US chef’s bid to own ‘chili crunch’ name raises ire in Indonesia, Malaysia

David Chang tried to enforce a trademark for a chilli condiment popular across Asia before backing down and apologising. Medan, Indonesia – When Michelle Tew, the owner of Malaysia-based food company Homiah, received a cease and desist letter from American-Korean celebrity chef David Chang last month, she felt “sadness and betrayal”. The letter informed Tew that she had 90 days to stop using the term “chili crunch” on the labels of her sambal – a chilli-based condiment popular across Southeast Asia – as Chang had trademarked the phrase. “David Chang...