Hey @momofuku, I hear you're bullying businesses over use of the term 'chili crunch'. As Chief Content Officer of MiLa, I propose a blind taste test of both our 'chili crunch' sauces. Winner keeps the name, loser (it'll be you) backs off.
— Simu Liu (@SimuLiu) April 5, 2024
Game on? ;)https://t.co/jidHIBQzf3
When one person stands up to a bully, it often inspires others to take action. Actor Simu Liu is among those now confronting celebrity chef David Chang's Momofuku empire, which faces accusations of being a 'trademark bully' for issuing cease-and-desist letters to smaller brands utilizing the term 'chili crunch', as reported by The Guardian.
Amidst increasing backlash against Momofuku's legal actions, Simu Liu, who also serves as Chief Content Officer of MiLA — one of the brands targeted by Momofuku's cease-and-desist — has proposed a unique solution. He challenges Chef Chang to a blind taste test, with the victor retaining rights to the 'chili crunch' name, while the defeated party agrees to withdraw their claim.
The challenge underscores the growing public resentment towards Momofuku's legal actions against smaller brands, following The Guardian's recent bombshell report.
How David Chang and his Momofuku team respond to this will be crucial to the brand's public perception as it looks to expand into the mainstream.
