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Analysis on Brand Strategies of Onomatopoeic Trademarks —— A Comparative Study of Trademark Naming and Registration Status of Chinese and Japanese Enterprises
Hui XIAO
Chinese Trademark Attorney
Abstract:
This study conducts a comparative analysis of the registration status and naming strategies of onomatopoeic trademarks used by Chinese and Japanese enterprises, exploring the unique value of onomatopoeia in brand building. Through case studies of iconic trademarks (e.g., China’s “Didi” and “Bilibili,” Japan’s “キュキュット(Cucute)”and “ガリガリ君(GariGari-kun)”, this article summarizes key differences in trademark registration and post-naming use between the two countries: Chinese enterprises prioritize cultural symbolism and distinctiveness acquired through long-term use, while Japanese brands excel in synesthetic marketing and functional product association. The article further proposes corporate naming strategies—including enhancing originality, adapting to target market cultures, and multi-sensory design integration—to provide actionable insights for enterprises competing in trademark resource allocation.
Main body:
It is well-established that a trademark is to distinguish the goods sources. As of December 2024, China’s portfolio of valid trademark registrations had reached 49.424 million, with many simple and memorable terms already registered. Consequently, enterprises seeking distinctive new marks face increasingly challenging searches for novel lexical sources. Onomatopoeias—including Animate phonomime, Inanimate phonomime, and Phenomime—which simulate sensory experiences through sound, have progressively gained corporate attention. These phonetically appealing terms are favored for their capacity to forge robust brand associations through auditory appeal. Today, onomatopoeias have become vital marketing tools for prominent brands in promotion and advertising. Notably, their ability to intuitively convey product functionality and imagery while enhancing consumer engagement has driven many such terms to have been registered as trademark.
Through empirical case studies, this research comparatively examines the registration status for onomatopoeic trademarks in China and Japan, aiming to provide actionable insights for enterprises considering onomatopoeic branding strategies.
I. Onomatopoeic Trademark Registration Status in China
As a country with profound linguistic and cultural heritage, China possesses an onomatopoeic system characterized by unique richness and expressiveness. The Contemporary Chinese Dictionary (7th edition) explicitly defines onomatopoeic words as “words that imitate the sounds of things, such as ‘hua’ (splash), ‘hong’ (boom), ‘ping-pang’ (Clanging and clanging), ‘ding-dong’ (jingle), and ‘pu-chi’ (giggle), which also known as mimetic words1”. From a linguistic perspective, Chinese onomatopoeic words particularly emphasize syllabic symmetry and rhythmic harmony in their phonetic structure, exhibiting distinctive aesthetic cadence. Their typical word formation patterns primarily include single-syllable reduplication (e.g., “dong-dong”) and double-syllable reduplication (e.g., “hua-la-hua-la”), alongside morphological variations achieved through repetition or tonal modification (e.g., “ding-dong → ding-ding-dong-dong”). Notably, due to their inherent sound-imitative nature, onomatopoeic words are often considered overly descriptive and lacking distinctiveness in trademark registration practice. However, empirical research reveals that a considerable number of onomatopoeic words have successfully passed trademark examination.
Below, we will examine several onomatopoeic trademarks registered by Chinese companies as case studies, analyzing the creative strategies and commercial considerations behind such naming approaches adopted by Chinese enterprises.
1. The trademark “Dangdang” of Hangzhou Dangdang.com Information Technology Co., LTD.
When speaking of well-known online book retailers, Dangdang.com must be mentioned. As it is widely known, the term “当当” (dang-dang) in Chinese commonly describes crisp metallic sounds, such as temple bells or school bells. Founder Li Guoqing chose this onomatopoeic reduplication “当当”(dang-dang) to name his platform, which not only mimics the solemnity of bell sounds and the clarity of transaction alerts, but also cleverly aligns with the platform's mission of disseminating knowledge and culture. This naming approach preserves the rhythmic beauty of Chinese reduplicated words while conforming to the global trend of concise branding, rapidly gaining market recognition through its distinctive memorability.
2. The trademark “Didi” of Beijing Didi Infinite Technology Development Co., LTD.
In China, nearly every Chinese has used the ride-hailing service “DiDi.” As one of the nation’s most influential mobility platforms, this catchy name conceals a classic case of brand naming. Originally launched as “DiDi ride-hailing,” the platform was forced to rebrand due to trademark disputes but fortuitously adopted the more memorable “DiDi.” This onomatopoeic word vividly mimics both car horns and system notification tones while perfectly encapsulating the core scenario of mobility services. It is precisely this brand name—combining auditory memorability with contextual association—that provided DiDi with powerful brand recognition advantages, fueling its evolution into an industry giant.
3. The trademark “bilibili” of Shanghai HuanDian Information Technology Co., Ltd
Among online video platforms, bilibili (哔哩哔哩, also known as B Station) undoubtedly holds a prominent position. The platform’s name originated from a pivotal rebranding in 2010, when founder Xu Yi, inspired by the onomatopoeic sound effect “ビリビリ” (bilibili) of Misaka Mikoto’s ability in A Certain Scientific Railgun, adopted it as the new name for the platform. This naming simultaneously paid homage to the anime character and established Bilibili’s foundational ACG (Anime, Comics, Games) DNA. The onomatopoeic “bilibili,” leveraging its distinctive sonic signature and emotional resonance, successfully evolved into a cultural icon connecting ACG enthusiasts, infusing the platform’s subsequent growth with vibrant youthful dynamism and cultural identity.
4. The trademark “DingDang” of DingDang MedExpress Technology Group Co., Ltd
DingDang MedExpress represents another successful case of corporate onomatopoeic trademark. Universally recognized, the term DingDang typically describes crisp, brief sounds like doorbells or chimes, conveying an impression of swift responsiveness. This approachable and memorable onomatopoeia perfectly exemplifies the company’s core service promise of “28-minute door-to-door drug delivery,” emphasizing pharmaceutical logistics efficiency and timeliness, which accelerated consumer familiarity and widespread brand recall.
As evidenced by the above cases—whether the trademark “Dangdang” in e-commerce, the brand “DiDi” in mobility, the sign “bilibili” in video streaming, or the “DingDang MedExpress “ in pharmaceutical delivery—these onomatopoeic trademarks have all successfully obtained Chinese trademark registration while establishing prominent brand recognition in their respective sectors. These examples vividly demonstrate how enterprises transform auditory elements into brand assets, reflecting both the distinctive Chinese corporate approach of integrating phonetic characteristics with core business values and the prevailing pragmatism in brand-building strategies. Leveraging their unique pronunciation traits and memorability, such naming conventions exhibit significant advantages in brand communication, effectively enhancing consumer brand awareness and emotional resonance.
It is noteworthy that the aforementioned cases primarily focus on the service industry. Regarding physical goods, does onomatopoeia possess equal feasibility for trademark registration? Trademark registration practice confirms this possibility. As indicated in the following table, public data from the China Trademark Office demonstrates multiple successful registrations of onomatopoeic marks for goods, conclusively establishing their registrability in this domain.
Of course, not all onomatopoeic words can be successfully registered as trademarks, and the registration results for the same onomatopoeic word may differ significantly across different goods or service classes. Taking the onomatopoeic word “FiZZ” as an example, which describes the sound of bubbles forming and bursting in carbonated beverages or sparkling wines, its registration applications in Class 32 (beer beverages) and Class 33 (liquor) were rejected due to its direct description of the functional characteristics of the goods, thereby being deemed to lack distinctiveness feature. However, in other classes such as Class 16 (office supplies), Class 21 (kitchen utensils), and Class 43 (catering services), the word was ultimately approved for registration as it bore no direct descriptive relationship to the designated goods or services.
Additionally, the author has observed that in recent years, the Trademark Office has gradually adopted stricter criteria when examining onomatopoeic words or compound terms containing onomatopoeic elements. For instance, the laughter-imitating onomatopoeic word “哈哈呵呵”(Ha Ha He He) 2and the compound term “嘎嘣脆”(Ga Beng Cui) 3(where “嘎嘣脆”(Ga Beng Cui) mimics the crisp sound of chewing biscuits, ice cubes, or other hard objects, and “脆”(Cui) describes the brittle and easily breakable texture) were both deemed to consist solely of common expressions. Consumers are unlikely to recognize them as trademarks, rendering them incapable of distinguishing the source of services, and consequently, their registrations were refused.
Although China’s current Trademark Law and Trademark Examination and Review Guidelines lack explicit provisions regarding the examination of distinctiveness for onomatopoeic trademarks, relatively mature criteria have been established through examination practices.
Based on the aforementioned cases, the author contends that current trademark examination practice generally evaluates the degree of association between the onomatopoeia and the designated goods/services as follows:
(1) Directly descriptive onomatopoeia (e.g., “Fizz” for goods like beer) are typically deemed inherently non-distinctive, as they directly describe the acoustic characteristics of the goods during use;
(2) Generic sounds within an industry (e.g., “Ding Dong” for doorbell products) may be refused under Article 11(1)(i) of the Trademark Law;
(3) Onomatopoeia lacking inherent connection to product features (e.g., “Fizz” for services like restaurants) are likely to be recognized as distinctive and approved for registration.
Additionally, comprehensive considerations are made from cognitive dimensions:
(1) Public perception: Assessing whether relevant consumers perceive the onomatopoeia as a trademark sign rather than a description of product sounds. For instance, “DiDi” for ride-hailing services has acquired secondary meaning through extensive use;
(2) Creativity level: Highly inventive onomatopoeia with unconventional syllabic structures (e.g., “BiliBili”) are more likely to be registered compared to common onomatopoeia;
(3) Acquired distinctiveness: Evidence of promotional expenditure, market share, etc. submitted by applicants is evaluated per the Trademark Examination and Review Guidelines to determine if distinctiveness has been achieved through use.
II. Onomatopoeic Trademark Registration Status in Japan
As a language with highly developed onomatopoeia (オノマトペ), Japanese—being a syllabic script where each kana character represents one syllable—frequently employs quadrisyllabic reduplicatives, predominantly structured in bisyllabic rhythm. An example is “きらきら”(KIRAKIRA), denoting the meaning of “sparkling”. Notably, research indicates that native Japanese speakers use onomatopoeia approximately once every three minutes in conversation. Consequently, Japanese consumers demonstrate heightened memorability for onomatopoeic trademarks. We shall first go through the cases of several Japanese companies:
1. Kao Corporation’s Trademark “キュキュット”(Kyu-Kyu to)
When launching its new dishwashing detergent, Kao Corporation innovatively transformed product selling points into auditory symbols. The creative team simulated the “キュキュ”(Kyu-Kyu to) sound produced by the friction between foam and stains during rapid cleaning, combining it with “ット”(to) to register as an onomatopoeic trademark. This ingenious sensory marketing strategy converted the product feature of “instant stain removal” into a tangible auditory experience. Consumers could intuitively perceive the cleaning power through the onomatopoeia, while the catchy trademark—rich in sound symbolism and brand identity—vividly communicated the core selling point. Its rhythmic quality also reinforced consumer recall, successfully building differentiated brand recognition and providing strong support for sales growth.
Kobayashi Pharmaceutical also excels in using onomatopoeic trademarks, exemplified by its product “アンメルツ” (Ammerz). Originally featuring a straight-tube design, this shoulder/neck analgesic received consumer feedback about difficult back application. In response, the company launched a redesigned second-generation bottle with a sideways curve, naming it “アンメルツ ヨコヨコ” (Ammerz Yoko-Yoko: Ammerz Bendy Bottle). The onomatopoeia “ヨコヨコ” (Yoko-Yoko) vividly conveys the “sideways design for easier grip and application,” creating an instantly memorable product name. This successfully drove significant sales growth, becoming an exemplar of how onomatopoeic trademarks precisely communicate product value.
Akagi Nyugyo, an ice cream manufacturer based in Saitama Prefecture, Japan, owns the iconic product “ガリガリ君”. The onomatopoeia “Gari-Gari” mimics the sound of biting into crisp textures, vividly conveying the ice bar’s refreshing crunch and satisfying chewiness. The packaging features a cartoon boy with an open mouth mid-bite, creating a powerful synergy between auditory and visual symbols that reinforces consumer recall of the product’s unique texture. This appealing naming and packaging design rapidly established “ガリガリ君” (Gari-Gari-kun: Crunchy-kun) as a beloved national favorite in Japan.
Based on the above examples, Japanese companies demonstrate remarkable expertise in leveraging onomatopoeia to enhance product intuitiveness, imagery, and vividness. By transforming auditory symbols into unique brand memory anchors, they enable consumers to generate concrete scene associations upon hearing the names—an approach worthy of reference in our naming practices.
Furthermore, according to publicly available data from Japan’s trademark database (J-PlatPat), the widespread use of onomatopoeic and mimetic words in Japanese trademark registrations is particularly prominent. Taking the crunchiness-depicting onomatopoeia “サクサク” as an example, this trademark has been successfully registered for 33 marks across 9 Classes (Classes 3, 5, 8, 9, 21, 29, 30, 38, 42, and 43), among which registrations under Class 30 (food products) alone account for as many as 15 marks, representing nearly half of the total. This saturation has drawn academic attention, with scholars warning of potential depletion of premium onomatopoeic resources in the trademark landscape. Below, we examine select food texture-related onomatopoeic trademarks registered under Class 30 to illustrate current registration status:
Based on the trademark registration practices of Japanese food companies outlined above, a distinctive onomatopoeic-mimetic naming system has been systematically established. For instance, terms like “サクサク” (Saku-Saku: crispy sound) simulating food mouthfeel or “もちもち”(Mochi-Mochi: glutinous chewiness) conveying texture not only precisely transmit product attributes through cross-modal synaesthesia—linking phonetics with taste/tactile sensations—but also significantly boost brand memorability via the playful resonance of sound symbols. This three-dimensional branding approach, which interweaves product characteristics, brand symbols, and consumer cognition, offers actionable insights for Chinese food enterprises entering the Japanese market.
III. Comparative Analysis and Suggestions of Onomatopoeic Trademarks in China and Japan
As previously noted, significant divergences exist between Chinese and Japanese onomatopoeic trademark registration practices. Linguistically, Chinese onomatopoeia predominantly features disyllabic reduplication (e.g., “当当”Dang-Dang), emphasizing rhythmic cadence, whereas Japanese relies heavily on quadrimoraic reduplication (e.g., “きらきら”Kira-Kira), offering cross-sensory expressiveness. Regarding examination criteria, China prioritizes distinctiveness examination, frequently refusing marks deemed descriptive, while Japan adopts more lenient standards yet faces intense competition for premium sound resources. Strategically, Chinese enterprises tend to integrate cultural symbolism or establish secondary meaning through use, whereas Japanese counterparts focus on functional alignment with product attributes to reinforce memory anchors. Consequently, Chinese firms should enhance trademark originality and keep the use evidence preservation, while Japanese businesses could leverage cross-sensory value by pairing onomatopoeia with visual symbols for cohesive brand imaging. This comparative study provides valuable references for formulating global trademark strategies.
Additionally, the author recommends that both Chinese and Japanese enterprises prioritize the following three core dimensions when applying for onomatopoeic trademarks in China:
(i) Distinctiveness Design
In trademark naming strategies, it is advisable to avoid onomatopoeic terms that directly reflect product functions, and instead adopt innovative approaches. The following innovative pathways may serve as references:
(1) Creating unconventional onomatopoeic vocabulary (e.g., “哔哩哔哩” Bilibili replacing generic onomatopoeic expressions);(2) Employing compound word formation (e.g., “叮当快药” Ding-Dang MedExpress fusing sound symbolism with service attributes); (3) Adapting foreign onomatopoeia through transliteration (e.g., transposing Japanese “ドキドキ” into “Doki Doki” as shown below). These methods substantially enhance trademark distinctiveness and recognizability.
(ii) Cultural Adaptability
In the Chinese market, registering onomatopoeic trademarks necessitates alignment between syllabic rhythm and indigenous cultural imagery (e.g., the bell resonance connotation embedded in “当当” DangDang). For cross-border registration, full consideration must be given to linguistic conventions and cultural cognition disparities in target markets. For instance, Japanese enterprises filing trademark applications in China often require localization adjustments to onomatopoeic elements—such as Japanese kana predominantly being perceived as graphic designs in China.
Another example is, when entering the Chinese market, Kobayashi Pharmaceutical meticulously adapted its trademark strategy to convey the product’s core selling point of “ horizontal design for easier application and grip”. Beyond retaining the original Japanese trademark on packaging, the company strategically transformed the Japanese onomatopoeia “ヨコヨコ” (YokoYoko) into the culturally resonant Chinese phrase “弯弯樽装”(Wanwan Zunzhuang—literally “curved-bottle packaging”), concurrently submitting corresponding trademark applications.
(iii) Long-term Brand Building
Enterprises should implement multi-sensory integrated marketing strategies (e.g., the Japanese brand “ガリガリ君” (GariGarikun) integrates auditory onomatopoeia with visual iconography). Concurrently, they should accumulate use evidence through sustained advertising investment and user engagement, thereby reinforcing the trademark’s secondary meaning and enhancing brand asset. This facilitates a strategic upgrade from ”functional identification” to ”emotional resonance”.
Summary
Onomatopoeic trademarks, as sonic symbol carriers in brand building, manifest through their design disparities the distinctive linguistic systems, cultural cognition, and aesthetic orientations between Chinese and Japanese. Trademark registration practices in both jurisdictions demonstrate that exceptional onomatopoeic marks necessitate tripartite integration:
The phonological essence of the language itself, auditory translation of core brand values, and cultural-psychological expectations of target markets.
Looking forward, amid intensifying trademark resource competition, enterprises that enhance innovation and distinctiveness in onomatopoeic naming—while prioritizing consumers’ multisensory experience—and implement localized adaptations across linguistic markets without compromising global recognizability of sound symbols, will more effectively transcend linguistic and cultural barriers. This approach cultivates brand sonic icon with heightened distinctiveness and emotional resonance, thereby securing competitive advantage and building more resilient brand assets.
