Meiji Co. has announced plans to strengthen the protection of its intellectual property in response to the sale of counterfeit products based on its popular Kinoko no Yama snack, which resembles a chocolate-covered mushroom. The company aims to take measures to prevent the production, sale, and import of these copycat items.
In March, Meiji released wireless earphones that resembled the Kinoko no Yama snack. These earphones quickly sold out and gained significant attention even before their release. This led to the emergence of counterfeit products being sold through online shopping platforms in Japan and other countries.
The fake products were manufactured in China, prompting Meiji to appeal to customs authorities for assistance in blocking their import based on trademark rights. Fortunately, their appeal was accepted in June.
Meiji also discovered that a confectionery maker in Saitama Prefecture had violated its rights by producing and selling a look-alike product called “Choco Kinoko.” However, Meiji reportedly reached an agreement with this confectioner in March to cease production and sales of these copycat items.
The Kinoko no Yama snack has been popular since it was first introduced in 1975. In 1978, the name “Kinoko no Yama” was registered as a textual trademark, while its distinctive mushroom-like shape was registered as a three-dimensional trademark in 2018.
Kazuhiko Ishimaru, head of Meiji’s IP department stated that there is growing awareness about respecting intellectual property rights. By enforcing their rights against counterfeit products, Meiji aims to prevent confusion among consumers and protect their brand reputation.
