The company names ZUBU, Chi Em Rot, Mot minh tao... nonsense but why are they still licensed?

ZUBU - Ảnh 1. — Many business names do not violate the prohibitions of the Enterprise Law but cause a lot of controversy - Photo: BINH KHÁNH compiled

According to experts, current laws have regulations when registering a business name, but choosing a "strange" name like ZUBU, Mot minh tao... will also lead to future limitations in raising capital, finding partners, and handling crises if any.

ZUBU, I'm Alone, Suddenly I'm Hungry ... and the Joke Brand

The story of naming a business suddenly became the center of attention after Ngan 98 was prosecuted by the investigation agency and determined that Ngan 98 was behind ZUBU Company. If considered alone, the name ZUBU may not create much controversy, but when combined with the logo and the way the image is expressed, this brand quickly became a hot topic of discussion.

A few years ago, public opinion was also stirred when a business filed a registration application with the name "One Man Limited Liability Company" at the Department of Planning and Investment of Ho Chi Minh City. Some people thought the name was "absolutely ridiculous", while others considered it a sign of boldness and creativity.

However, in the market there are still many "strange" business names such as "Smile", "Suddenly feel hungry" and recently Sisters' Company...

According to communications expert Nguyen Dinh Thanh - co-founder of Elite PR School, names that seem "weird" to the majority can be an effective communication strategy in a niche market.

"Businesses tend to be pragmatic in naming. Every product, service and brand strategy is geared towards the question: Can it sell? In the case of the name ZUBU Company of Ngan 98, the implication could be the same," Mr. Thanh commented.

Current law does not have specific regulations or criteria to evaluate cases like "ZUBU". This phrase can be understood in many different ways, depending on the feelings of the listener and reader.

However, according to Mr. Thanh, an unserious naming can create many consequences, such as difficulty in finding serious partners: partners are afraid of the brand image, reducing the ability to transfer or raise capital. Not to mention the "joking" name reduces the brand value. In addition, there are potential long-term risks to the image, difficulty in expanding the market because high-end customers or international partners find it difficult to accept.

Lawyer Quach Thanh Luc, Hanoi Bar Association, said that from a legal perspective, naming the enterprise established by Ngan 98 "ZUBU" does not violate current legal regulations.

"From a marketing perspective, it can be considered a way to create a brand highlight, but from a linguistic perspective, it is not clear enough to be considered offensive," Mr. Luc analyzed.

The lawyer also said that concepts such as "good customs" or "social norms" currently do not have specific legal connotations, making assessment difficult.

"The business registration authority is the place to determine this boundary when granting or rejecting a business name. They often rely on ethical values, customs, practices and social awareness to make decisions. However, in many situations, determining whether a name is offensive or not is not easy," said Mr. Luc.

The name reflects the business culture

Mr. Phan Phuong Nam - Deputy Head of the Commercial Law Department of Ho Chi Minh City University of Law - said that regulations on naming businesses already exist, but what is more important is the awareness and business philosophy of the person naming them.

Mr. Nam recounted a series of business names that sounded strange and would be offensive if read "rewritten". However, if considered purely in terms of wording, without any obvious violations, the registration agency would have almost no chance of rejecting them.

According to Mr. Nam, current law stipulates that when registering a business, the name only needs to be unique, not violate public morals and be pronounceable. However, these criteria lack clear quantification, making it difficult to handle "tricky" cases.

Refusal to grant a name is an administrative decision, so the management agency must have a solid reason and legal basis. If the refusal is unfounded, the enterprise can completely file a lawsuit to protect its rights. Therefore, the core issue does not lie in the legal regulations but in the founder's business awareness and philosophy.

"A serious businessman will not choose a name to shock. The name reflects the attitude, vision and self-respect of the business," he shared.

According to Mr. Nam, many startups deliberately choose a name to attract attention, then change it when they become more widely known. A brand name must be calculated for the long term, reflecting the values, culture and vision of the business. "Naming a company is like naming a child, it is part of the identity, it should not be arbitrary," he said.

The current trend of e-commerce development makes many businesses indifferent to brands, focusing only on products and sales. "When consumers only look at prices and online reviews, businesses easily overlook the name, but that is what prevents them from building a sustainable brand," said Mr. Nam.

Speaking with Tuoi Tre, a business owner in Hanoi also emphasized the need to take a more serious look at the meaning of naming a business.

"It sounds simple, but in fact, the name is the face, the message and the business manifesto of the founder. Naming a business is a serious act, requiring careful thought and clear professional awareness.

A good name must reflect the spirit of the business, which can be creativity, a desire for development, or a commitment to quality and business ethics," he emphasized.

Granted can still be revoked

Mr. Nguyen Dinh Thanh commented that the development of social networks has created a young generation that "dare to be different" in business. Internet language, memes or abbreviations have become the norm in their subculture.

"If that language is not harmful or illegal, it cannot be banned, but it partly reflects the deviation of language and online culture - a factor that is clearly affecting the way businesses are named today," he said.

Lawyer Phan Phuong Nam said that naming a "shocking" name is not a violation if it does not involve deceit or mislead consumers. However, any business name that is deemed offensive, the business registration authority can request a name change or revoke the business registration certificate with the business name that violates the prohibition.

This will be an administrative decision to correct errors in the review and approval process of granting business registration licenses by this agency.

BINH KHANH

Source: https://tuoitre.vn/dat-ten-cong-ty-zubu-chi-em-rot-mot-minh-tao-tao-lao-nhung-sao-van-duoc-cap-phep-20251017212649246.htm