"Sunrise" refers to the time limit in which a new top-level domain name is open to the enterprise or trademark owner before it is formally released. To avoid rush registration of enterprise name and trademark, within "sunrise", the new top-level domain name registration is only open to the enterprise, the trademark owner and the institution. After "sunrise", the domain name registration is open to the public, in compliance with the principle of first come, first served. Within "sunrise", two solutions are available if several eligible applicants propose registration of the same domain name.

1. First come, first served The domain name will be granted to the enterprise or the institution first filing the application. In 2006, registration of the domain name .eu adopted this principle.

2. Acquired through auction The domain name .asia, to be released in October, 2008 will adopt the principle that all applications filed within "sunrise" will be treated as the same-day application and the final winner will depend on the result of auction.