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As a small business owner in the Asian food space, Pham shared additional sentiments with \"Good Morning America,\" about how \"blocking young brands from using specific, easy-to-understand terms can be hurtful in getting off the ground.\"

\"One of the foundational building blocks of marketing is the naming and positioning of your product,\" she said. \"Getting this right can make or break consumer understanding and experience of your product.\"

Additionally, she shared the advice she would give to the small business owners at the center of the \"chili crunch\" dispute.

\"Keep your head up. While it may seem like there are strong forces trying to push your business down, you have an entire community of Asian Americans behind you who believe that rising tides raise all boats,\" Pham said. \"Your work is helping build power and mobility for other Asian food brands.\"

Dozens of other Asian food creators, chefs and business owners have chimed in on social media, flooding feeds with similar sentiments.

On Tuesday, Filipino chef, restaurateur and TV host Jordan Andino, took to Instagram to share his thoughts on the situation.

\"Shocked, disappointed, and confused,\" Andino wrote in the caption. \"Let's try and uplift the entire Asian diaspora. Strange way to try and make some money… especially at the expense of people who admire and look up to you.\"

View this post on Instagram

A post shared by Jordan Andino (@fork_knife)

An earlier version of this story was first published April 9, 2024 when representatives for Momofuku and David Chang did not respond to comment.

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