F-word dooms Florida restaurant’s trademark

An about-to-open Asian restaurant is unable to get a trademark from the state because the name sounds “immoral.”

The name of the downtown West Palm Beach establishment: fuku.

"Everybody that I know who sees the name assumes it’s f-you," bypasser J.C. Reyz told WPTV for a story on

The owners say “fuku” is a wholesome Japanese word for good fortune.

Owner Paul Ardaji said he came up with the name while on a trip to Memphis with his business partner.

"We were walking down the street and I said fuku he looked at me strange but he got where I was going," Ardaji told the station.

The state Department of State Divisions of Corporations denied the trademark request because "the mark consists of, compromises or includes immoral, deceptive or scandalous matter."

"The state looks at things from a very narrow scope. I think they’ll realize it’s not our intention to be scandalous or deceptive," Ardaji said.