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David Chang and the Momofuku Brand

David Chang, chef and founder at Momofuku, has become somewhat synonymous in the U.S. with Korean fine dining, microwave cooking, and a host of Asian supermarket goods. Known as a celebrity chef, he’s no stranger to controversy and isn’t afraid to share his opinions online. Most recently, he faced backlash over his attempt to trademark the term “chili crunch” for the condiment sold under the Momofuku brand.

As a leader in the Asian American culinary space, Chang’s actions have sparked outrage from consumers, small-business owners, and fellow chefs. Many have taken to social media to express their disappointment with the situation.

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The Controversy Unfolds

In 2020, Momofuku introduced jars of chili crunch, a popular spicy condiment made with chilis and oil. The product gained widespread popularity in 2021, leading to various brands selling similar condiments with their own unique twists and names.

According to reports, Momofuku is in the process of trademarking “chili crunch” and has sent cease-and-desist letters to brands using similar terms in their product names. This move has sparked criticism from small-business owners like Homiah and Fly by Jing, who feel targeted by the trademark efforts.

Small Business Owners Speak Out

Stephen Coates, legal representative for Homiah, described Momofuku as a “trademark bully” for targeting smaller brands with cease-and-desist letters. Michelle Tew of Homiah expressed disappointment and sadness over the situation, while Jing Gao of Fly by Jing criticized the actions as hindering fair competition.

Eric Huang of Pecking House and Kerry Diamond of Cherry Bombe magazine also voiced their concerns about the trademark dispute, highlighting the implications for small businesses and the broader food industry.

What Lies Ahead?

It remains unclear whether the trademark initiative originated from David Chang himself or other executives at Momofuku. Many affected brands have been given 90 days to stop using the term “chili crunch” and comply with the cease-and-desist requests.

As the situation unfolds, some brands have opted to change their product names to avoid legal battles and associated costs. The impact of Momofuku’s trademark efforts on the culinary landscape and small-business community continues to be a topic of discussion and concern.

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