Barbie actor Simu Liu challenged David Chang's Momofuku to a taste test to settle the heated trademark scuffle over 'chili crunch' products.
David Chang’s renowned Asian cuisine brand Momofuku stirred up controversy by claiming exclusive rights over the term “chili crunch.”
David Chang’s culinary empire Momofuku is going after small and independent brands in a trademark tussle over “chili crunch” productsasking at least seven companies to stop using the phrases “chili crunch” and “chile crunch” on their product labels. “Homiah’s Sambal Chili Crunch product is personal and based on a family recipe from my Granny Nonie daring back to countless generations of Nyonya heritage in Penang, Malaysia,” she wrote on. “I was shocked and disappointed that a well-known and respected player in the Asian food industry would legally threaten me — a one-woman show operating on a much smaller scale — from selling a product that is part of my family’s history and culture.
Actor Simu Liu challenged Momofuku to a blind taste test and shared a list of small businesses with their own “delicious chili crunch sauces” To expand its trademark territory, Momofuku also filed a trademark for “chili crunch,” with an “i,” on March 29, 2024.
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