‘Felt like a punch in the gut’: Asian chilli crunch makers including from Malaysia hit back at Momofuku’s trademark application

A publicity shot for Momofuku chili crisp. Celebrity chef David Chang’s culinary empire has applied to trademark “chili crunch” in the United States, angering small producers. some of whom have received cease-and-desist letters from its lawyers. - Photo: Momofuku

HONG KONG (South China Morning Post/ANN): Momofuku, the culinary empire founded by celebrity chef David Chang, has sought to trademark the term “chili crunch” in the United States through the US Patent and Trademark Office (USPTO), preventing others from using the phrase to market their products.

The company filed its trademark application on March 29 with the USPTO. It already owns trademark rights to “chile crunch” in the US.