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Nearly 200 People Change Legal Name to ‘Salmon’ in Order To Get Free Sushi

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At least 186 people in Taiwan changed their legal name to “salmon” this week in order to take part in a restaurant deal offering free sushi to anyone named after the fish.

The phenomenon, dubbed “Salmon Chaos,” has swept across the island nation of 23.5 million since the conveyor belt sushi chain Akindo Sushiro announced the two-day promotion on Monday.

Customers whose names include the exact characters “gui yu”—the Mandarin phrase for “salmon”—can dine for free at any of the restaurant’s branches across the country. Patrons who qualify can bring up to five friends before the deal ends Thursday.

It costs under $3 to apply for a new legal name and accompanying documents in Taiwan, but the process can only be done three times.

Akindo Sushiro’s marketing manager Wang Lee-ying told news station ETtoday that 186 customers had met the criteria and were offered free meals on Wednesday.

“Our internal figures show that nearly 200 Mr. and Ms. Salmons dined at our restaurants up to closing time yesterday,” she said. “I hope today’s numbers exceed yesterday’s—the more the merrier.”

“Taiwanese love salmon,” Wang explained, adding that the success of the promotion was “beyond expectations.”

Besides the free meal offer, the sushi chain is also giving discounts of 10 and 50 percent to diners whose names include one or two homonymic characters of “gui yu.”

Several thousand have taken part in the two-day promotion so far, according to local media reports.

Standout name changes have so far included “Salmon Donburi” and “Parmesan Cheese Salmon,” as well as various twists on the popular seafood.

An Akindo Sushiro conveyor belt restaurant in Taiwan.
Sushiro.TW

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