Momofuku started selling its Chili Crunch product in 2020, a crunchy spicy oil with dried peppers and other ingredients like sesame seeds and garlic, said it won't defend its trademark on the name “chile crunch” after it sparked an outcry by sending cease-and-desist letters to other businesses using the term.
Momofuku acquired the trademark for the name “chile crunch” from Chile Colonial in 2023. While Momofuku holds the trademark for “chile crunch,” spelled with an “e,” it also claims “common law” rights to “chili crunch” with an “i” and has filed for similar trademark status with the U.S. Patent Office for that spelling, which is still pending.
At first, Momofuku stood by its actions. It said in a statement it was obligated to defend its trademark or it risked losing it to a bigger company that might swoop and copy their product if it wasn't defended. But by Friday, the company reversed course and said it would not be enforcing the trademark going forward.