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All around the world, 伊藤 (Ito , Koji , Masahiro ) is a common unisex first name. The first name 伊藤 is habitual in Japan, where it is quite a rare boy's name, Israel, where it is quite a rare predominantly girly, but very seldom masculine name, and Indonesia, where it is quite a rare gender-neutral name. Measured by absolute frequency, it most frequently occurs in Japan, Indonesia, and China. Likewise, 伊藤 is the last name as well as the forename.
伊藤 is also a popular name for the fictitious and mythical characters: Koji Segawa , the fictional character of Kamen Rider J; Masahiro Shibata , the fictional character from Erast Fandorin series; Kohji Haneda , the fictional character from Detective Conan; Masahiro Adachi , the Working!!'s character and Masahiro Mashiro , character in Bakuman, and in many other works.