David Chang Faces Backlash Over Attempts to Trademark 'Chili Crunch' Condiment

David Chang and his company Momofuku are seeking to trademark "chili crunch," sending cease-and-desist letters to at least 7 small businesses that sell their own chili oil condiments under similar names.

Many in the Asian American and Pacific Islander (AAPI) community are calling Chang's actions bullying and hypocritical, as he built his career popularizing Asian cuisine and is now trying to monopolize a traditional Chinese condiment.

Small business owners who received letters say there's room in the market for multiple chili crunches and Chang's actions feel like trademark bullying, trying to get them to back down due to legal fees.

There has been significant backlash and calls to boycott Momofuku products on social media from high-profile figures like Simu Liu and Chef Jon Kung as well as consumers and AAPI community members.

While some smaller businesses have already complied with demands due to lack of funds for a legal battle, the public dispute has brought greater visibility to affected AAPI-owned brands.