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Al Jazeera

Business

Aisyah Llewellyn

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

David Chang United States Momofuku Al Jazeera Indonesia Malaysia Asia

Malaysian cuisine makes use of a chilli sauce called 'sambal' [Sadiq Asyraf/AP Photo]

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.

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