New York (AP) – In a surprising turn of events, Momofuku, the renowned food and restaurant brand founded by David Chang, has announced that it will not be defending its trademark on the name “chile crunch.” This decision comes after widespread backlash following the issuance of cease-and-desist letters to businesses using the same term for their products.
The controversy arose after Momofuku introduced its own Chili Crunch product in 2020, a spicy oil infused with dried peppers, sesame seeds, and garlic. This product drew inspiration from Chinese condiments like chili crisp, which have been gaining popularity in the United States. Momofuku acquired the trademark for “chile crunch” from Chile Colonial in 2023, however, it also laid claim to “chili crunch” and sought trademark status for that variation.
In March, Momofuku sent cease-and-desist letters to seven companies using the terms “Chili Crunch” or “Chile Crunch,” most of which were small businesses owned by Asian Americans. The actions of Momofuku sparked outrage within the community, with many questioning the ethics of trademarking such generic terms associated with a traditional condiment.
Following public outcry, Momofuku initially defended its position, citing the need to protect its intellectual property. However, after facing intense scrutiny and backlash online, the company ultimately decided not to enforce its trademark moving forward. This decision was informed by feedback from the community and a realization of the broader significance of the term “chili crunch.”
Michelle Tew, owner of the Malaysian food brand Homiah, was one of the recipients of Momofuku’s cease-and-desist letter. While appreciating the change in stance by Momofuku, Tew emphasized the importance of the company taking further steps to support small businesses within the Asian American and Pacific Islander community.
Overall, the debate surrounding the trademark of “chile crunch” highlights the delicate balance between protecting intellectual property and fostering inclusivity within the food industry. The resolution reached by Momofuku signifies a step towards understanding and collaborating with diverse voices in the culinary world.