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Momofuku Backtracks on “Chile Crunch” Trademark

MAE ANDERSON, Associated Press

18 hours ago

Momofuku’s Controversial Decision

NEW YORK (AP) — Momofuku, a food and restaurant brand founded by David Chang, caused a stir by sending cease-and-desist letters to businesses using the term “chile crunch.” They have now decided not to defend their trademark, following backlash.

Momofuku released their Chili Crunch product in 2020, a spicy oil with dried peppers, sesame seeds, and garlic. The product was inspired by Chinese chili crisps and similar global products. The popularity of chili-based condiments has surged in the U.S. in recent years.

Trademark Dispute Details

Momofuku obtained the trademark for “chile crunch” from Chile Colonial in 2023. While they have rights to this exact spelling, they also claim “common law” rights to “chili crunch” with an “i,” with a pending trademark application.

The company sent cease-and-desist letters to seven businesses in March for using variations of “Chili Crunch” or “Chile Crunch,” mostly Asian American-owned brands.

The Public Backlash

Many recipients of the letters criticized Momofuku on social media for targeting small Asian American businesses. The incident sparked a debate on the ownership of such generic terms.

Initially defending their actions to protect the trademark, Momofuku eventually decided not to enforce it moving forward, citing community feedback.

Momofuku’s Reversal

In an emailed statement, the company acknowledged the broader significance of the term “chili crunch” and expressed a desire for harmony within the AAPI community and among grocery brands.

Owners like Michelle Tew of Homiah praised Momofuku’s decision but stressed the importance of further support to the AAPI community.

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