Chiaki Kimura, CEO of LUNDATTE, will appear on October 6 at the Osaka-Kansai Expo for the session “The Power of IP to Change Tomorrow” as both a speaker and facilitator, sharing the company’s IP strategies from its early days.
The Social Issue: IP Risks Facing Startups
According to a survey by the Japan Patent Office (FY2021), only 46% of manufacturing companies and 14% of information and communication companies have IP strategies in place before founding.
Startups with limited resources often prioritize business development over trademark and design registration, leaving themselves vulnerable to imitation or infringement—sometimes threatening their survival.
This is particularly relevant for Japanese startups aiming to expand overseas. Even global corporations occasionally find that their brand names have already been trademarked in key countries, preventing their use. Trademarks operate on a “first-come, first-served” basis, and foreign infringement is common. Preparing from the earliest stage is often the only way to protect a business.
LUNDATTE’s Challenge: Pioneering “Gut Health × Underwear”
LUNDATTE offers Choii Boxers, men’s underwear designed to support gut health. Its seamless, waistband-free construction alleviates coldness and digestive discomfort, addressing men’s health challenges through fashion.
CEO Chiaki Kimura recognized the importance of IP even before founding the company, having learned about trademark disputes in the fashion industry while studying in the U.S. LUNDATTE has completed trademark registration for its company name and product name, obtained design rights, and filed patents—building a system that considers both defensive and offensive strategies from the very start.
Expo Session Overview
Program: The Power of IP to Change Tomorrow
https://www.inpit.go.jp/blob/expo2025/
Date & Time: Monday, October 6, 2025, 13:30–18:30 (4 sessions)
Venue: EXPO Messe (WASSE), Osaka-Kansai Expo
Organizers: Japan Patent Office
Content: This talk event features female entrepreneurs leveraging intellectual property domestically and internationally. Participants share experiences and engage in discussions, offering insights into using IP strategically for business growth.
LUNDATTE CEO’s Role: Chiaki Kimura will serve as both speaker and facilitator in the first session (14:15–15:10).
The event will feature female entrepreneurs and practitioners with experience in programs such as METI’s LED Kansaiand RED TOKYO, as well as Giraffes JAPAN. Many have won business contests or awards and will share initiatives combining social problem-solving with strategic IP use.
Message to Society
"Intellectual property isn’t just for large companies. It’s an asset every creator should protect. Trademarks are first-come, first-served, which is why thinking about IP from the idea stage can make a huge difference. Taking that first step to protect your ideas can become a force that changes the future, and that’s the message I want to share with those about to take action."
— Chiaki Kimura
Source: Japan Patent Office, Research Report on Intellectual Property Challenges Facing Startups (FY2021)
https://www.jpo.go.jp/resources/report/sonota/startup/document/index/startup_r3_hokoku_youyaku.pdf#page=9
