DotBrand Readiness in the Japanese Market

The fast-approaching second ICANN gTLD application period is another compelling moment in the evolution of the domain name industry. It has been over a decade since any organisation was able to apply for a dotBrand, and there has been a growing demand from brand holders across verticals and regions. The 2012 new gTLD round was a momentous occasion for the Japanese domain industry and brought the hitherto unknown aspects of the DNS into light for a multitude of businesses and brands.

The clamour for a second round started almost immediately as the announcement of the successful applications was made, with many brands seeing their competitors potentially stealing a march with their new dotBrands. Behind the scenes, the ICANN community started working on a comprehensive review of the whole program, from application to launch, spending years debating the detail. In the last few months, the finalisation of that work has been published, opening the door for the second round to begin in Q2 2026. Whilst that still may seem some way off into the future, many ambitious brands who see how owning their own TLD could create a competitive advantage for them in the online space are already in the feasibility and planning stage for the second round, ensuring they stay one step ahead of the process to be fast and first when the time is right.

Before we can explore the future, it is important that we look at some of the lessons from the past, especially when determining the opportunities that exist today and tomorrow in the Japanese market. With web usage predicted to continue to grow in the region, driven by the double-digit growth in mobile internet access, the opportunities for ambitious brands to create a digital advantage and move one step ahead of the competition and the bad actors has never been stronger. However, there are some important considerations when applying for a dotBrand.

Read more about dotBrand readiness and the Japanese market in our white paper.