Asian creators and chefs say there's plenty of room at the chili crunch table.
In this May 28, 2023, file photo, Chef David Chang participates in a culinary demonstration during the 2023 BottleRock Napa Valley festival, in Napa, Calif.is taking heat from fellow Asian food producers -- from chefs to smaller consumer packaged food brands -- who say they are disappointed by how he's chosen to try to enforce his trademark on a widely consumed, beloved chili crisp condiment, Chili Crunch.
"Ever since the early days of Momofuku, we've been working on a chili oil that has heat, texture, umami, and a proper balance of flavor. The result is Momofuku Chili Crunch," the company writes on its website. The company sent cease-and-desist letters to a number of companies on March 18, 2024, through the USPTO, including New York-based Malaysian food brand Homiah, which sells a product called Sambal Chili Crunch in two flavors,The letter stated that "Momofuku trusts that Homiah did not adopt the CHILI CRUNCH mark in bad faith or with an intent to create confusion.
Jing Gao, founder and CEO of Fly by Jing, which sells an all-natural, small batch Sichuan chili crisp sauce crafted in Chengdu, Sichuan,"The 'chile crunch' trademark should never have been granted. Just like 'chili crisp', it is a generic and descriptive term for a culturally specific condiment, one that has existed in Chinese culinary culture for hundreds of years," Gao stated.
As a small business owner in the Asian food space, Pham shared additional sentiments with "Good Morning America," about how "blocking young brands from using specific, easy-to-understand terms can be hurtful in getting off the ground."
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