Celebrity chef David Chang's Momofuku food brand initially sparked a backlash by trying to trademark "chili crunch" to keep smaller companies from using it. The conflict ended up bringing communities together instead.
At first, it seemed like celebrity chef David Chang's company, Momofuku, was dead-set on locking down the term "chili crunch" by trademarking it and sending cease-and-desist letters to small businesses using the name for their products. The aggressive move had mom-and-pop vendors hot under the collar, fearing a wealthy Goliath (named David) was trying to bully them over a common phrase, but according to CBC Radio, the chef has had a change of heart.
Momofuku Chili Crisp Drama
Initially, Chang's company claimed trademark protection for the catchy "chili crunch" name was deserved since they'd been branding their own wildly popular spicy condiment under that moniker since 2018. But many small sellers had been whipping up chunky "chili crisp" or "chili oil" toppings for years and recently adding "crunch" to their labels as the term took off. They argued Chang was overreaching by attempting to trademark such a generic phrase. I mean, seriously, can you imagine Jiff trying to trademark the term "peanut butter?" This is like that.
David Chang Has a Change of Heart
What could have turned into litigation became a teaching moment instead when Chang showed openness to small manufacturers' feelings about it. The chef acknowledged that the term "chili crunch" held deep Asian cultural significance, transcending any single company's branding. With humility, Chang announced Momofuku would no longer seek the "chili crunch" trademark, realigning priorities from profit to human interests. Chang's sincerity turned a potential PR crisis into a celebration of a generations-spanning chili crisp-making tradition no brand should ever own.
In the end, the "chili crunch" kerfuffle proved that even mighty food moguls can demonstrate a growth mindset by deferring to cultural preservation over capital gains. It's a recipe for becoming even more beloved in the public's eyes and a it's win for the little guy. In the meantime check out Chang's Chili Crisp Carbonara video!
