Momofuku, a renowned food and restaurant brand founded by David Chang, faced backlash after sending cease-and-desist letters to businesses using the term “chile crunch” for their products. The brand’s Chili Crunch, a spicy oil with dried peppers and other flavorful ingredients, was launched in 2020 as a variation of Chinese condiment chili crisp. The trend of chili crisp and hot sauces has been on the rise in the U.S., prompting Momofuku to acquire the trademark for “chile crunch” from Chile Colonial in 2023.
The controversy sparked debate as Momofuku sent cease-and-desist letters to small businesses primarily owned by Asian Americans, causing an outcry on social media. While initially defending its trademark, Momofuku eventually chose not to enforce it, acknowledging the broader significance of the term “chili crunch” to the community. Michelle Tew, owner of Malaysian food brand Homiah, expressed gratitude for the decision but called for further actions from Momofuku to show support for the Asian American and Pacific Islander community and small businesses affected by the trademark dispute. The incident shed light on the importance of cultural sensitivity and collaboration within the food industry.