohydrates, or simply don’t have the time to consider nutritional balance. However, a healthy lifestyle cannot be achieved with just one food item; in addition to a diet that includes a variety of foods, moderate exercise and sufficient sleep are also important. That said, complete nutrition foods like these seem to be a strong option for supporting nutritional management in our busy daily lives. (Syszo)

BASE FOOD (Japanese only) https://shop.basefood.co.jp/

The other day, I bought some “Hana-gori” sweets made by Kamehiroyoshi.

What drew me to buy them was their refreshing appearance.
Hoping to feel even a little bit refreshed during the rainy season, I decided to give them a try.

As the product description states, “These jewel-like sweets are crafted from highly refined domestic rock sugar and premium thread-like agar,” and they are indeed as beautiful as jewels with their vibrant colors!

“Kyogashi-tsukasa Kamehiroyoshi” is a traditional Japanese confectionery shop located in Nishi Ward, Nagoya City.
Official Website: https://www.kamehiroyoshi.com/

Even if you can’t make it to the shop in Nishi Ward, it’s great that you can purchase several of their products through Takashimaya’s “100 Selected Confectioneries” collection.

I hope to get through the hot summer by taking in a bit of coolness through my eyes as well.

“Kamehiroyoshi Hana-gori” was registered as a trademark on July 1, 2020, with Class 30 “Japanese sweets, confectionery,” etc., as the designated goods (Rights Holder: Kenichi Mitani, Japanese Trademark Registration No. 6265156).
(Sakuramochi)

The other day, I went for my annual health checkup. I haven’t received the results yet, but it will undoubtedly be a good opportunity to take a fresh look at my health.

This fiscal year, with the addition of new subsidies for health checkup costs by the Japan Health Insurance Association (Kyokai Kenpo), I get the impression that significant effort is being put into promoting and spreading the concept of “Health Management.” In fact, I often see this term in Kyokai Kenpo newsletters and other materials.
Recently, I’ve also started seeing the term “Health Management” in brochures from corporate insurance companies.

Incidentally, “Health Management” is a registered trademark (Japanese Trademark Registration No. 4922981) of the NPO Health Management Research Association, and it was reportedly registered in January 2006. The classification is Class 44, which includes medical care and health guidance. I was a little surprised to learn that this term has actually been around for quite some time.

On the other hand, upon investigation, I found that there are several other trademarks that include the term “Health Management.” For example, there are “Health Management Plus,” “Health Management Alliance,” and “Health Management Support Plan.” Despite being terms that might be deemed similar, it is clear that all of them are registered in classes that include Class 44.
As for why these are registered, while this is just one perspective, it may be that as the term “Health Management” itself has become widely used and acquired a certain degree of genericness, there are instances where the “Health Management” portion alone is deemed to lack distinctiveness. Therefore, it is likely that the decision on whether a trademark can be distinguished from others is based on the overall composition and combination of the trademark.
The world of trademark registration is truly profound.

If you have questions such as, “I want to register this term as a trademark, but will it be possible?” or “Does it resemble someone else’s trademark?”, please feel free to consult with our firm.

Now, on my way back to the office after successfully wrapping up our annual major event (?!), the bright blue sky was so striking that I snapped a quick photo with the Alex Building—where our office is located—in the background. With renewed enthusiasm, I returned to work♪ (Cacao)

*“Health Management Plus” is a registered trademark of Tokio Marine & Nichido Fire Insurance Co., Ltd.
*“Health Management Alliance” is a registered trademark of Omron Corporation.
*“Health Management Support Plan” is a registered trademark of AIG General Insurance Co., Ltd.

Popular American singer Taylor Swift has made headlines by filing an application with the United States Patent and Trademark Office (USPTO) to trademark her voice (HEY, IT’S TAYLOR SWIFT.) and her “live images.”

Recent advances in AI technology have been remarkable, making it possible to mimic the voices and faces of celebrities with astonishing precision. The internet is flooded with advertisements and deepfake images that exploit these technologies to promote investments, creating a serious social problem.

Until now, the concept of “right of publicity” has been discussed as a means to protect the names and likenesses of celebrities. While this right protects the economic value associated with an individual’s name and likeness, its scope and criteria for application vary and remain ambiguous across countries and states. In particular, legal debates continue regarding the extent to which this right can be enforced against “AI-generated content.”

Furthermore, while the “Copyright Act” can protect specific songs or photographs, it has limitations in regulating things like “voices that merely resemble the person (AI-generated voices).”

Therefore, Taylor adopted a strategy to register her iconic phrases and live performance images as “trademarks.” Under trademark law, the subject of the rights is clear, and the scope of regulation extends broadly to include not only ‘identical’ but also “similar” items. By securing trademark rights in advance, the aim is likely to ensure stronger and more direct legal recourse against unauthorized use by AI.

“Sound trademarks” have been recognized in Japan since 2015. In the future, we may see an increase in cases where celebrities in Japan—whose voices are distinctive enough to be instantly recognizable—choose “trademark registration” as a new form of brand protection, in addition to their right of publicity. (Chamomile)

Trademark search　(HEY, IT’S TAYLOR SWIFT.)
Trademark search (live image)