NEW YORK (AP) – Momofuku, the food and restaurant brand founded by food industry mogul David Chang, has announced that the name “Chili Crunch” has prompted protests and letters of cease and desist to other companies. He said he had no intention of defending the trademark. Businesses that use this term.
Momofuku started selling Chili Crunch products in 2020. Chili Crunch is a crunchy, spicy oil containing ingredients such as dried chili peppers, sesame seeds, and garlic. This is an imitation of the Chinese seasoning chili crisp and similar products from other countries. Chili crisps and other variations of hot sauce have gained popularity in the United States in recent years.
Momofuku acquired the trademark for the name “Chili Crunch” from Chile Colonial in 2023. Momofuku holds the trademark for “Chili Crunch,'' spelled with an “e,'' but also claims “common law'' rights to “Chili Crunch.'' A similar trademark application has been filed with the U.S. Patent Office for the spelling of “i,” but this is currently pending.
In March, Momofuku sent seven cease-and-desist letters to companies that were calling their products “Chili Crunch” or “Chili Crunch.” Most of the companies that received letters were small brands founded by Asian Americans.
As first reported by the Guardian on April 4, David Chan and Momofuku are very well-known in the Asian American and Pacific Islander community, especially since most of the brands are small. Several companies took to social media to complain that the letter was unfair. . Their complaint went viral, sparking a debate over whether Momofuku or anyone else could own the trademark for the generic-sounding chili or chili crunch.
Momofuku initially supported the action. The company said in a statement that it has a duty to protect its trademarks, and if it doesn't, it risks losing them to larger companies who could swoop in and copy its products. But by Friday, the company reversed course and announced it would no longer enforce the trademark.
“Over the past week, we listened to feedback from our community and realized that the term ‘chili crunch’ has a broader meaning to many people,” the company said in an emailed statement. . “The AAPI community that we care so much about, and the other businesses that we share our grocery store shelves with. It’s about making it a place, and that means we all want the same thing.”
Michelle Tew, owner of Malaysian food brand Homia, received a cease and desist letter from Momofuku on March 18 stating that she had 90 days to stop selling her Sambal Chili Crunch products. He was one of the owners who spoke out on social media.
Tew said in an Instagram post that Momofuku's decision not to enforce the trademark is “a step in the right direction,” but that Momofuku needs to demonstrate its commitment to the Asian American and Pacific Islander community. He said he expected them to make further efforts.
“I am so grateful to this community for vocally supporting this and rallying around small businesses like mine,” she said in a statement.
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