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Super Mario from Costa Rica

Super Mario from Costa Rica

In San Ramón, Costa Rica, there is a supermarket called "Super Mario" that has n serving the local community since 1973. Its founder, Don José Mario Alfaro González, created a brand that has nothing to do with Nintendo, despite the similar name. In this article, we will take a look at the history of this store and its dispute with the creators of Super Mario.

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The beginnings of Super Mario in Costa Rica

The “Super Mario” supermarket was founded in 1973, before Nintendo introduced its famous character to the market. The store became a favorite among the residents of San Ramón, and its yellow and blue logo featuring a shopping cart is recognizable throughout the region. The name “Super Mario” does not refer to Nintendo, but rather to the common Costa Rican use of “super” as a shortened form of “supermarket.” The store building is painted in the same colors as the logo, and the employees wear shirts in the same colors.

Trademark dispute

In 2013, the son of Don José Mario Alfaro González decided to register the name “Super Mario” as a trademark in Costa Rica. The application covered supermarket services and was accepted without objection from Nintendo. However, in 2024, when attempting to renew the registration, Nintendo filed an opposition, arguing that their trademark is well-known in Costa Rica and that González acted in bad faith. Nintendo claimed that the supermarket sold products featuring Super Mario characters and used their image on social media.

González's defense

González decided to defend his store and rejected the accusations of acting in bad faith. He argued that his supermarket mainly sells basic food products and has never promoted Nintendo products. He also pointed out that in Costa Rica, the word “super” is commonly used as a term for a supermarket. The Costa Rican trademark office agreed with González, stating that Nintendo had not provided sufficient evidence of the fame of its trademark in the country and that there was no risk of consumers confusing the store with video games.

Public feedback and next steps

The online community overwhelmingly supported González, describing Nintendo’s actions as petty and greedy. Nintendo does not plan to appeal the decision but has filed new trademark applications in Costa Rica, this time for online retail and sales promotion services.

This case demonstrates that owning a trademark in one sector does not automatically grant exclusive rights in other industries.

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Nintendo filed an objection, arguing that their trademark is well-known in Costa Rica and that González acted in bad faith

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