Momofuku Backs Down on Chile Crunch Trademark After Backlash, But Retains Ownership

• After backlash, David Chang and Momofuku say they will no longer enforce their "chile crunch" trademark, though they will retain ownership.

• Momofuku's CEO acknowledged the term "chili crunch" is seen by many as too generic to trademark and they don't want to "own a culture's terminology."

• Competitor Michelle Tew, who makes a similar product, is pleased but wishes Momofuku would fully abandon the trademark application.

• Chang apologized for any hurt caused to the AAPI community but says surrendering the trademark opens the door for big companies to claim it instead.

• Momofuku hopes retaining ownership while not enforcing will satisfy critics, but Chang says they remain open to better solutions like donating it to charity.