The Krasnoyarsk District Arbitration Court ordered the Yobidoyobi sushi chain to rename within three months. The ruling held that the brand name clashed with widely accepted morals, suggesting it could be interpreted as blasphemous or offensive.
According to the Krasnoyarsk branch of the Federal Tax Service, which filed the suit, the plaintiffs argued that the term “Yobidoyobi” may be seen by a substantial portion of consumers as containing an obscene element. The company maintained that its name is a literal translation of the Japanese expression for the day of the week, Saturday.
The court noted that no evidence had been presented showing that Russian consumers perceived the designation as an exact translation of the Japanese phrase “Saturdayweekday,” and emphasized that Russian law should be the primary lens for evaluating transliterations from foreign languages, including Japanese.
The judge described the contested word as a combination of two elements that together conjure a famous obscene term alongside a single letter, a conclusion reached in the absence of expert linguistic analysis. The court also stated that its decision was guided not by specialist linguists but by the perception of a broad segment of civil society who encounter the brand in everyday life.
The ruling asserted that identifying connotations of profanity does not require specialized knowledge or a formal linguistic assessment.
“They change the name, then they don’t like the sets”
In response, the Yobidoyebi management vowed to challenge the decision and to pursue further reviews if needed, insisting they will not alter the name. In an interview with socialbites.ca, co-founder Konstantin Zimen said additional surveys would be considered, but the company would stand by its branding.
He pointed out that the network has operated for eight years and often faces what he described as principled demands from authorities, sometimes resulting in calls to change the name or objections to various promotional elements. He framed the issue as a marketing matter and stated that the company remains calm about it.
He added that courts had previously ruled the name lawful, and expressed confidence that different authorities could interpret the matter in varying ways. He claimed Krasnoyarsk is the place where they began and that no one there has openly objected to the brand, describing the chain as well-known and well-liked by customers.
Company-related controversies
Yobidoyobi first opened in Krasnoyarsk in 2016 and has since expanded to more than 60 Russian cities, including Moscow. From the start, the brand relied on provocative marketing strategies, and its campaigns have repeatedly sparked controversy over the years.
In 2021, Volgograd’s regional office of the Federal Antimonopoly Service (FAS) deemed an advertisement featuring a set of KuniLi rolls to be obscene. In October 2022, Krasnoyarsk’s FAS office filed a suit over an advert featuring the phrase “Do you want Chpoki ki?” Yet etiquette demands to change the brand were not issued at that time.
Earlier, in 2016, Krasnoyarsk’s architecture department flagged the brand name, though subsequent FAS evaluations did not find advertising violations in that instance. In October 2021, Volgograd’s FAS said it would seek a formal request to the Federal Tax Service to initiate a lawsuit to rename the brand.
Zimen later told socialbites.ca that the company would not rename the brand. He argued that there is no legal mechanism in the country to force such a change and reiterated their stance against altering the name.
In August 2021, the chain apologized to the nation over advertising posts featuring a Black man. Soon after, Zimen said threats had been directed at him personally, and the chain’s website faced hacking attempts. Although Zimen had previously resisted removing the photos despite online feedback, the company ultimately paused certain advertising campaigns.
He noted that social media users accused Yobidoyobi of promoting multiculturalism following a post showing a Black man eating bread among Slavic-looking individuals. These accusations and threats intensified after a call from Vladislav Pozdnyakov, founder of the nationalist group Men’s State (banned in Russia), urging Telegram readers to post reviews and withhold payment.
The co-founder reported receiving threats, including death threats, and said the chain’s online presence had been targeted. Despite earlier claims that advertising would remain intact, the brand eventually paused some campaigns as a precaution.