David Chang’s company sent cease-and-desist letters to small companies using terms like ‘Chili Crunch’|david_shankbone|CC BY 2.0
Celebrity chef David Chang’s company Momofuku Goods sent cease-and-desist letters to small companies using terms like “Chili Crunch,” claiming trademark protection for its namesake chili condiment.
What happened?
Momofuku aims to trademark “Chili Crunch” with the USPTO, and it has already bought the rights to “Chile Crunch” last year.
Its actions caused an uproar among small businesses, including Homiah and MiLa, who received these letters.
Critics accused Momofuku of bullying and trying to monopolize a market rooted in Asian culinary traditions. They argue the term is generic, just like ‘siracha’ or ‘ketchup.’
Momofuku defended its actions, stating they aimed to protect innovation and prevent larger companies from exploiting the market.
Not just chili sauce
The dispute highlights broader issues of trademark law and competition in the food industry. Last year saw,
- A trademark dispute over “Taco Tuesday” between Taco Bell and Taco John’s.
- Chipotle hit rival Sweetgreen with a copyright infringement lawsuit over the latter’s salad named “Chipotle Chicken Burrito Bowl.”