David Chang Faces Backlash for Trademarking 'Chili Crunch,' Seen as Bullying Small Businesses and Co-opting Cultural Food Term

Celebrity chef David Chang's company trademarked the term "chili crunch," sending cease-and-desist letters to other makers of similar chili crisp products.

There has been an uproar and backlash over this, with people calling Chang a "trademark bully" for targeting small businesses.

Chili crisp is seen as an important staple in many Asian and Asian-American kitchens, used for more than just a condiment.

There are concerns that trademarking a generic descriptor like "chili crunch" opens the door for brands to claim ownership over broad cultural food terms.

Some see trademarking common food names and terms as a battle for profits rather than celebrating cultural food traditions.