David Chang’s renowned Asian cuisine brand Momofuku stirred up controversy by claiming exclusive rights over the term “chili crunch.”

The company recently sent out cease-and-desist letters to various food brands that use the title “chili crunch” or “chile crunch” on their product labels, sparking outrage among small-scale businesses that argued that they are being unfairly targeted.

The trademark tussle came up over a much-loved condiment known as chili crisp, known for its fiery bite and crispy texture made with roasted chili-infused oil. Fried bits of garlic, onion, spices, and herbs also add to the crunch. There are countless home recipes for making chili crisp, and numerous brands have their own version of the product stacked up in grocery aisles.

David Chang’s culinary empire Momofuku is going after small and independent brands in a trademark tussle over “chili crunch” products

Image credits: David Chang

Momofuku, founded by celebrity chef David, recently sent out letters reportedly asking at least seven companies to stop using the phrases “chili crunch” and “chile crunch” on their product labels.

One such business owner affected by this legal action is Michelle Tew, founder of the New York City-based Malaysian food brand Homiah. Michelle was told that her company has 90 days to change the name of her product called “Sambal Chili Crunch.”

Momofuku sent cease-and-desist letters to food brands over the use of the title “chili crunch” or “chile crunch” on their product labels

Image credits: David Chang

“Not gonna lie — this felt like a punch in the gut,” said Michelle, a self-proclaimed “Momofuku fan and supporter.”

“Homiah’s Sambal Chili Crunch product is personal and based on a family recipe from my Granny Nonie daring [sic] back to countless generations of Nyonya heritage in Penang, Malaysia,” she wrote on Instagram. “I was shocked and disappointed that a well-known and respected player in the Asian food industry would legally threaten me — a one-woman show operating on a much smaller scale — from selling a product that is part of my family’s history and culture.”

Michelle Tew, founder of Homiah, was told by Momofuku that she had 90 days to change the name of her product, “Sambal Chili Crunch”

 

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Actor Simu Liu turned up the heat with the controversy by accusing Momofuku of “bullying businesses.”

“Hey @momofuku, I hear you’re bullying businesses over [the] use of the term ‘chili crunch,’” the Barbie star wrote on X, formerly known as Twitter.

“As Chief Content Officer of MiLa, I propose a blind taste test of both our ‘chili crunch’ sauces. Winner keeps the name, loser (it’ll be you) backs off,” he added. “Game on?”

Actor Simu Liu challenged Momofuku to a blind taste test and shared a list of small businesses with their own “delicious chili crunch sauces”

Make sure you all check out all these amazing AAPI-run small businesses, each with their own delicious chili crunch sauces: pic.twitter.com/fWici2UOEp

— Simu Liu (@SimuLiu) April 9, 2024

David’s culinary empire secured the trademark for “chile crunch,” spelled with an “e,” through his company MomoIP LLC in 2023. This move transferred the rights to Momofuku over the term “chile crunch” from Chile Colonial, a company based in Denver.

To expand its trademark territory, Momofuku also filed a trademark for “chili crunch,” with an “i,” on March 29, 2024.

In light of the cease-and-desist letters being sent to small and independent companies, a spokesperson for Momofuku released a statement about the issue.

The David-created brand is “proud to stand alongside so many AAPI-founded brands making enormous and long-overdue changes in the space,” the spokesperson wrote in a statement to ABC News.

“When we created our product, we wanted a name we could own and intentionally picked ‘Chili Crunch’ to further differentiate it from the broader chili crisp category, reflecting the uniqueness of Chili Crunch, which blends flavors from multiple culinary traditions,” the statement added. “We worked with a family-owned company called Chile Colonial to purchase the trademark from them.”

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