Bakery wa ku San Jose adasintha dzina la zinthu zake zophikidwa kuti "keke ya mochi" pambuyo poti Third Culture Bakery idapempha CA Bakehouse kuti asiye kugwiritsa ntchito mawu oti "mochi muffin."
CA Bakehouse, buledi laling'ono loyendetsedwa ndi banja ku San Jose, linali likugulitsa ma muffin a mochi kwa zaka pafupifupi ziwiri pamene kalata yoletsa ndi kuletsa inafika.
Kalata yochokera ku Berkeley's Third Culture Bakery ikupempha CA Bakehouse kuti asiye kugwiritsa ntchito mawu oti "mochi muffin" nthawi yomweyo apo ayi adzayang'anizana ndi milandu. Third Culture adalembetsa mawuwa ngati chizindikiro cha malonda mu 2018.
Kevin Lam, mwini wa CA Bakehouse, akudabwa kuti sikuti akuopsezedwa mwalamulo kokha komanso kuti mawu ofala ngati amenewa - kufotokozera zokhwasula-khwasula za mpunga zophikidwa mu chidebe cha ma muffin - akhoza kutchedwa chizindikiro cha malonda.
"Zili ngati kugulitsa buledi wamba kapena ma muffin a nthochi," adatero Lam. "Tikuyamba kumene, ndife bizinesi yaying'ono ya banja poyerekeza ndi iwo. Tsoka ilo, tasintha dzina lathu."
Kuyambira pamene Third Culture idalandira chizindikiro cha boma cha malonda ake odziwika bwino, makampani opanga makeke akhala akugwira ntchito mwakachetechete kuti aletse malo odyera, ophika buledi ndi olemba mabulogu azakudya mdziko lonselo kugwiritsa ntchito mawu oti mochi muffins. Sitolo ya ramen ku Auckland idalandira kalata yoletsa ndi kuletsa kuchokera ku Third Culture zaka zingapo zapitazo, anatero mwiniwake Sam White. Mabizinesi ambiri adalandiranso makalata ochokera ku Third Culture mu Epulo, kuphatikizapo bizinesi yaying'ono yophika buledi kunyumba ku Worcester, Massachusetts.
Pafupifupi aliyense amene analankhula naye anatsatira mwachangu ndipo anasintha dzina la malonda awo — mwachitsanzo, CA Bakehouse ikugulitsa “makeke a mochi,” — ikuopa kugundana ndi kampani yayikulu komanso yolemera yomwe imagulitsa ma muffin a mochi mdziko lonselo. Kampaniyo inayambitsa nkhondo yolimbana ndi mtundu wa malonda.
Zimadzutsa mafunso okhudza amene angakhale mwini wa chakudya chophikira, nkhani yayitali komanso yotentha m'malo odyera ndi m'dziko la maphikidwe.
CA Bakehouse ku San Jose inasintha dzina la Mochi Muffins pambuyo polandira kalata yoletsa ndi kuletsa kuchokera ku Third Culture Bakery.
Wenter Shyu, mwiniwake wa Third Culture, anati anazindikira msanga kuti bulediyo iyenera kuteteza chinthu chake choyamba komanso chodziwika bwino. Third Culture tsopano ikulemba ntchito maloya kuti ayang'anire zizindikiro zamalonda.
“Sitikuyesera kunena kuti ndife eni ake a mawu oti mochi, mochiko kapena muffin,” iye anatero. “Ndi nkhani ya chinthu chimodzi chomwe chinayambitsa buledi wathu ndipo chinatipangitsa kukhala otchuka. Umu ndi momwe timalipirira mabilu athu ndikulipira antchito athu. Ngati wina apanga muffin wa mochi womwe umawoneka ngati wathu ndipo (akuwugulitsa), ndicho chomwe tikufuna.”
Ambiri mwa ophika buledi ndi olemba mabulogu a chakudya omwe adalumikizidwa pa nkhaniyi adakana kulankhula pagulu, poopa kuti kuchita izi kungapangitse kuti anthu ena achitepo kanthu pamilandu. Mwini bizinesi wa ku Bay Area yemwe amagulitsa ma muffin a mochi adati wakhala akuyembekezera kalata kwa zaka zambiri. Pamene buledi wa ku San Diego anayesa kulimbana mu 2019, Third Culture idamanga mlandu mwiniwakeyo chifukwa chophwanya malamulo a malonda.
Pamene nkhani za kalata yomaliza yosiya kusuta fodya inafalikira pakati pa ophika buledi ngati kuti pali miseche yambiri, mkwiyo unabuka m'gulu la Facebook la anthu 145,000 lotchedwa Subtle Asian Baking. Ambiri mwa mamembala ake ndi ophika buledi komanso olemba mabulogu omwe ali ndi maphikidwe awoawo a ma muffin a mochi, ndipo akuda nkhawa ndi chitsanzo cha TM chophika buledi chomwe chimachokera ku ufa wa mpunga wokhuthala, womwe unayamba kalekale. Zikhalidwe zitatuzi zinalipo kale.
“Ndife gulu la anthu okonda kuphika ku Asia. Timakonda mochi yokazinga,” anatero Kat Lieu, yemwe anayambitsa Subtle Asian Baking. “Nanga bwanji ngati tsiku lina tidzaopa kupanga buledi wa nthochi kapena makeke a miso? Kodi nthawi zonse tiyenera kuyang'ana m'mbuyo ndikuopa kuyima ndikuyima, kapena kodi tingapitirize kukhala opanga komanso omasuka?”
Ma muffin a Mochi ndi osiyana ndi nkhani ya chikhalidwe chachitatu. Mwiniwake Sam Butarbutar anayamba kugulitsa ma muffin ake a ku Indonesia ku malo ogulitsira khofi a Bay Area mu 2014. Atchuka kwambiri kotero kuti iye ndi mwamuna wake Shyu adatsegula buledi ku Berkeley mu 2017. Adafalikira ku Colorado (malo awiri tsopano atsekedwa) ndi Walnut Creek, ndi mapulani otsegulira ma buledi awiri ku San Francisco. Ambiri olemba mabulogu azakudya ali ndi maphikidwe a ma muffin a mochi ouziridwa ndi zikhalidwe zachitatu.
Ma muffin akhala chizindikiro cha mtundu wachitatu wa chikhalidwe: kampani yophatikiza anthu onse yomwe imayendetsedwa ndi banja la ku Indonesia ndi ku Taiwan lomwe limapanga maswiti ouziridwa ndi chikhalidwe chawo chachitatu. Ndi yaumwini kwambiri: Kampaniyo idakhazikitsidwa ndi Butarbutar ndi amayi ake, omwe ankaphika makeke okoma, omwe adadula ubale wawo atapita kukaonana ndi banja lake.
Ponena za Chikhalidwe Chachitatu, ma muffin a mochi "ndi ochulukirapo kuposa makeke," kalata yawo yodziwika bwino yoti asiye kudya ndi kusiya kudya imati. "Malo athu ogulitsira ndi malo omwe pali malo ambiri olumikizirana chikhalidwe ndi kudziwika ndipo amakula bwino."
Koma yakhalanso chinthu chokondeka. Malinga ndi Shyu, Third Culture idagulitsa ma muffin a mochi ambiri kumakampani omwe pambuyo pake amapanga mitundu yawoyawo ya zakudya zophikidwa.
“Poyamba, tinkamva bwino, tili otetezeka ndi chizindikirocho,” anatero Shyu. “Mu dziko la chakudya, ngati muwona lingaliro labwino, mumaligwiritsa ntchito pa intaneti. Koma … palibe chifukwa choyamikira.”
Mu sitolo yaying'ono ku San Jose, CA Bakehouse imagulitsa makeke ambirimbiri a mochi patsiku okhala ndi zokometsera monga guava ndi mtedza wa nthochi. Mwiniwakeyo anayenera kusintha dzina la mchere pa zikwangwani, timabuku ndi tsamba lawebusayiti la buledi - ngakhale kuti njira yophikirayi yakhala ikugwiritsidwa ntchito kuyambira Lam ali wachinyamata. Zolemba pa malo ochezera a pa Intaneti zimafotokoza kuti ndi njira yawo yopangira keke ya ufa wa mpunga wa ku Vietnam yotchedwa bánh bò. Amayi ake, omwe agwira ntchito mumakampani ophika ku Bay Area kwa zaka zoposa 20, adadabwa ndi lingaliro lakuti kampani ikhoza kuyika chizindikiro cha chinthu chofala chonchi, adatero.
Banja la a Lim likumvetsa chikhumbo choteteza zinthu zomwe zimanenedwa kuti ndi zoyambirira. Amati ndi bizinesi yoyamba yaku America kugulitsa ma waffle aku South Asia okometsedwa ndi pandan ku Le Monde, buledi wakale wa banjali ku San Jose, womwe unatsegulidwa mu 1990. CA Bakehouse imadziika yokha ngati "wopanga ma waffle obiriwira oyamba."
"Takhala tikugwiritsa ntchito kwa zaka 20, koma sitinaganizepo zoti tigwiritse ntchito chifukwa ndi mawu ofala," adatero Lam.
Pakadali pano, bizinesi imodzi yokha ikuoneka kuti yayesa kutsutsa chizindikiro cha malonda. Stella + Mochi adapereka pempho kumapeto kwa chaka cha 2019 kuti achotse chizindikiro cha malonda cha Third Culture cha mochi muffin pambuyo poti buledi wa Bay Area adapempha Stella + Mochi wa ku San Diego kuti asiye kugwiritsa ntchito mawuwa, malinga ndi malipoti. Amati mawuwa ndi ofala kwambiri kuti asagwiritsidwe ntchito chizindikiro cha malonda.
Malinga ndi zolemba za khothi, Third Culture inayankha mlandu wophwanya malamulo a chizindikiro cha malonda ponena kuti kugwiritsa ntchito mochi muffins ku San Diego kunayambitsa chisokonezo kwa makasitomala ndipo kunawononga mbiri ya Third Culture "yosasinthika". Mlanduwu unathetsedwa mkati mwa miyezi ingapo.
Maloya a Stella + Mochi adati zomwe zachitika pa mgwirizanowu ndi zachinsinsi ndipo anakana kupereka ndemanga. Mwiniwake wa Stella + Mochi anakana kufunsidwa mafunso, ponena kuti sanaulule chilichonse.
“Ndikuganiza kuti anthu akuchita mantha,” anatero Jenny Hartin, mkulu wa mauthenga patsamba lofufuzira maphikidwe la Eat Your Books. “Simukufuna kuyambitsa mavuto.”
Akatswiri azamalamulo omwe adalumikizidwa ndi The Chronicle adafunsa ngati chizindikiro cha Third Culture cha mochi muffin chingapulumuke ngati khothi litapereka chigamulo. Loya wa zamalamulo Robin Gross, yemwe amakhala ku San Francisco, adati chizindikirocho chalembedwa pa kaundula wowonjezera wa US Patent ndi Trademark Office osati pa kaundula wamkulu, zomwe zikutanthauza kuti sichiyenera kutetezedwa mwapadera. Master Register imasungidwa pa zizindikiro zamalonda zomwe zimaonedwa kuti ndi zapadera ndipo motero zimalandira chitetezo chalamulo chochulukirapo.
"Malinga ndi maganizo anga, zomwe Third Culture Bakery yanena sizingapambane chifukwa chizindikiro chake ndi chofotokozera chabe ndipo sichingapatsidwe ufulu wapadera," anatero Gross. "Ngati makampani saloledwa kugwiritsa ntchito mawu ofotokozera pofotokoza zinthu zawo, ndiye kuti lamulo la chizindikiro limapitirira muyeso ndipo limaphwanya ufulu wa kulankhula."
Ngati zizindikiro za malonda zikusonyeza "kusiyana kwapadera, kutanthauza kuti kugwiritsidwa ntchito kwawo kwakwaniritsa chikhulupiriro m'maganizo mwa ogula kuti ndi okhawo omwe amagwiritsa ntchito mawu oti 'mochi muffin'," Gross adatero, "zidzakhala zovuta kugulitsa. , chifukwa ma buledi ena amagwiritsanso ntchito mawuwa."
Third Culture yapempha zizindikiro za malonda pazinthu zina zingapo koma yalephera kuzipeza, kuphatikizapo "mochi brownie", "butter mochi donut" ndi "moffin". Mabuki ena ali ndi mayina amalonda olembetsedwa kapena malingaliro enaake, monga Cronut wotchuka ku New York City bakery Dominique Ansel, kapena Mochissant ku Rolling Out Cafe, makeke osakanikirana a mochi croissant omwe amagulitsidwa m'mabuki ku San Francisco. Mkangano wamalonda ukubuka pakati pa kampani ya zakumwa zoledzeretsa ku California ndi kampani ya maswiti ku Delaware pankhani ya ufulu wokhala ndi "bomba la chokoleti yotentha." Third Culture, yomwe imapereka turmeric matcha latte yomwe kale inkatchedwa "Golden Yogi," idasinthidwa dzina pambuyo polandira kalata yoletsa ndi kusiya.
Mu dziko lomwe maphikidwe otchuka akufalikira kwambiri pa malo ochezera a pa Intaneti, Shyu amaona kuti zizindikiro zamalonda ndi nzeru za bizinesi. Akugwiritsa ntchito kale zizindikiro zamalonda zamtsogolo zomwe sizinawonekere m'mashelefu ophikira buledi.
Pakadali pano, ophika buledi ndi olemba mabulogu azakudya akhala akuchenjezana kuti asalimbikitse mtundu uliwonse wa mchere wa mochi. (Ma donuts a Mochi ndi otchuka kwambiri pakadali pano kotero kuti malo ochezera a pa Intaneti ali ndi malo ambiri atsopano ophikira buledi ndi maphikidwe.) Patsamba la Facebook la Subtle Asian Baking, zolemba zomwe zikusonyeza mayina ena kuti apewe kuweruzidwa ndi khothi—mochimuffs, moffins, mochins—— zabweretsa ndemanga zambiri.
Mamembala ena a Subtle Asian Baking adasokonezeka kwambiri ndi tanthauzo la chikhalidwe cha buledi, lomwe likuwoneka kuti lili ndi chosakaniza, ufa wa mpunga wokhuthala womwe umagwiritsidwa ntchito popanga mochi, womwe uli ndi mizu yakuya m'zikhalidwe zambiri zaku Asia. Adakambirana zokana zikhalidwe zachitatu, ndipo ena adasiya ndemanga zoyipa patsamba la Yelp la buledi.
“Ngati wina angatchule chinthu chachikhalidwe kapena chofunika kwambiri,” monga halo halo ya ku Philippines, “ndiye kuti sindingathe kupanga kapena kufalitsa njira yophikira, ndipo ndikanakhumudwa kwambiri chifukwa chakhala m’nyumba mwanga kwa zaka zambiri,” akutero Bianca Fernandez, yemwe amayendetsa blog ya zakudya yotchedwa Bianca ku Boston. Posachedwapa wachotsa chilichonse chokhudza ma muffin a mochi.
Elena Kadvany is a staff writer for the San Francisco Chronicle.Email: elena.kadvany@sfchronicle.com Twitter: @ekadvany
Elena Kadvany adzalowa nawo San Francisco Chronicle mu 2021 ngati mtolankhani wa chakudya. Kale, anali mlembi wa Palo Alto Weekly ndi mabuku ena ofotokoza za malo odyera ndi maphunziro, ndipo anayambitsa nkhani ya malo odyera a Peninsula Foodie ndi nkhani.
Nthawi yotumizira: Julayi-30-2022