Indawo yokubhaka yaseSan Jose yazithiya ngokutsha iimpahla zayo ezibhakiweyo ngokuthi “ikeyiki yemochi” emva kokuba i-Third Culture Bakery icele i-CA Bakehouse ukuba iyeke ukusebenzisa igama elithi “mochi muffin.”
I-CA Bakehouse, indawo yokubhaka encinci, eqhutywa lusapho eSan Jose, ibithengisa iimuffins zemochi malunga neminyaka emibini xa ileta yokuyeka nokuyeka yafika.
Ileta evela kwi-Third Culture Bakery yaseBerkeley icela i-CA Bakehouse ukuba iyeke ngokukhawuleza ukusebenzisa igama elithi "mochi muffin" okanye ibhekane nesenzo somthetho.Inkcubeko yesithathu ibhalise igama njengophawu lokuthengisa kwi-2018.
U-Kevin Lam, umnini we-CA Bakehouse, uyothuka ukuba akasongelwa ngokusemthethweni kuphela kodwa ukuba igama elinjalo - inkcazo ye-chewy sticky sticky rice snacks ebhaka kwi-tin ye-muffin - inokuthengiswa.
“Kufana nokuthengisa isonka esiqhelekileyo okanye iimuffins zebhanana,” utshilo uLam.” Sisandula ukuqalisa, silishishini elincinane losapho xa lithelekiswa nabo. Ke ngelishwa, sitshintshe igama lethu.”
Ukususela ekubeni iNkcubeko yesiThathu ifumene uphawu lwentengiso ye-federal kwimveliso yayo ye-iconic, ii-bakeries ziye zasebenza ngokuzolileyo ukumisa iindawo zokutyela, ababhaki kunye neeblogi zokutya kulo lonke ilizwe ekusebenziseni igama elithi mochi muffins.Ivenkile yase-Auckland ramen ifumene ileta yokuyeka kunye nokuyeka evela kwiNkcubeko yesiThathu kwiminyaka embalwa edlulileyo, wathi umnini-qabane uSam White.
Phantse wonke umntu oqhagamshelwe ngokukhawuleza wathobela kwaye waphinda wavelisa iimveliso zabo - i-CA Bakehouse ngoku ithengisa "amaqebengwana e-mochi," umzekelo - esoyika ukungqubana nenkampani enkulu, enezixhobo ezifanelekileyo ezithengisa iimuffins zemochi kwilizwe lonke. Inkampani yaqalisa imfazwe yohlobo.
Iphakamisa imibuzo malunga nokuba ngubani onokuba ngumnikazi wesitya sokupheka, incoko yexesha elide kunye neshushu kwindawo yokutyela kunye nelizwe leresiphi.
I-CA Bakehouse eSan Jose yathiya ngokutsha i-Mochi Muffins emva kokufumana ileta yokuyeka kunye nokuyeka kwi-Third Culture Bakery.
U-Wenter Shyu, umnini-ndawonye weNkcubeko yesiThathu, uthe waqaphela kwangaphambili ukuba i-bakery kufuneka ikhusele imveliso yayo yokuqala kunye neyona nto idumileyo.Inkcubeko yesithathu ngoku iqeshe amagqwetha ukuba ajonge iimpawu zorhwebo.
“Asizami ukubanga ubunini begama elithi mochi, mochiko okanye muffin,” utshilo.” Imalunga nemveliso enye eyaqala indawo yethu yokubhaka yasenza saduma. Yindlela leyo esiwahlawula ngayo amatyala ethu size sihlawule abasebenzi bethu.
Uninzi lwababhaki kunye neeblogi zokutya ezixutywe kweli bali zinqabile ukuthetha esidlangalaleni, zinoloyiko lokuba ukwenza oko kunokukhokelela kwisenzo somthetho yinkcubeko yesithathu.Umnini-shishini we-Bay Area othengisa i-mochi muffins uthe ubenexhala elindele ileta iminyaka.Xa i-bakery yaseSan Diego izama ukulwa emva kwe-2019, iNkcubeko yesiThathu yamangalela umniniyo ngenxa yokwaphulwa kwe-trademark.
Njengoko iindaba zamvanje zokuyeka kunye nokuyeka ileta zisasazeka phakathi kwababhaki njengothungelwano lwe-dessert ehlebezayo, umsindo wavela kwiqela le-Facebook le-145,000-ilungu elibizwa ngokuba yi-Subtle Asian Baking.Amalungu amaninzi alo ababhaki kunye neeblogi kunye neeresiphi zabo ze-mochi muffins, kwaye banenkxalabo malunga ne-precedent ye-root TM ebhakiweyo ebhakiweyo. umgubo werayisi glutinous, leyo isukela emva yokuqala Iinkcubeko ezintathu zazikho ngaphambili.
"Siluluntu lwabantu abathanda ukubhaka ama-Asia. Siyayithanda i-mochi eyosiweyo, "utshilo uKat Lieu, umseki we-Subtle Asian Baking. "Kuthekani ukuba ngenye imini siyoyika ukwenza isonka sebhanana okanye i-miso cookies?
Iimuffins zeMochi azinakwahlulwa kwibali lenkcubeko yesithathu.Umnini-Co-owner uSam Butarbutar waqala ukuthengisa iimuffins zakhe zesi-Indonesian kwiivenkile zekofu ze-Bay Area ngo-2014.Baye bathandwa kakhulu kangangokuba yena nomyeni wakhe u-Shyu bavula ivenkile yokubhaka eBerkeley ngo-2017.Banwenwela eColorado (indawo ezimbini kunye neendawo ezimbini ezivaliweyo eCreek). UFrancisco.Iiblogi ezininzi zokutya zineendlela zokupheka ze-mochi muffin eziphefumlelwe yinkcubeko yesithathu.
Ii-Muffins ngeendlela ezininzi zibe luphawu lwe-brand yenkcubeko yesithathu: inkampani ebandakanyayo eqhutywa yisibini sase-Indonesian kunye neTaiwanese eyenza iilekese eziphefumlelweyo zenkcubeko yesithathu.
KwiNkcubeko yesiThathu, iimuffins zemochi "zingaphezulu kwepastry," ileta yazo eqhelekileyo yokuyeka nokuyeka ifundeka.
Kodwa iye yaba yimveliso enqwenelekayo.Ngokutsho kwe-Shyu, iNkcubeko yesiThathu ithengise iimuffins zemochi kwiinkampani ezaziza kuthi kamva zenze ezazo iinguqulelo zezinto ezibhakiweyo.
“Ekuqaleni, besiziva sikhululekile, sikhuselekile kwaye sikhuselekile ngelogo,” utshilo uShyu.” Kwilizwe lokutya, ukuba ubona umbono opholileyo, uwuqhuba kwi-intanethi. Kodwa ...
Kwivenkile encinci yaseSan Jose, i-CA Bakehouse ithengisa amakhulu amaqebelengwane e-mochi ngosuku kwi-flavour efana ne-guava kunye ne-banana nuts.Umnini kwafuneka atshintshe igama le-dessert kwiimpawu, iincwadana kunye newebhusayithi ye-bakery - nangona i-recipe iye yahlala ekhaya ukususela ekubeni uLam wayekwishumi elivisayo. kwi-Bay Area iminyaka engaphezulu kwe-20, wayexakiwe ngumbono wokuba inkampani inophawu lwentengiso into eqhelekileyo, utshilo.
Usapho lakwa-Lim luyawuqonda umnqweno wokukhusela imisebenzi ebizwa ngokuba yi-original.Babanga ukuba lishishini lokuqala laseMelika ukuthengisa iiwaffles zaseMzantsi Asia ezinencasa ye-pandan e-Le Monde, indawo yokubhaka yangaphambili yosapho e-San Jose, eyavulwa ngo-1990.CA i-Bakehouse izibeka “njengomdali we-waffle eluhlaza yoqobo.”
“Sineminyaka engama-20 siyisebenzisa, kodwa asizange sicinge ukuyiphawula kuba ligama eliqhelekileyo,” utshilo uLam.
Ukuza kuthi ga ngoku, ishishini elinye kuphela libonakala lizama ukuchasa uphawu lokuthengisa.U-Stella + Mochi wafaka isikhalazo ngasekupheleni kwe-2019 ukuba asuse uphawu lwentengiso ye-Third Culture ye-mochi ye-muffin emva kokuba indawo yokubhaka ye-Bay Area icele i-San Diego's Stella + Mochi ukuba iyeke ukusebenzisa igama, iirekhodi zibonisa.Bathetha ukuba eli gama libanzi kakhulu ukuba lingathengiswa.
Ngokweerekhodi zenkundla, iNkcubeko yesiThathu yaphendula ngetyala lokwaphulwa kophawu lokuthengisa etyhola ukuba ukusetyenziswa kwe-bakery yaseSan Diego ye-mochi muffins kubangele ukudideka kwabathengi kwaye kubangele umonakalo "ongenakulungiseka" kwi-reputation yeNkcubeko yesiThathu.Ityala lalungiswa kwiinyanga.
Amagqwetha kaStella + Mochi athi imiqathango yolungiso yayiyimfihlo kwaye akavumanga ukuthetha.
“Ndicinga ukuba abantu bayoyika,” watsho uJenny Hartin, umalathisi wezonxibelelwano kwindawo yokukhangela iiresiphi ethi Yitya Iincwadi Zakho.” Awufuni kubangela ingxaki.”
Iingcali zomthetho eziqhagamshelwe yi-Chronicle zabuza ukuba i-trademark ye-Third Culture's muffin ye-mochi iya kusinda kumceli mngeni wenkundla. Igqwetha le-intellectual property yaseSan Francisco uRobin Gross uthe uphawu lokuthengisa ludweliswe kwirejista eyongezelelweyo yePatent yase-US kunye ne-Trademark kwirejista eyongezelelweyo kunerejista engundoqo, oku kuthetha ukuba ayifanelekanga ukukhuselwa okukhethekileyo.Iirejista ye-Mastermark esemthethweni igcinelwe ukukhuselwa okusemthethweni okungaphezulu kwaye kuqwalaselwe ukhuseleko olusemthethweni.
"Ngokombono wam, ibango leThird Culture Bakery aliyi kuphumelela kuba uphawu lwayo lwentengiso luchaza kuphela kwaye alunakunikwa amalungelo akhethekileyo," kusho uGross.
Ukuba iimpawu zorhwebo zibonisa "ukwahluka okufunyenweyo, okuthetha ukuba ukusetyenziswa kwazo kuzalisekise inkolelo kwingqondo yomthengi yokuba isebenzisa igama elithi 'mochi muffin' kuphela," utshilo uGross, "kuya kuba nzima ukuthengisa. , kuba ezinye iindawo zokubhaka nazo zisebenzisa eli gama."
INkcubeko yesiThathu ifake isicelo seempawu zorhwebo kwezinye iimveliso ezininzi kodwa ayikwazanga ukuzifumana, kubandakanywa "mochi brownie", "ibhotolo mochi donut" kunye ne "moffin".Amanye amabhakabhaka anamagama orhwebo abhalisiweyo okanye iimbono ezithile ezithe ngqo, ezifana neCronut ethandwayo kwivenkile yokubhaka yeSixeko saseNew York iDominique Ansel, okanye iMochissant eRolling Out Cafe, i-hybrid trade mochi eSanta. ukuphisa phakathi kwenkampani yaseCalifornia cocktail kunye nenkampani yeelekese yaseDelaware phezu kwamalungelo "kwibhombu yetshokholeyithi eshushu."Inkcubeko yesiThathu, esebenzela i-turmeric matcha latte eyake yabizwa ngokuba yi "Golden Yogi," yayithiya ngokutsha emva kokufumana ileta yokuyeka kunye nokuyeka.
Ehlabathini apho iiresiphi ezithandwayo zihamba ngentsholongwane kumajelo asekuhlaleni, u-Shyu ubona iimpawu zorhwebo njengengqiqo yeshishini.
Okwangoku, ababhaki kunye neeblogi zokutya baye balumkisana ukuba bangakhuthazi naluphi na uhlobo lwe-dessert ye-mochi. (Ii-donuts ze-Mochi zithandwa kakhulu ngoku ukuba i-social media ikhukuliswe ngamabhakabhaka amaninzi amatsha kunye neendlela zokupheka.) Kwiphepha le-Facebook le-Baking yase-Asia efihlakeleyo, izithuba ezicebisa amagama angamanye ukuphepha isenzo somthetho-i-mochimuffs, i-moffins, i-mochins--ifumene inqwaba yamagqabantshintshi.
Amanye amalungu oBhaka aseAsia acashile ayephazamiseka ngokukodwa yimpembelelo yenkcubeko yendawo yokubhaka, ebonakala inesithako, umgubo werayisi otyebileyo osetyenziselwa ukwenza i-mochi, eneengcambu ezinzulu kwiinkcubeko ezininzi zase-Asia.
"Ukuba umntu ebenokurhweba into ethile yenkcubeko okanye enentsingiselo," efana nePhilippines dessert halo halo, "ke andikwazi ukwenza okanye ukupapasha iresiphi, kwaye ndingakhathazeka kakhulu kuba ibisendlini yam iminyaka," utshilo uBianca Fernandez, oqhuba iblogi yokutya ebizwa ngokuba yiBianca eBoston. Usanda kucima i-muffin ekhankanyiweyo.
Elena Kadvany is a staff writer for the San Francisco Chronicle.Email: elena.kadvany@sfchronicle.com Twitter: @ekadvany
U-Elena Kadvany uya kujoyina i-San Francisco Chronicle ngo-2021 njengentatheli yokutya.Ngaphambili, wayengumbhali wabasebenzi bePalo Alto Weekly kunye neempapasho zoodade ezigubungela iindawo zokutyela kunye nemfundo, kwaye waseka ikholomu yokutyela yePeninsula Foodie kunye nencwadana yeendaba.
Ixesha lokuposa: Jul-30-2022