Scandalous Russian Public Catering Chain «Yobidoyobi» Registers Its Trademark in Belarus
The notoriously famous Russian sushi and roll delivery chain «Yobidoyobi» has decided to register its trademark in Belarus. The application for its registration appeared in the registry of the National Intellectual Property Center of the country, writes Office Life.
The Russian sushi delivery chain has been operating on the Belarusian market for over a year. It was announced in October 2024 that it planned to enter Belarus. At that time, the project team wrote that our country is a «priority region for the network's development» and also launched an advertising campaign to find franchisees in Belarus.
The «Yobidoyobi» delivery service first started operating in Gomel, albeit under a different name — «Yo Sushi and Rolls». Today, under this brand, the network operates in seven regions of Belarus — Baranavichy, Homiel, Slutsk, Minsk, Mahilyow, Mozyr, and Salihorsk. As for the trademark, it is the delivery service's logo in the form of the letter «Ё» (Yo).
The application for its registration in two classes of goods and three classes of services was submitted by the Belarusian company «Kamp'yutarny Ramonak» (Computer Daisy). Notably, the company's primary activity is listed as computer programming.
The company was founded in late March 2025 in Minsk. Its sole owner is Nadzeya Avanesava. Within the network's structure, she works as the head of the international division of «Yobidoyobi». Prior to this, Nadzeya worked on the Russian market in the local structures of American pizza chains Domino’s and Papa John’s, as well as in the structures of other companies in the food retail segment.
The «Yobidoyobi» network was launched in 2016 by entrepreneurs Dzmitry Pradzed and Kanstantsin Zimen from Krasnoyarsk. In Russia, the delivery service quickly became famous due to its scandalous name and provocative approach to marketing.
Thus, in December 2024, the company changed the name of its legal entity from «Yobidoyobi» to «Sushi with the prefix «sushi» following a lawsuit by Russia's FAS (Federal Antimonopoly Service). At that time, the agency reported that the original trade name was «consonant with words of obscene vocabulary, which have indecent content, and also contradicts public interests and principles of morality». However, for some franchisees, the brand name on the signs did not change, and some changed it to «Yo Sushi».
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