Crunch Time

หลายคนน่าจะคุ้นเคยกับคำว่า ‘Crunch’ เป็นอย่างดี เพราะเป็นคำต่อท้ายของแบรนด์ซีเรียลชื่อดังในวันเด็ก ได้ยินคำนี้ที่ไร ทำให้รู้สึกอยากกินซีเรียล หรือเคี้ยวอะไรกรุบกรอบทุกที เพราะคำว่า ‘Crunch’ เองก็มีความหมายที่ถึงการเคี้ยวอะไรเสียงดังเหมือนกัน! วันนี้เราจะพาเพื่อน ๆ มารู้จัก ‘Chilli Crunch’ จะเหมือน หรือ แตกต่างจาก Crunch ที่เราเคยรู้จักรึป่าว?

Ps. อ่านให้จบ บทความนี้มีแจกของรางวัล

I’m a big fan of the word “crunch.” It sounds cool. It’s also one of those words in English that can mean totally different things. Here are three examples:

• The example you saw in the headline for this post, “crunch time,” is often used in competitive situations. It is something a boss or a coach might say when she or he wants the team to know they must be serious and work very hard if they are to be successful.
• If you’re “into” (interested in) exercise, then you probably know what “crunches” are. If you don’t, it’s a type of exercise you do to make your “abs” (abdominals) stronger.
• When we’re talking about food, the word “crunchy,” is used to describe things like chips (American) & crisps (British), nuts and crackers. Vegetables can be crunchy. Fruit, like an apple, can be crunchy. “Crunchy” is very similar to the word “crispy,” and often the words are used interchangeably. If there’s a difference, most people understand “crunchy” to be harder and heavier than “crispy.” Like a thick chocolate bar with big pieces of nuts in it would be “crunchy,” while a piece of deep-fried fish cooked “fish & chips” style would be “crispy.” (But note if you let that piece of fish get cold, it might change from “crispy” to “soggy” – like what happens with deep-fried bananas.

Chili oil but better

We’re talking about it today because the word “crunch” come up recently in the news. Do you know what “chili crunch” is? (Or “chile crunch”?) Or “chili crisp”? (Or “chile crisp”?) Chili/chile crunch/crisp is like chili oil but with more ingredients. It’s a condiment that you eat with food, like foreigners use ketchup or we in Thailand use Sriracha sauce. (The real Sriracha, not the sauce made in California!) Personally, I think it’s delicious!

There are many kinds from all over the world, but the most popular brands are made in China and the United States (and also Mexico). Some are even made here in Thailand. (I’ll tell you more about one of them later.) Here’s a screenshot from an article posted on Eater:

Same thing, different words

Most brands are called chili/chile “crisp,” but there are a few that use the word “crunch.” One of the most famous companies that make “crunch” is Momofuku, which is owned by celebrity chef David Chang. He’s American, but as you probably guessed from his name, he’s Asian. (His parents are from Korea.)

The reason chili/chile crisp/crunch become international news is because lawyers from Chang’s company started sending “cease-and-desist” letters to companies who used the word “crunch” together with chile/chili. Basically they were saying they invented the name. Many people called Chang a “bully.”

People all over the world weren’t happy with Chang, especially in Asia. Asians have been eating chili oil with chunks of crispy things in it for much longer than Americans. Eventually, however, Chang apologized. His company still owns the rights to “chile crunch” and are applying to trademark “chili crunch,” but he promised Momofuku’s lawyers will stop sending out those letters. I listened to this explanation on his podcast. It was very long and complicated.

Closer than you might think

Earlier I promised to tell you about one that’s made here. I happen to know a lot about it, because the person who makes it is … me. Surprise!

I’ve been making chili oils, first Japanese- and Chinese-style, for many years. Living here, my tastes have changed as I’ve learned more about Thai culture and food. My chili crunch contains a lot of Thai ingredients that makes mine different from others.

I call mine “crunch” instead of “crisp” because mine is crunchy, not crispy. The ingredients include Thai nuts, beans and seeds that are very crunchy! More crunchy than you can find in the US! Also I spell mine “chili” and not “chile” because “chile” is an American thing.

Am I afraid of being sued by David Chang? Nope. (Well, not yet anyway.)

Win a jar and taste for yourself

If you’re wondering, the full name is “Andy’s XXX Chili Crunch,” and the “X” stands for “extra” (X-tra). XXX means it’s not just x-tra good, it’s x-tra, x-tra, x-tra good. OK I’m biased but I think it’s awesome.

And here’s what it looks like on food:

If you’d like to know more, you can check out my IG page. Also, I’m giving my friends at Longdo jars of my chili crunch to give away as prizes.

สำหรับใครที่อยากลองชิม Chili Crunch วันนี้ Longdo Dict มีแจกฟรี! เพียงแค่คอบคำถามง่าย ๆ ว่า ถ้าเป็นคุณ จะเลือกกิน Chili Crunch กับอะไร ระหว่าง A) Steamed chicken หรือ B) Ice-cream พร้อมแชร์โพสต์นี้เป็นสาธารณะบน Facebook

ติด hashtag #ChilliCrunch #longdodict ก็มีสิทธิ์ลุ้นรับรางวัลได้เลย

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