Momofuku Faces Backlash After Cracking Down on Small Asian Brands Over 'Chili Crunch' Trademark

Momofuku started selling its Chili Crunch product in 2020 and acquired the "chile crunch" trademark in 2023, claiming rights to similar "chili crunch".

In March, Momofuku sent cease-and-desist letters to small, Asian American-owned brands also using the terms.

There was backlash against Momofuku for targeting small businesses with common food terms.

Momofuku initially defended its trademark enforcement but later reversed course due to community feedback.

Brands that received letters hope Momofuku does more to support the Asian American community after the controversy.