The 'three-alls', which was a policy of "burn all, kill all, loot all" that
Japanese invading troops implemented during World War II in China, is under
application for registry as a trademark in China by Japanese company Fujian
Industry Co Ltd (Fujian Chanye Zhushihuishe), the Contemporary Gold newspaper
Ma, a manager at the Yujia Trademark Office in Hangzhou, east China's
Zhejiang Province, was surprised to see the 'three-alls' on the list of brand
applications on the Internet Wednesday morning, with the applicant being a
According to the law, newly applied trademarks have to go through a final
stage of being displayed on a notice list for three months before they are
officially registered. If there are no disputes or disagreements from others
towards the brand name during this period, it would be accepted as a trademark.
"There are only 19 days until the deadline on Aug 28," Ma said. "Everyone
with faintest knowledge of history knows what the 'three-alls' means. But the
company is planning to use the phrase to promote 'medicine, officinal drinks and
nutrients for human use'".
"Regardless of the company's motivation, it is inappropriate for a
multinational company to register a controversial and unprofitable trademark,"
The Trademark Law of the PRC states any item implying discrimination towards
the nation or is harmful to social morality must not be registered as a
trademark. Under this law, Ma says, the 'three alls' trademark is illegal.
Now Ma has announced his opposition to the three-alls to the authorities,
claiming the item might result in a bad effect on society. But he is still
worried the brand might be accepted if he loses the argument against his
The company that helped the Japanese company register, told the paper
Wednesday that they were just the business deputy, and the agent was eligible to
apply for any brand name they wanted.
An anonymous official with the Trademark Association of China believes the
'three-alls' would have been an ordinary trademark if it had been applied for by
a company from another country instead of Japan.
All citizens interviewed on the streets by the paper were against the
'three-alls' being registered.
A man surnamed Yang said he was happy that the application has been
questioned, because most people had no way to be informed about the notice list.
Another woman was doubtful of the company's motivation in using such a
trademark. "Everyone knows the meanings of the expression," she said. "All
Chinese people will fight against it."
The 'three-alls' policy was used by Japanese troops when they invaded
Northern China starting in October of 1938. Under the policy, 3.2 million people
were killed, 50 million livestock were slaughtered, and 89.5 million homes were
burned to the ground from 1938 and 1945 in Northern China alone, according to