But joining this brand line-up, names drawn from Japanese such as "Taro" and "Kasai" are also said to be proving popular overseas in recent years. In Japan, the revised Family Register Act took effect in May 2025, requiring the readings of names to be added in family registers in the phonetic katakana syllabary. For so-called "kira-kira" names, or "sparkling" names with unorthodox readings, including foreign-style names and character names assigned to kanji, the revised law set a standard that readings differing from the original readings of the kanji must be "generally recognized as readings of characters used in names".
The legal revision was reported around the world, including by The New York Times. The German magazine Der Spiegel, in an article with a headlined translating as "Japan introduces stricter rules for children's names", presented names symbolized in kanji for "Pikachu", "Nike" and "Kitty" as examples of kira-kira names.
But as the German examples above show, "eccentric" names also exist in Europe and the United States.
As reported by Western media reports, there was a child in Britain in 2024 named "Everest", the same as the world's highest mountain. In the United States, "Kasai" is gaining popularity as a boy's name meaning fire, and several hundred children were given the name in 2025. It is also said to be derived from the Japanese word "kasai", meaning a destructive fire.
In some cases, however, courts have rejected unusual names, citing concerns including the risk that children could become targets of bullying.
In France in 2015, the court rejected the name "Nutella", the same as the popular chocolate spread, for a girl. In Sweden in 1996, there was reportedly a case in which parents tried to have a long name made up of 43 letters of the alphabet with no vowels and a number read as "Albin", but it was not approved.
At their core, both Japan's kira-kira names and the brand-inspired names of the West stem from the same place – a parent's deep wish to gift their child a special identity. However, as the legal backlash in Sweden, France, and Japan demonstrates, a name is never just a personal choice. It is a child's first introduction to the world, and striking the balance between 'memorable' and 'practical' is a global challenge that isn't going away anytime soon.

































