Scandalously famous sushi delivery chain «Yobidoyobi» changed its name
The new name has already appeared on the company's official website and in its mobile app. The chain will now be called «Yoyoyoyoyo», writes RBC.
The company's transition to the new brand will happen gradually: first, the name was changed online, then it will appear in advertising, and signs on the establishments themselves will be replaced last.
The company explains the rebranding as a new development strategy. According to the network's representatives, the new name has long been associated with the brand. The company used the old name for the first ten years to attract attention and stand out among competitors, but now plans to expand its audience and geographical reach.
The name change also has a long legal history. In 2023, the Arbitration Court of Krasnoyarsk Krai ordered the chain to abandon the name «Yobidoyobi». The court found that it could be associated with obscene language and contradict generally accepted principles of humanity and morality.
Company representatives claimed that «Yobidoyobi» supposedly translates from Japanese as «day of the week — Saturday», but evidence of such a translation was not presented in court.
This chain has been operating in Belarus since the beginning of 2025. For the first time, delivery from «Yobidoyobi» started in Gomel, though under a different name — «Yo sushi and rolls». Today, under this brand, the chain operates in seven regions of Belarus — Baranavichy, Gomel, Slutsk, Minsk, Mogilev, Mozyr, and Salihorsk. As for the trademark, it is the delivery logo in the form of the letter «Ё».
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