In June 2019, Kim Kardashian West was accused of cultural appropriation after announcing her shapewear line KIMONO, a pun on her first name. Critics argued that her goal to trademark the term was disrespectful to Japanese culture, as her filing for the international trademarking of the term "kimono" would prevent Japanese people from selling their traditional garb under the same name. The issue sparked the emergence of a Twitter hashtag, #KimOhNo, where Japanese people – both native and diaspora – tried to explain the cultural significance the kimono has in their culture. Additionally, a petition was started on Change.org, hoping to prevent West from gaining the trademark. The petitioner, Sono Fukunishi, argued that allowing West to obtain the trademark would allow foreigners to begin associating the original kimono with underwear. West later received a letter from Kyoto's mayor, Daisaku Kadokawa, asking her to reconsider trademarking the name. Kyoto is considered to be the kimono capital of the world. West has since announced to rebrand her shapewear under the name SKIMS.