The fight over the trademarking of the Fijian word "bula" has escalated, with Fiji's Government announcing it will be officially contesting the trademark.

Key points: Fiji's Attorney-General said the Government was "shocked and outraged"

Fiji's Attorney-General said the Government was "shocked and outraged" An online petition to protect the word reached its 5,000-signature target on the day

An online petition to protect the word reached its 5,000-signature target on the day The word bula or combinations of words including bula have been trademarked at least 43 times in the US

Fiji's Attorney-General, Aiyaz Sayed-Khaiyum, said preparations were underway to lodge the necessary documentation with the United States Patent and Trademark Office.

He confirmed the matter would also be raised with the World Intellectual Property Organisation (WIPO).

Tensions have grown in recent weeks after Florida-based Ross Kashtan trademarked the common Fijian greeting for his bar Bula on the Beach, sparking heated online debate and a petition by those seeking to protect the word.

Mr Sayed-Khaiyum said Fiji's Government was "shocked and outraged" and described the bula trademark as a "blatant case of heritage-hijacking".

"We would never give permission for anyone — particularly someone outside of Fiji looking to profit — to effectively claim ownership of bula, a word so deeply-rooted in our national identity that it has become synonymous with Fiji itself," Mr Sayed-Khaiyum said.

"The idea that a single person could control the use of a word so dear to the hearts of Fijians is offensive, it is tone-deaf, and it is wrong — we will fight this trademark with every power international law affords."

Fijians hold "bula" close to their hearts, which may explain why there has been a massive online backlash. ( Reuters: Tim Wimborne )

Fijian anthropologist Tarisi Vunidilo's online petition reached its 5000-signature target on the day of the Government's announcement to fight the trademark.

She said she was "so elated" to see that the Government was launching legal action.

"With both the community and the Government working together I'm sure there will be some sort of movement," she said.

A copy of the certificate trademarking the word "bula". ( Supplied )

"I'm thinking it may be not as easy as we may think, however I'm kind of perceiving the fact that there will be some dialogue happening.

"It will be really good as well for the trademark office in America and also trademark offices around the world — with the support of WIPO in Geneva — that there should be some sort of guidelines that have to be developed so that questions needed to be asked to business people who want to trademark words, or music, or designs, or whatever they want to trademark, that it's not theirs."

The Fiji Government's move comes after a Fiji opposition MP, Niko Nawaikula, said he would consider taking the fight to the United Nations' mechanisms of redress for indigenous peoples.

The word bula, or combinations of words including bula, have been trademarked at least 43 times in the United States, as well as in other countries, including Australia.

The ABC sought comment from the Bula bar but were asked to make all requests via their website.

Previous requests made in writing received no response.