Momofuku, the food and restaurant brand founded by David Chang, faced backlash after sending cease-and-desist letters to businesses using the term “chile crunch.” The brand’s Chili Crunch product, inspired by Chinese condiment chili crisp, gained popularity in the U.S. in recent years. Momofuku holds the trademark for “chile crunch” but also claims rights to “chili crunch” and has filed for similar trademark status with the U.S. Patent Office.
The actions by Momofuku sparked outrage, especially among small brands founded by Asian Americans who received the cease-and-desist letters. Many took to social media to voice their concerns, leading to a viral debate over the ownership of the generic term “chile crunch.” Initially standing by its decision to defend the trademark, Momofuku eventually reversed course and announced it would not enforce the trademark in the future, acknowledging the broader meaning of the term to the community.
One of the affected businesses, Homiah owner Michelle Tew, applauded Momofuku’s decision but emphasized the need for more to be done to support the Asian American and Pacific Islander community. Tew expressed gratitude for the community’s support and urged Momofuku to take further steps to demonstrate its commitment to diversity and inclusivity. The incident highlighted the complex dynamics between trademark protection and community values, prompting a reflection on the role of big brands in supporting small businesses.
