David Chang is trying to trademark 'chili crunch'

While we understand that legal measures are necessary for the trademark registration process, particularly in the case of “chile crisp” or “chile crunch,” we are concerned about the implications of targeting emerging startups, owned and operated by founders, who probably look up to Momofuku.

To gain further insights, we reached out to our friend Solomon Choi (who was on his way to a music performance), founder and former CEO of @16handles, a popular frozen yogurt franchise.

Solomon faced a similar situation with Momofuku eight years ago when he introduced a temporary flavor named “Mmmilk and cereal.”

Please share your thoughts in the comments below.

[righteouseats]

For those interested, @davidchang dropped a thorough response with his colleague Marguerite Mariscal via his podcast, The David Chang Show. Some highlights include:

• How Momofuku’s Chili Crunch was initially sued by a different owner of the trademark in 2023, and once they acquired the TM, in order to protect itself, they had to enforce it.

• While some of the recipients of the C&D are small startups, Chang expresses his frustration that some are actually bigger than his company in terms of the amount of money they've raised.

• David Chang apologizes and states that the trademark for “Chili Crunch” won’t be enforced, even though his colleague Marguerite admits the rightful concern that by not enforcing it, a bigger and more powerful company can take advantage of the situation.

Always good to hear both sides! 🤜🏼🤛🏼

[wrenwry]

Pretty sure Trader Joe’s had a product called Chili Onion Crunch years before Momofuku ever opened up shop. This trademark is ludicrous.

[kenshin]

Watch out Koreans, he might try to trademark gochujang or ssam next

[kestencoats]

Mofofuku’s Chili crisp is BLAND af and it’s FREAKING 8 DOLLARZ FOR A FEW OUNCES do yourself a favor and buy some laoghangma

[lmaoright]

David is korean american with a Japanese business name trying to trademark a chinese condiment. Is this considered cultural appropriation?

[milk__teee]

This is actually crazy. Crispy chilli oil is just a regular ass thing you can basically find anywhere. So sending cease and desists for Chilli crisp is crazy.

[salvatorenostrade]

Korean American under a Japanese brand trade marking a Chinese product oh the irony.

[Peyton]

The biggest idiot here is whatever judge let someone copyright "chili crunch." Literally takes one 1 second google search to show its been in use by everyone forever.

[ceceliatrempe]

Momofuku is known for treating their staff horrible and underpaying

[Von_]

🤣🤣🤣 bro must think hes christopher columbus claiming chili oil

[chunkycheesemonkey]

You can absolutely take someones flowers away and say, you know what fuck those guys

[purplexman]

Imagine copyrighting FLAVORS imagine coming up using generations of culture and handed down recipes to then claim chili oil fuck David Chang period

[badmon]

I don’t understand how could you have full control over a condiment, that is used in the household of the whole country by all citizens that is crazy

[taylortownsend]

Lee kum kee and Laoganma has had chili crunch/crisp forever way before momofuku ever came out 😂

[yo_stephen]

I’ve been against momofuku ever since I went to their Las Vegas location near my hotel and ordered ramen that was less flavorful than the instant kind at a grocery store yet still featured grocery store noodles.

[Torbox]

Don't lie for him. He owns the trademark for "Chile crunch" after buying it from the previous owner instead of fighting them in court when they sent him a C&D. He does NOT own the trademark for "chili crunch" which is what everyone has always called it and the literal name of the condiment. He then decided to be a scumbag equal to the person who went after him and started sending C&Ds to all the other brands who lable their product as what it literally is claiming the name was too similar but not the same as his trademark. Hopefully this puts all his terrible businesses and him in bankruptcy.

[fjdkslfjdkwhgioperwhgjkoldsf]

Wait I’m a bit confused. How is DC trademarking chili crunch? Is it the same as chili crisp? That shouldn’t even be possible. Brands like LaoGanMa have been selling it for decades. It’s like if someone put a trademark on dill pickles.

[JVLawnDarts]

Yeah this is like trademarking ketchup or mustard.

[reeferfranklin]

Just because you can do something doesn't mean you should.

[andresnrivero]

Momofuku is also not the first one to market a chile crunch or a chili crunch or a chili crisp or any variation. He’s just the one with the most lawyers and incentive to do be shady like this. Everyone else was just banking on being the best, his chili sauce is not that good it’s pretty average at best