In anti-gender movements, the word gender has got a rich new life in recent years. In the Bulgarian language, the term has been appropriated from academic contexts, domesticated as dzhendar, toxified by anti-gender actors into various bizarre meanings, and turned into a slur. Even more worryingly, these intentionally malicious vernacular usages of dzendar have now found confirmation in formal parlance and have been codified in lexicographical sources, namely the dictionary of the country’s most prestigious academic institution. The present chapter presents a critical analysis of these ongoing misrepresentations and resignifications of ‘gender’ in Bulgaria as found in the Dictionary of New Words in the Bulgarian Language published by the Bulgarian Academy of Sciences. The analysis simultaneously highlights the issues pertaining to the translation and adoption of anglophone terminologies, and the skill of anti-gender actors in instrumentalizing these tensions via co-optations of meaning. Overall, the semantic resignification and codification that inserts a pejorative neologism in place of an actual term that has been pivotal in the struggle for equality highlights the wider role and responsibility of linguists in the face of increased mainstreaming of anti-genderism and anti-feminism.