Tashkent, Uzbekistan (UzDaily.com) — In March 2025, the Russian sushi and roll delivery chain "Yobidoyobi" opened its first restaurant in Tashkent, Forbes reports, citing the managing company.

The establishment operates in a delivery and takeaway format, with plans to launch six to seven additional locations in the capital by the end of the year, including a full-service restaurant with dine-in seating.

Unlike in Belarus, where the chain entered the market in December 2024 under the abbreviated brand name "Yo Sushi & Rolls", the company is operating in Uzbekistan under its original name.

According to local franchisee Ruslan Yakhin, the brand’s bold visual identity and provocative advertising campaign have helped attract public attention. A notable example was an outdoor advertisement in Uzbek that read:

"You can't say their name, but you can order them."

The company further boosted its marketing efforts through collaborations with influencers, partnerships with local brands, and social media giveaways.

Recognizing Uzbekistan as a promising market, "Yobidoyobi" is actively seeking new partners. Nadezhda Ovanesova, head of the brand’s international division, noted that the chain is expanding globally under its full name, entering Asian, Middle Eastern, and European markets.

Founded in 2016 in Krasnoyarsk, Russia, "Yobidoyobi" is now among Russia’s top 10 sushi delivery chains, operating over 250 franchise locations in 161 cities. The company has an international presence in Kazakhstan, Armenia, Azerbaijan, Belarus, Uzbekistan, and the UAE. In 2024, its total revenue, including franchise operations, reached RUB 7.5 billion.

In Russia, the company has faced legal disputes over its name, leading to a corporate rebranding. However, many franchisees continue to operate under the original brand, with the choice of signage left to regional partners.