.sushiro
Is .sushiro a real TLD? Who’s applying to run it?
.sushiro is not contested. One application for it is on ICANN’s Reveal Day list, as of 7 October 2026. It is FOOD & LIFE COMPANIES LTD..
A single-company brand name, closed to the public: useful only to the owning restaurant chain, with no resale market.
the applicant company itself, for its own customer-facing sites, store and app links, and internal services; not available to outside registrants
The 2012 applications making the most similar bet. Chosen by AI from every string in that round, without being told what happened to any of them.
Both are a single restaurant-chain operator putting its own house brand on the TLD — a mass-market, high-store-count food-service company betting its namespace is worth owning as corporate identity rather than as a category anyone else could use.
Same bet shape in the same market: a Japanese consumer chain retailer whose name carries no meaning outside its own advertising, applying for its brand so the string works only if the company's domestic recognition is doing all the lifting.
Also a restaurant-business proper name applied for by the operator itself, though the bet leans on a small luxury hospitality name rather than a volume chain's household familiarity.
What a .sushiro domain is
.sushiro is not a TLD yet. It is a string on our record of the ICANN 2026 new gTLD round, filed under Brand. One application for it is on ICANN’s Reveal Day list.
Is the .sushiro domain extension real yet?
.sushiro is not yet a domain extension you can register: nothing resolves under it, and no registrar sells names in it. It is a string applicants have put forward in the ICANN 2026 new gTLD round, the process that decides whether it becomes one.
When can you buy a .sushiro domain?
You can’t yet. ICANN publishes every applied-for string on Reveal Day, 7 October 2026 at 18:00 UTC. A .sushiro name can only be registered after that, once the string is delegated and its registry opens.
Is .sushiro a real TLD?
Not yet. .sushiro is not in the DNS root, so nothing resolves under it. It’s here because .sushiro is on ICANN’s Reveal Day list of applied-for strings. Every entry on this page links to its source.
- FOOD & LIFE COMPANIES LTD. · first recordedICANN
“35632696T-T61168 · FOOD & LIFE COMPANIES LTD. · primary”ICANN
- Band chosen: 10-29 (vanity/narrow). The record shows a single application of ICANN type brand from FOOD & LIFE COMPANIES LTD., which marks this as a closed dot-brand: the string matches a restaurant brand name and there is no third-party buyer group, so end-use utility exists only for the owner and aftermarket value is effectively nil. It is not in the 30-49 band because no outside registrations happen at any volume or price; the only 'buyer' is the registry itself. It is not in the 1-9 band because the owner is a serious operating business that can plausibly use the namespace as a primary or secondary identity (short branded links, regional store sites, app deep links), as some first-round dot-brands have done by analogy, which is a real if narrow market. By analogy with earlier dot-brands, the most common outcome is light use or redirects to the existing .com/.jp presence rather than full primary-identity migration; a minority of brand registries have used their TLD as the main customer-facing address, and the retail/restaurant sector has tended toward the lighter pattern. Specific usage figures for comparable brand TLDs are unknown here and are reasoned from analogy only. Main market uncertainty: whether the owner commits to the string as its primary consumer identity across its home market and overseas stores, versus keeping it as a defensive or marketing-campaign namespace, which would place the score at the lower edge of the band.