In 2019, the new emperor of Japan will take the throne.
And when the new emperor succeeds to the throne, the new era name will be adopted.
Many companies consider this as a business opportunity and are trying to register trademark containing characters of the new era name.
The trademark rights is granted to the company that applied for trademark registration earliest.
Therefore, as soon as a new era name is announced, Trademark Race to gain trademarks related to new era name will start.
By the way, the new era name itself can not be registered as a trademark.