Momofuku Reverses Decision to Enforce “Chile Crunch” Trademark
After days of public backlash over enforcing its trademark for “chile crunch,” Momofuku, the renowned culinary company led by celebrity chef David Chang, has announced that they will no longer enforce it. The term “chile crunch” is commonly used by producers of Asian condiments, and Momofuku’s decision comes in response to feedback from the community.
Momofuku’s New Policy Raises Concerns
Momofuku’s new policy of not enforcing the “chile crunch” trademark raises concerns that larger companies like Costco or Trader Joe’s could produce similar products under the same names, potentially devaluing Momofuku’s trademark. In a podcast featuring David Chang, Momofuku’s chief executive Marguerite Mariscal acknowledged the risk but emphasized the company’s commitment to diversity in the marketplace.
Momofuku Responds to Feedback
Responding to the backlash, a Momofuku spokesman revealed the company’s decision to not enforce the trademark and acknowledged the broader meaning that the term “chili crunch” carries for many. The spokesman stated that Momofuku does not aim to claim ownership of a culture’s terminology and expressed their desire to promote a more diverse marketplace for pantry staples.
Momofuku’s Trademark Strategy Criticized
Momofuku’s previous efforts to enforce the “chile crunch” trademark faced criticism from the AAPI community and others. Many viewed the trademark as not distinctive enough, with the U.S. Patent and Trademark Office stating that it described an ingredient or characteristic of the product. The company’s purchase of the trademark from Chile Colonial in 2020 also drew controversy.
Mixed Reactions from the Community
The reversal of Momofuku’s trademark decision was met with mixed reactions. Michelle Tew, founder and CEO of Homiah, expressed relief as she risked losing contracts if she had to change the name of her sambal chili crunch condiment. However, some, including Tew, called for Momofuku to retract the existing trademark and withdrawal of their application for an alternate spelling.
The Ring of Trademark Ownership
In reconsidering the trademark, David Chang likened it to the ring in “Lord of the Rings” — difficult to get rid of. Emphasizing that Momofuku will now allow the use of the “chile crunch” name, Chang expressed the company’s uniqueness and sliced through the apprehensions of them trying to monopolize the market. He also urged others to suggest better plans if available.
Momofuku’s Stand Against AAPI Community Division
Addressing the divide between Momofuku and the AAPI community caused by the trademark controversy, the company’s spokesman expressed a shared desire for success and diversity. Momofuku hopes that by taking this new action, they can repair the relationship and shed the perception of being an “evil” company.
