“Face card never declines.”
You’ve probably heard it; that catchy TikTok line that everyone repeats, remixes, and turns into a meme. Suddenly, it’s not just a phrase, it’s part of pop culture.
Now imagine this: you come up with your own viral catchphrase, but before you can even print it on a T-shirt, someone else files to trademark it. That’s what happened to U.S. influencer Jools Lebron, who coined “Very demure, very mindful”. When she tried to monetise her phrase, she found that someone had already filed a copyright and trademark claim over it.
It’s very much a modern-day digital obstacle, and one that is increasingly relevant to creators, influencers, and small business owners in Singapore and countries all over the world.
If a phrase you created started trending, it may be an opportunity presenting itself. This unassuming phrase could become an intellectual property (IP) of yours, valuable enough to be worth protecting.
Why Catchphrases Matter in the Digital Age
TikTok, Reels, and YouTube Shorts have changed how we connect with audiences. A single phrase can define your personality, style, or brand identity overnight.
Think about:
“Face Card Never Declines” – now synonymous with attractiveness.
“Slay Queen” – recognised worldwide as a compliment.
“Very demure, very mindful” – the phrase at the centre of a trademark dispute.
These short sayings can carry meaning, mood, and market value. They can be printed on merchandise, turned into product lines, or become part of your personal brand. That’s why more creators are starting to treat their words as brand assets, not just social content.
Can You Trademark a Viral Phrase in Singapore?
Yes, you can – but not every phrase qualifies.
According to the IPOS Trademarks Work Manual, slogans and catchphrases can be registered as trademarks. They are required to meet the same criteria as any other mark, primarily:
1. Distinctiveness
Your phrase must identify you as the source of goods or services, not just describe them.
“Just Do It” is distinctive in identifying Nike.
“Be Your Best” is too generic.
2. Non-descriptiveness
If the phrase merely praises or describes a product (“Fresh and Yummy”), IPOS may reject it.
However, a phrase can gain acquired distinctiveness over time if it becomes strongly associated with your brand through regular, public use. For example, if your phrase is consistently featured in your videos, products, or promotions, it could eventually be recognisable enough to qualify for protection.
The TikTok Challenge: Speed vs Protection
Virality happens overnight. Legal protection doesn’t.
Once registered, your trademark gives you:
- Exclusive rights to use the phrase in connection with your goods or services
- 10 years of protection, renewable indefinitely
- The ability to stop others from using or profiting off your phrase
But if the mark isn’t used for five consecutive years, it can be cancelled for non-use – so active utilisation matters.
In a world where content spreads fast, timing is everything. Filing early can make the difference between owning your viral moment and losing it.
A Realistic Scenario
Imagine a Singaporean creator comes up with the phrase “Eat First, Slay Later.”
It takes off on TikTok, and fans start tagging it everywhere.
Before the creator even thinks about legal protection, a local clothing business files a trademark for the same phrase in Class 25 (clothing, footwear, headwear). Now, the creator will be unable to sell merchandise or collaborate under that slogan without risking legal trouble.
How to Protect Your Catchphrase in Singapore
Here’s what you can do right now to protect your creativity:
- File early – before it’s viral.
Don’t wait until your phrase blows up. Apply for trademark protection through a registered trademark agent once you see its potential. - Use it commercially.
Sell products, run ads, or start collaborations under that phrase. It shows that your catchphrase is part of your business identity. - Do preliminary checks.
Use IPOS Digital Hub to search if anyone has already registered your phrase. - Keep records.
Save your first posts, screenshots, and invoices. These can serve as proof of your original use. - Get professional guidance.
An agent can help you avoid costly mistakes and ensure your application is strong.
Final Thoughts: Your Words Have Value, Protect Them
The internet moves fast, but ownership lasts.
Your viral phrase might start as a joke, a caption, or a one-liner, but it can quickly become part of your identity or business. Once it’s out there, anyone can use it unless you protect it.
In Singapore, turning creativity into ownership is straightforward with the right support.
How Trademark Agents Can Help
Filing a trademark might seem simple but doing it right is what truly protects your brand.
At Trademark Agents, we help creators, influencers, and businesses secure ownership of their ideas – quickly and confidently.
Our team can:
- Check if your catchphrase or slogan qualifies for protection
- File your trademark accurately and efficiently
- Advise the right classes for your goods or services
- Monitor for copycats or opportunistic filings
- Advise on objections or disputes
We bridge the gap between creativity and legal protection, helping you turn your viral idea into a lasting brand.
Talk to Trademark Agents today to safeguard your catchphrase and make your creative works truly yours.