Momofuku Withdraws Defense of 'Chile Crunch' Trademark Amid Small Business Outcry

The decision follows intense backlash and social media uproar from small businesses, particularly those owned by Asian Americans.

Momofuku, led by David Chang, will no longer defend its trademark on 'chile crunch' after significant pushback from small businesses.
The trademark issue arose from cease-and-desist letters sent to small companies using the term, sparking a debate on its generic nature.
The outcry was amplified by the Asian American and Pacific Islander community, highlighting concerns over cultural and business impacts.
Momofuku acknowledged the term 'chili crunch' has a broader significance, leading to their decision to not enforce the trademark.
Affected business owners, like Michelle Tew of Homiah, welcomed the move but seek further actions to support the AAPI community.