Momofuko Will No Longer Enforce Chile Crunch Trademark After Small Business Blowback

Momofuko, the brand owned and operated by David Chang, will no longer enforce its trademark on the Chile Crunch name after a blowback from small businesses.

The Associated Press reports that Momofuko initially stated it was “obligated” to defend its trademark over fears that its name would be lost to a bigger company. However, the company has changed its decision.

On April 12, Chang released an episode of his podcast, “The Dave Chang Show,” apologizing and responding by announcing that Momofuku will no longer enforce the trademark. “Our activity here — our choice — is to do nothing. That is our action: inactivity, no enforcement, no policing of this trademark,” Chang stated. 

“Over the past week, we have heard the feedback from our community and now understand that the term ‘chili crunch’ carries broader meaning for many,” the company said in an emailed statement, as reported by the Associated Press. “This situation has created a painful divide between Momofuku, the AAPI community we care deeply about, and other companies sharing grocery store shelves. But the truth is, we all want the same things: to grow, to succeed and to make America’s pantries and grocery stores a more diverse place.”

Michelle Tew, who posted on LinkedIn regarding a cease-and-desist letter she received from Chang’s company, has since updated her original remarks on Instagram. Her initial commentary sparked a firestorm of comments on the social media site.

Tew, the founder and CEO of Homiah, initially wrote that she was a massive fan of Chang’s products. However, the small business owner wrote of the letter connected to her Sambal Chili Crunch product, “Not gonna lie — this felt like a punch in the gut.”

She has since updated her remarks since Chang’s pullback from proceeding forward legally, claiming that Momofuku’s decision is a “step in the right direction.”

However, she is hopeful the brand and Chang himself will commit fully to the Asian American and Pacific Islander community. She said, “I’m so grateful for this community that have spoken loudly in support of this and rallied around small businesses like mine.”