Monthly Archives: December 2025

We introduce trademarks you casually see in daily life. This time, we feature “Ethical Moving”.

In recent years, we’ve increasingly heard the term “ethical consumption”. This is defined as “consumers engaging in consumption activities while considering solutions to social issues relevant to them and supporting businesses tackling such issues” (Consumer Affairs Agency), with various organizations and companies advancing initiatives.
…While that sounds formal, simply put, ethical consumption means actively choosing and purchasing products or services that consider society. For example, buying fair trade goods or vegetables with the JAS organic mark, supporting local production for local consumption, reducing food waste, and conserving energy and water are all forms of ethical consumption.

As one example of this ethical consumption, I recently had the opportunity to participate in something called “Ethical Moving,” which I’ll introduce here.
This is a service offered by Sakai Moving Center. By adding 1,100 yen to the standard moving fee, you can offset the carbon dioxide emitted during your move. This supports activities, carried out through the company’s partner organizations, that sustainably promote forest management and the creation of biodiversity forests in Owase City, Mie Prefecture. I look forward to seeing the results of the forest management efforts delivered in six months to a year.

This “Ethical Moving” service has a trademark application pending and is currently awaiting review.
(blink)

I received some craft beer.
It came my way from someone who isn’t too fond of craft beer’s taste, to me, a beer lover. How lucky!♪

I vaguely imagined the term “craft beer” evolved over time from “local beer,” but upon looking into it, there seem to be differences in meaning and background.

The 1994 revision of the Liquor Tax Act sparked a “local beer” boom, making it popular as a tourist souvenir. However, inconsistent quality and taste led to a temporary decline. Later, “craft beer” emerged, emphasizing quality and uniqueness brewed by small-scale artisans with dedication, not necessarily limited to specific regions. It evolved as an upgraded version of “local beer” and spread as a global trend.

Each can design has its own personality, offering visual enjoyment first.
And before you even smell the beer, the trademark scent hits you. Upon checking, it turns out each brand is indeed well-protected by its trademark.

Below, images from right to left:

1. COEDO Marihana
A session IPA from COEDO Brewery in Kawagoe City, Saitama Prefecture.
Trademarks include “毬花／Marihana” (meaning hop flower, Japanese Trademark Registration No. 5749513) and “COEDO／小江戸” (Japanese Trademark Registration No. 5525440).

2. Karuizawa Craft Yuzu
A beer by Karuizawa Brewery using domestic yuzu.
Trademarks registered include the logo (Japanese Trademark Registration No. 5530252) and “Karuizawa Aroma Craft” (Japanese Trademark Registration No. 6162978).

3. Echigo Beer Premium Red Ale
A red ale from Echigo Beer, Japan’s first craft beer maker based in Niigata City.
As stated on the can, “Japan’s First Craft Beer,” its history itself is brand value.
The logo trademark (Japanese Trademark Registration No. 4449710) and the distinctive illustrative trademark (Japanese Trademark Registration No. 4529496) are also registered.

4. Kizakura LUCKY CAT
A unique beer made by sake brewer Kizakura, featuring yuzu and Japanese pepper.
The Kizakura logo trademark (Japanese Trademark Registration No. 6504679) is registered.
The LUCKY series includes staples like LUCKY DOG and LUCKY CHICKEN, as well as the zodiac series featuring the 2025 limited edition LUCKY SNAKE.
The trademark status of LUCKY CAT is unconfirmed, but another company has registered “The Lucky Cat” in Class 33, so it may be affected. The world of trademarks is quite complex.

Craft beer is entering an era where not just the “taste” but also the “name” must be protected and nurtured.
Trademarks are a crucial mechanism supporting brand credibility.

By the way, are you the type who eats the best part first? Or saves it for later?
As for me, I try to resist the urge to drink it right away. Craft beer feels special, so I prefer to save it as a reward for that perfect moment. But beer is all about freshness. I’ll find an excuse to finish it sooner rather than later♪ (Cacao)

References:
[The Brewer Speaks: The Appeal of Classic Beers] “The Charm and Craftsmanship of COEDO Marihana” – COEDO BREWERY Official Online Store
Karuizawa Aroma Craft Yuzu – THE Karuizawa Beer Official Site | Craft Beer (Local Beer)
Product List – Echigo Beer Co., Ltd.
Product Information | Local Beer | Kizakura Co., Ltd. as a tourist souvenir.