[Anti-Counterfeiting] Current Landscape of Anti-Counterfeiting Measures in Japan: What the Latest Customs Statistics Reveal

The Ministry of Finance has released the statistics on the suspension of intellectual property–infringing goods by Japan Customs for the first half of 2025.

These statistics are an important indicator for understanding the actual state of distribution of counterfeit and pirated goods.

Consistently High Numbers of Suspensions

In the first half of 2025, Japan Customs suspended 17,249 import cases (down 5.6% year-on-year).
Although showing a slight decline, the figures have remained high, exceeding 15,000 cases for three consecutive years.
In terms of the number of items, 416,531 items were seized—marking the fifth consecutive year that the total has surpassed 400,000.

Trademark Infringement Accounts for Approximately 94% of Cases

Of all suspended cases, 16,339 cases (approx. 93.7%) involved trademark infringement.
On an item-count basis, trademark-infringing goods totalled 193,229 items (46.4%), highlighting the scale of trademark-related counterfeiting.

The impact is particularly significant in product categories where consumers tend to rely on brand recognition, such as apparel, accessories, and everyday goods.

From these statistics, it is clear that, for companies, trademark-based measures are essential to protect brand value against counterfeiting.

Impact of Counterfeit Distribution

The impact of counterfeit goods goes far beyond the financial losses caused by diverted sales.

Consumers who unknowingly purchase low-quality counterfeit products inevitably lose trust in the brand. In today’s environment, where consumers can widely share their experiences via social media and other channels, such loss of trust can quickly spread and affect society at large.

Moreover, the widespread availability of inexpensive counterfeits diminishes the exclusivity of genuine branded products and weakens consumers’ motivation to choose authentic goods.

Ultimately, this means that the brand value a company has carefully built over many years can be significantly undermined.

Effective Countermeasures

One of the most effective ways to curb counterfeit distribution is through Customs suspension of imports.

To utilize this system, rights holders must first obtain trademark (or other IP) rights and then file an application for import suspension with Japan Customs based on those rights.

For brand owners, trademarks should not be viewed as “registered and forgotten”; instead, they must be integrated into a broader strategy that includes monitoring for counterfeits and taking proactive measures to block distribution at the border.

Summary

• IP-infringing import suspensions by Japan Customs remained high in the first half of 2025.
• Approximately 94% of suspended cases involved trademark infringement, highlighting the prevalence of brand counterfeits.
• Counterfeit distribution affects not only sales but also consumer trust and overall brand value.
• Customs suspension of imports is an effective measure; obtaining rights first, prior notification to Customs, and ongoing monitoring are crucial.

——
Written by Sachiko Asami, Patent and Trademark Attorney, Trademark Group