Judge orders Japanese food chain Yobidoyobi to change name

The Yobidoyobi sushi and roll delivery network is to change its name by decision of the Arbitration Court of the Krasnoyarsk Territory. This was announced today, April 10, in the press service of the court.

“The designation “Yobidoyobi” is contrary to the well-known principles of humanity and morality, since it is in the information field of an unlimited number of people and with a significant degree of probability can cause association with abusive profanity”, – the press service said in a statement.

The claim for the change of name was filed by the inter-district inspectorate of the Federal Tax Service No. 23 for the Krasnoyarsk Territory. The tax authorities considered the name “Yobidoyobi” “improper”. The owners of the infamous network were ordered to change their name, and they must do this within three months from the date the court decision came into force.

At the same time, the company itself claims that the name “yobidoyobi” is a transliteration of the Japanese expression, which translates as “The day of the week is Saturday.” However, the court noted that the defendant could not prove that Russian consumers perceive the name in this way.

The management of the company did not agree with the decision of the court and will appeal against it.

“The decision of the court has not yet entered into force. We will be filing an appeal. Until there is a final decision, we will not change the name of the legal entity,” – said a representative of the company, reports RIA Novosti.

The Yobidoyobi Japanese cuisine delivery network was founded in 2016 in Krasnoyarsk, but soon appeared in Moscow. Its owners from the very beginning relied on aggressive and provocative marketing.