Momofuku, a renowned food brand founded by David Chang, recently faced backlash for sending cease-and-desist letters to businesses using the term “chile crunch.” The brand introduced its own Chili Crunch product in 2020, inspired by Chinese condiment chili crisp, which led to a surge in popularity of similar products in the U.S. Momofuku acquired the trademark for “chile crunch,” but the move sparked a debate on whether a generic term could be trademarked.
Following criticisms from small Asian American-owned businesses that received cease-and-desist letters, Momofuku decided not to enforce its trademark moving forward. The company acknowledged the broader meaning of the term “chili crunch” within the community and expressed a desire for unity and diversity in grocery stores. While some business owners, like Michelle Tew from Malaysian food brand Homiah, viewed this decision as a positive step, they also called for further actions to support the Asian American and Pacific Islander community and small businesses.
The incident underscored the power of social media in amplifying voices against perceived injustice and the importance of community support in defending small businesses. Momofuku’s reversal on trademark enforcement reflected a recognition of the value of inclusivity and collaboration in the food and restaurant industry. Moving forward, the focus should be on fostering a supportive environment for diverse businesses to thrive together in the marketplace.