I suppose you’re editing the root node of the model itself and then invalidate the edits by placing it in code. Given its an obj file the resulting file is a geometry so you can’t edit any subnodes. Try making a new scene file (new file menu) and adding the model to the root node there, then rotating the sub-geometry.
Try making a new scene file (new file menu) and adding the model to the root node there, then rotating the sub-geometry. New File → scene,open the scene (double click), add the model (select the model and press the “+” button on top), then select the model in the scene explorer and rotate it. More simple solution would be to rotate the model in the 3d editor though because the mesh is not pointing forward.