When Sushi Made People Change Their Names: The Bizarre ‘Salmon Chaos’ of Taiwan

In March 2021, Taiwan witnessed one of the most bizarre food-related phenomena in recent memory — an event so surreal that it earned a name of its own: “Salmon Chaos.”

It all started with a well-intentioned marketing campaign. A popular sushi restaurant chain launched a promotion offering free sushi to anyone whose name included the word “salmon” (鮭魚 / guī yú) — and they could even bring along some friends to join the feast for free.

What followed was nothing short of chaotic. More than 100 people flocked to government offices to legally change their names just to score a free meal. Yes — actual, official name changes just for sushi.

But it didn’t stop at simple names like “Mr. Salmon” or “Miss Salmon Roll.” Some individuals took creativity to the next level by incorporating entire sushi dishes into their legal names, resulting in ID cards that read like full restaurant menus: “Grilled Salmon Belly with Miso Soup,” “Seared Salmon Nigiri Combo,” or “Premium Sashimi Salmon Deluxe Set.” You could practically place an order just by reading someone’s name.

As funny as it sounds, there was a serious twist — Taiwanese law only allows citizens to change their names three times in their lifetime. A few people were so caught up in the excitement that they accidentally used up their final name change. That meant they were now permanently stuck with their fishy new identity. What started as a lighthearted marketing gimmick became an unforgettable life choice.

The whole event was dubbed “Salmon Chaos” (鮭魚之亂) by media outlets and quickly went viral online. It became a case study in how far people will go for free food — and just how powerful (or dangerous) a clever marketing stunt can be.

Imagine if a similar campaign happened elsewhere — say, in Europe or the US. Would people start naming themselves “Sir Cheeseburger Double Bacon Deluxe with Fries” or “Lady Pepperoni Pizza Extra Cheese Stuffed Crust”? Let’s hope not — but the thought alone is hilarious.

Beyond the laughs, the incident became a viral lesson in branding, human psychology, and unintended consequences. Civil servants had to process waves of absurd name change requests, and sushi lovers across the country had to decide: was it worth it?

One thing’s for sure — people will go to extraordinary lengths for free food. But next time, maybe a coupon would be safer than rewriting your entire identity.

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