diff --git a/includes/class-wc-product-variation.php b/includes/class-wc-product-variation.php
index 9d68f77e20d..99fec657b14 100644
--- a/includes/class-wc-product-variation.php
+++ b/includes/class-wc-product-variation.php
@@ -299,6 +299,16 @@ class WC_Product_Variation extends WC_Product_Simple {
 		$this->parent_data = $parent_data;
 	}
 
+	/**
+	 * Get the parent data array for this variation.
+	 *
+	 * @since  2.7.0
+	 * @return array
+	 */
+	public function get_parent_data() {
+		return $this->parent_data;
+	}
+
 	/**
 	 * Set attributes. Unlike the parent product which uses terms, variations are assigned
 	 * specific attributes using name value pairs.
diff --git a/includes/data-stores/class-wc-product-variation-data-store-cpt.php b/includes/data-stores/class-wc-product-variation-data-store-cpt.php
index 0de72af9df8..51ec398ed74 100644
--- a/includes/data-stores/class-wc-product-variation-data-store-cpt.php
+++ b/includes/data-stores/class-wc-product-variation-data-store-cpt.php
@@ -55,8 +55,10 @@ class WC_Product_Variation_Data_Store_CPT extends WC_Product_Data_Store_CPT impl
 			throw new Exception( sprintf( 'Invalid parent for variation #%d', $product->get_id() ), 422 );
 		}
 
+		$product_name = get_the_title( $post_object );
+
 		$product->set_props( array(
-			'name'              => get_the_title( $post_object ),
+			'name'              => $product_name,
 			'slug'              => $post_object->post_name,
 			'date_created'      => $post_object->post_date,
 			'date_modified'     => $post_object->post_modified,
@@ -69,6 +71,21 @@ class WC_Product_Variation_Data_Store_CPT extends WC_Product_Data_Store_CPT impl
 		$this->read_extra_data( $product );
 		$product->set_attributes( wc_get_product_variation_attributes( $product->get_id() ) );
 
+		/**
+		 * Clean up old variation titles.
+		 * The "Product #" text is intentionally not wrapped in translation functions for a faster comparision. It was not inserted as a translated string:
+		 * https://github.com/woocommerce/woocommerce/blob/5fc88694d211e2e176bded16d7fb95cf6285249e/includes/class-wc-ajax.php#L776
+		 */
+		if ( __( 'Variation #', 'woocommerce' ) === substr( $product_name, 0, 11 ) || ( 'Product #' . $product->get_parent_id() . ' Variation' ) === $product_name ) {
+			$parent_data = $product->get_parent_data();
+			$new_title   = $parent_data['title'] . ' – ' . wc_get_formatted_variation( $product, true, false );
+			$product->set_name( $new_title );
+			wp_update_post( array(
+				'ID'             => $product->get_id(),
+				'post_title'     => $new_title,
+			) );
+		}
+
 		// Set object_read true once all data is read.
 		$product->set_object_read( true );
 	}