Have a Break

　The “Soufflé Pancake Squeeze” is a free gift included with the purchase of Mos Burger’s Mos Wai Wai Set. It’s a keychain-style toy characterized by its appearance—which looks just like a pancake—and its squishy texture.

　The packaging and clear case feature the “M” mark and the “MOS BURGER” logo. How is a logo affixed to such a “freebie” treated as a trademark?
　A relevant precedent is the court case known as the “BOSS Case.” In that case, the issue was whether T-shirts bearing the “BOSS” logo—distributed free of charge to purchasers of electronic musical instruments—constituted “merchandise” under the Trademark Act. The court ruled that the T-shirts and other items were not “merchandise” subject to independent trade but merely advertising media intended to promote the electronic musical instruments and thus denied the claim of trademark infringement regarding the apparel.

　So, are the Mos Burger squishy toys also merely advertising media?
　According to an announcement from Mos Burger dated October 3, 2026, while these squeeze toys had previously been sold individually, a purchase limit of up to five per person was imposed starting on that date, and individual sales were discontinued. Since a unit price was set and they were actually being sold, it can be considered that, at least at that time, they were “merchandise” that could be the subject of independent transactions. This point differs from the T-shirts and other items in the BOSS case.

　MOS Food Service Co., Ltd. has registered the “M” mark and the “MOS BURGER” logo as trademarks (Japanese Trademark Registration No. 6819254, No. 6819255). The designated goods include not only “hamburgers” but also “key chains,” “toys,” and “hamburgers with toys.” This makes it easier to take action against other companies using logos identical or similar to the registered trademarks not only in the hamburger category but also in the key chain and toy sectors. Such trademark registrations help protect the value of the MOS brand across a wide range of products.

　Even if an item is a “freebie,” it may qualify as a “merchandise” under trademark law if it is the subject of independent commercial transactions. Mos Burger’s squeeze toys are an example of items that possess value as goods while also serving an advertising and sales promotion function (Hiro).

Last month, a friend who lives in the Kanto region contacted me, saying, “I’m stopping over in Nagoya on the Shinkansen on my way back from a trip to Osaka—let’s grab dinner together,” so we met up.
We usually see each other once or twice a year, but since I’m the one who typically travels to Kanto, meeting up in my hometown of Nagoya feels different from our usual get-togethers and is always a lot of fun.

I eagerly made a reservation for dinner, bought some fresh Nagoya sweets—which I usually can’t give her—and went to meet her at the Shinkansen ticket gate. My friend stepped off the train with a big smile. “Here you go—a souvenir from Osaka!” she said, handing me the sweets shown in the photo. The box featured a cute girl holding the sweets and the words “Registered Trademark.”

After spending a fun time together and seeing my friend off, I went home and immediately searched for it on J-Plat Pat.
The product name, the girl’s upper body, and even a close-up of her face were all clearly registered.
Nodding to myself, “I see, I see,” I happily tucked into the sweets my friend had given me.
(Swimmer)

https://www.mukashin.com/ (Mukashin Website (Japanese only))
https://www.j-platpat.inpit.go.jp/c1801/TR/JP-2020-090910/40/en
https://www.j-platpat.inpit.go.jp/c1801/TR/JP-2024-002024/40/en
https://www.j-platpat.inpit.go.jp/c1801/TR/JP-2024-002025/40/en

Lately, I’ve been buying a lot of drip-bag coffee while traveling.
Not only at local coffee shops, but also at places like art museums, where they sometimes sell their own original blends—so there are actually quite a few opportunities to buy coffee while on the road.

The other day, when I visited Shimane Prefecture, I bought the following two varieties.

This one is from “Taisha Coffee,” which has a shop near Izumo Taisha Shrine.
The packaging really captures the essence of Izumo Taisha, doesn’t it?
Official Website: https://maruco.co.jp/taishacoffee/

This one is from “Saiundo,” a long-established Japanese confectionery shop in Shimane.
It was developed in collaboration with a local coffee shop, and the coffee is said to have a flavor that pairs well with the sweetness and texture of traditional Japanese sweets.
Official Website: https://www.saiundo.co.jp/

Even after returning from my trip, I’ve been enjoying the lingering memories of my journey by looking at the packaging and sipping the coffee.

The trademark “Saiundo” was registered on June 26, 2026, with Class 30 “Confectionery” as the designated goods (Rights Holder: Saiundo Co., Ltd., Japanese Trademark Registration No. 7058810).
(Sakuramochi)

Fireworks are a quintessential summer tradition. In recent years, more and more fireworks displays have been broadcast live on TV, allowing people who can’t make it to the venue for various reasons to enjoy them as well.

This year, my family and I watched the Okazaki and Nagara River fireworks displays on TV. While it may not quite match the immersive experience of being there in person, watching on TV has its own unique charm. The fireworks, set to background music, were absolutely beautiful, and at the Okazaki Fireworks Festival, a highlight reel filmed by drone was broadcast after the show ended.

The footage, which made it seem as though we were diving right into the fireworks, was as beautiful as a scene from a movie. I feel like I was able to fully appreciate the charm of the fireworks, which the pyrotechnicians had painstakingly crafted.
Okazaki Castle Grand Fireworks Live Broadcast 2026 | TV Aichi (Japanese only)

Amid all this, I began seeing more commercials for the “Harekaze” beer and learned about an initiative called “Harekaze ACTION.” This is a campaign that supports fireworks festivals facing the threat of cancellation by donating a portion of the product’s sales.

Not only does purchasing the beer automatically lead to a donation, but you can also donate using “Harekaze Coins,” which you can receive once a day by visiting the official website.
Fireworks Festival Support Activities | Harekaze ACTION | KIRIN (Japanese only)

Incidentally, “Harekaze” and “Harekaze ACTION” are registered Japanese trademarks of Kirin Holdings Co., Ltd. While attention tends to focus on the fireworks support initiative itself, from my perspective as someone involved in intellectual property, I cannot overlook the fact that the initiative’s name and brand name are appropriately protected as trademarks.

A beer enjoyed while watching fireworks is truly special. Learning about these initiatives makes that drink feel even more special. I can’t help but hope that this quintessential Japanese summer tradition will continue to be passed down for generations to come.

Speaking of which, while organizing some old photos, I came across a picture of fireworks.
This was taken at “Hanabi Fes.”, held at Laguna Beach in Gamagori Laguna Tenbos, which we visited during our 2018 staff trip.♪ (Cacao)

*“Harekaze” (Japanese Trademark Registration No. 6752854, Japanese Trademark Registration No. 6886937) and “Harekaze ACTION” (Japanese Trademark Registration No. 6841058) are registered trademarks of Kirin Holdings Co., Ltd.