NEW YORK, NY – After facing criticism for enforcing their trademark on the term “chile crunch,” celebrity chef David Chang and his company, Momofuku, have reversed their decision, following public backlash.
In a recent podcast with Chang, Momofuku’s chief executive Marguerite Mariscal acknowledged the risk of larger companies potentially capitalizing on the “chile crunch” or “chili crunch” names. The company expressed a desire to avoid undermining the value of the trademark.
The company’s decision to no longer enforce the trademark comes after feedback from the community, recognizing the broader significance of the term “chili crunch.” Momofuku emphasized that they do not intend to control cultural terminology and will not be pursuing the trademark moving forward.
Criticism arose when Momofuku sent cease-and-desist letters to manufacturers using “chili crunch” in their product names, sparking outrage within the Asian American and Pacific Islander community and beyond. Chang and Momofuku were accused of stifling competition with a trademark that many felt was not distinctive enough for legal protection.
The reversal of Momofuku’s trademark enforcement was met with relief by Michelle Tew, the founder of Homiah, a company featuring sambal chili crunch with deep ties to Nyonya heritage in Malaysia. Tew expressed gratitude for Momofuku’s commitment to no longer enforce the controversial phrases.
Despite calls to retire the trademark entirely, Momofuku plans to retain the “chile crunch” trademark. Mariscal explained that relinquishing the trademark could potentially lead to another company securing it and enforcing it against others in the market.
Chang, acknowledging the controversy, expressed regret for any harm caused and emphasized Momofuku’s desire to promote fairness in the industry. The company’s decision not to enforce the trademark reflects a willingness to forego potential legal battles in favor of a more inclusive approach.