Momofuku retreats from defending its ‘chile crunch’ trademark following backlash from small businesses

Momofuku, the renowned food and restaurant brand founded by David Chang, has made a significant decision regarding its trademark on the name “chile crunch.” The brand announced that it will not defend its trademark on the term after facing backlash for sending cease-and-desist letters to other businesses using the same name.

The controversy began when Momofuku started selling its Chili Crunch product in 2020, a spicy oil infused with dried peppers, sesame seeds, and garlic. The product, inspired by Chinese condiment chili crisp, quickly gained popularity in the U.S. market alongside other variations of chili crisp and hot sauces.

Despite acquiring the trademark for “chile crunch” from Chile Colonial in 2023, Momofuku faced criticism for sending cease-and-desist letters to small businesses, mostly founded by Asian Americans, using similar names for their products. The move sparked a debate on whether a brand should have the right to trademark a generic term like “chile crunch.”

Initially standing by its actions to protect its trademark, Momofuku eventually reversed course after receiving feedback from the community. The brand stated that it would no longer enforce the trademark, acknowledging the broader meaning of the term “chili crunch” to many.

Small business owners, like Michelle Tew of Malaysian food brand Homiah, welcomed Momofuku’s decision but called for further actions to support the Asian American and Pacific Islander community. Tew expressed gratitude for the community’s support and emphasized the importance of standing up for small businesses in the face of trademark disputes.

The resolution of this trademark controversy highlights the power of community feedback and the importance of cultural sensitivity in the food industry. Momofuku’s decision to listen to the voices of small business owners and consumers reflects a commitment to inclusivity and diversity in the culinary world.