Beloved Chili Oil Faces No Threat from Trademark Dispute

Criticism erupted when Momofuku sent cease-and-desist letters to small chili oil companies over the term “chili crunch,” which it trademarked. Many pointed out that iconic Lao Gan Ma has thrived for decades without having to "bully" others.

Asian Americans note Lao Gan Ma, translating to "old godmother," predates newer chili oils by decades. It's been a nostalgic pantry staple, conjuring feelings of home.

Lao Gan Ma was created in 1984 by a woman named Huabi Tao, based on Guizhou province flavors. It was a household staple before similar condiments trended.

Unlike trendy, marketed brands, Lao Gan Ma has no big advertising push in the U.S. Its price and branding with an "Asian auntie" add comfort.

Many say there's room for multiple chili oils. Lao Gan Ma has long-term success without barring use of broad terms, which newer brands could learn from.