In response to a new Russian law, businesses in Novosibirsk are scrambling to replace English names and menu items with named in Cyrillic script. This movement, significant in its implications for cultural expression, is largely seen as a reaction to what is perceived as Western cultural invasion. Many restaurateurs and shop owners have actively painted over their existing signs, replacing them with Russian-sounding names, as they prepare to comply with the law's requirements.

In occupied Crimea, the local authorities have taken an even more aggressive stance, forcibly removing all signage that includes any foreign languages. This campaign extends beyond mere compliance with federal regulations; local leadership has proclaimed Crimea as a territory of Cyrillic, further tightening the grip on linguistic and cultural representation in the region.

The implications of this movement go beyond mere aesthetics. The entrepreneurs face challenges not only in changing their establishment's names but also in having to translate and modify menu items for compliance. Items like "bubble tea" or "fish and chips" must be rebranded, and many are left without clear guidelines on how to adhere to the new law. The situation reflects a broader trend towards increasing nationalism and cultural isolation within Russia, raising questions about the future of cultural diversity and expression in the country.