The word "bula" translates to "life" in Fijian and can be commonly heard throughout the Pacific island nation as a form of greeting.

Key points: An online petition has been launched to fight the trademarking

An online petition has been launched to fight the trademarking Fijians have condemned the Florida businessman for "disrespecting" their culture

Fijians have condemned the Florida businessman for "disrespecting" their culture The word has been trademarked at least 43 times in the US, in various forms

Fijians hold "bula" close to their hearts, which may explain why there has been a massive online backlash to the trademarking of the word by a US businessman.

"Bula" was officially registered on the US trademark database this month by Ross Kashtan, owner of the Bula on the Beach kava and coffee bar in Florida.

The move has been widely criticised online and a petition has even been launched to fight it.

Fijian anthropologist and University of Hawaii academic, Tarisi Vunidilo, criticised the trademarking.

"I was quite upset and quite shocked at the same time, given that a person who is not of Fijian heritage, who may not even have an inkling of what the words mean ... is using this word which is so important to us Fijians, in the commercial setting," Ms Vunidilo told the ABC's Pacific Beat program.

Her shock was matched by a number of people posting online, including on the bar's Facebook page.

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"Fijians around the world are hearing that you are disrespecting our culture through taking 'Bula' as your name! Represent our Friendly Islands and maybe use our awesome 'hello' when you greet people but don't try and own the word," wrote one poster.

When the ABC called Bula on the Beach to ask for their thoughts on the backlash, we were told by staff to put our queries in writing, but these have so far gone unanswered.

The Florida bar also sells kava, a root-based drink that is consumed in Fiji and other South Pacific nations. ( Flickr: bdearth )

Latest in a long line of 'bula' trademarks

Inspection of the US trademark database reveals that 'bula' on its own and combined with other words has been trademarked at least 43 times in the United States, for goods and services such as stuffed toys and healthcare regulatory compliance consulting.

It has also been trademarked multiple times in Australia, including for bar services.

Fiji-based business lawyer Jon Apted said the scope of the latest trademark for Bula on the Beach was fairly restricted.

"The registration is limited to the US, so it doesn't affect anybody outside of the US who's not running a bar or a cafe," Mr Apted said.

"Because it's restricted to services, it doesn't even affect anybody who exports a kava product to the US, because that's a different trademark category.

"The legal effect of this registration is very, very limited."

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

This year a similar fight erupted over the use of the Hawaiian greeting "aloha" when Chicago-based restaurant chain 'Aloha Poke' trademarked the word and sent cease and desist letters to Alaska-based Hawaiian family business 'Aloha Poke Shop', ordering it to change its name.

It triggered calls for a boycott of the Chicago company.

In PNG this year, investigations were launched into the passing off of Chinese-made bilum bags as being locally-made.

In a similar vein, Fijian anthropologist Tarisi Vunidilo said she was protesting out of respect for traditional language.

"We are not here to negatively say things about his business venture, but it's basically the process of respect," she said.

"Have they actually consulted any Fijian or any organisation?

"[They could show] some sort of action that shows that they have some decency and some respect for our Fijian language."