David Chang Faces Backlash Over Chili Crunch Trademark Disputes With Small Companies

Celebrity chef David Chang is under fire for trying to enforce a trademark on "chili crunch" condiment, sending cease-and-desist letters to small companies.

Chang obtained rights to "chile crunch" in 2023 and filed for "chili crunch" in 2024; lawyers say this requires policing use to defend the trademarks.

Malaysian food brand Homiah, selling chili crunch based on a family recipe, was among those receiving a letter demanding they stop using the term.

Homiah's founder accused Chang of being a "trademark bully" against small, minority-owned businesses selling cultural foods.

Chang's actions prompted backlash from other Asian food creators who say the trademarks shouldn't have been granted on such generic terms.