Ibhikawozi laseSan Jose laqamba kabusha ukudla kwalo okubhakiwe ngokuthi “ikhekhe le-mochi” ngemuva kokuthi i-Third Culture Bakery icele i-CA Bakehouse ukuthi iyeke ukusebenzisa igama elithi “mochi muffin.”
I-CA Bakehouse, ibhikawozi elincane, eliqhutshwa ngumndeni eSan Jose, yayikade ithengisa ama-muffin e-mochi iminyaka engaba mibili lapho kufika incwadi yokuyeka nokuyeka.
Incwadi evela eBerkeley's Third Culture Bakery icela i-CA Bakehouse ukuthi iyeke ngokushesha ukusebenzisa igama elithi “mochi muffin” noma ibhekane nesinyathelo somthetho. I-Third Culture yabhalisa leli gama njengophawu lokuhweba ngo-2018.
UKevin Lam, umnikazi we-CA Bakehouse, ushaqekile ngokuthi akasongelwanga ngokomthetho kuphela kodwa nokuthi igama elivamile kangaka - incazelo yokudla okulula okunamathelayo kwelayisi okubhakiwe ethini lama-muffin - lingabizwa ngokuthi uphawu lokuhweba.
“Kufana nokuthengisa isinkwa esivamile noma ama-muffin ebhanana,” kusho uLam. “Sisaqala nje, siyibhizinisi lomndeni elincane uma siqhathaniswa nabo. Ngakho-ke ngeshwa, sishintshe igama lethu.”
Selokhu i-Third Culture ithole uphawu lokuhweba lukahulumeni ngomkhiqizo wayo odumile, amabhikawozi abelokhu esebenza buthule ukuvimba izindawo zokudlela, ababhaki kanye nababhali bezincwadi zokudla ezweni lonke ekusebenziseni igama elithi mochi muffins. Isitolo se-ramen sase-Auckland sithole incwadi yokuyeka nokuyeka evela ku-Third Culture eminyakeni embalwa edlule, kusho umnikazi ohlangene uSam White. Igagasi lamabhizinisi nalo lithole izincwadi ezivela ku-Third Culture ngo-Ephreli, okuhlanganisa nebhizinisi elincane lokubhaka ekhaya eWorcester, eMassachusetts.
Cishe wonke umuntu owathintwa wavuma ngokushesha futhi washintsha igama lemikhiqizo yakhe — i-CA Bakehouse manje ithengisa “amakhekhe e-mochi,” isibonelo — yesaba ukungqubuzana nenkampani enkulu, enezinsiza eziningi ethengisa ama-muffin e-mochi ezweni lonke. Le nkampani yaqala impi yomkhiqizo.
Kuphakamisa imibuzo mayelana nokuthi ubani ongaba nesidlo sokupheka, ingxoxo ende neshisayo ezweni lezindawo zokudlela kanye nezindlela zokupheka.
I-CA Bakehouse eSan Jose yaqamba kabusha ama-Mochi Muffins ngemuva kokuthola incwadi yokuyeka nokuyeka evela ku-Third Culture Bakery.
UWenter Shyu, umnikazi weThird Culture, uthe waqaphela kusenesikhathi ukuthi ibhikawozi kufanele livikele umkhiqizo walo wokuqala nothandwa kakhulu. I-Third Culture manje iqasha abameli ukuthi baphathe izimpawu zokuhweba.
“Asizami ukuzibiza ngokuthi singobani igama elithi mochi, mochiko noma muffin,” kusho yena. “Kumayelana nomkhiqizo owodwa owaqala i-bakery yethu futhi wasenza saduma. Yileyo ndlela esikhokha ngayo izikweletu zethu futhi sikhokhela abasebenzi bethu. Uma omunye umuntu enza i-mochi muffin efana neyethu futhi (eyithengisa), yilokho esikufunayo.”
Iningi lababhaki kanye nababhali bezincwadi zokudla abathintwe ngale ndaba benqabile ukukhuluma esidlangalaleni, besaba ukuthi ukwenza kanjalo kungaholela esenzweni sezomthetho yisiko lesithathu. Umnikazi webhizinisi laseBay Area othengisa ama-muffin e-mochi uthe ubelokhu elindele incwadi ngokukhathazeka iminyaka eminingi. Lapho ibhikawozi laseSan Diego lizama ukuziphindiselela ngo-2019, iThird Culture yamangalela umnikazi ngokwephula uphawu lokuhweba.
Njengoba izindaba zencwadi yakamuva yokuyeka nokuyeka zisakazeka phakathi kwababhaki njengenethiwekhi yezingxoxo zama-dessert, intukuthelo yaqubuka eqenjini le-Facebook elinamalungu ayi-145,000 elibizwa ngokuthi i-Subtle Asian Baking. Amalungu amaningi alo angababhaki nabablogi abanezindlela zabo zokupheka zama-muffin e-mochi, futhi bakhathazekile ngesibonelo se-TM yezimpahla ezibhakiwe egxile esithakweni esivamile, ufulawa welayisi ogcwele ufulawa, osukela ekuqaleni kwamasiko amathathu ayekhona ngaphambili.
“Singumphakathi wabantu abathanda ukubhaka base-Asia. Sithanda i-mochi eyosiwe,” kusho uKat Lieu, umsunguli we-Subtle Asian Baking. “Kuthiwani uma ngelinye ilanga sesaba ukwenza isinkwa sikabhanana noma amakhukhi e-miso? Ingabe kufanele sibheke emuva njalo sesabe ukuyeka, noma singaqhubeka nokuba nobuciko futhi sikhululekile?”
Ama-muffin e-mochi awahlukaniseki endabeni yesiko lesithathu. Umnikazi-munye uSam Butarbutar waqala ukuthengisa ama-muffin akhe esitayela sase-Indonesia ezitolo zekhofi zaseBay Area ngo-2014. Aye athandwa kakhulu kangangokuthi yena nomyeni wakhe uShyu bavula i-bakery eBerkeley ngo-2017. Banwebeka baya eColorado (izindawo ezimbili sezivaliwe manje) naseWalnut Creek, ngezinhlelo zokuvula ama-bakery amabili eSan Francisco. Ababhulogi abaningi bokudla banezindlela zokupheka zama-muffin e-mochi eziphefumulelwe amasiko esithathu.
Ama-muffin ngezindlela eziningi abe uphawu lomkhiqizo wesiko lesithathu: inkampani ehlanganisa bonke abantu eqhutshwa umbhangqwana wase-Indonesia naseTaiwan owenza amaswidi aphefumulelwe ubuwena bawo besiko lesithathu. Futhi iyinto yomuntu siqu kakhulu: Le nkampani yasungulwa nguButarbutar nonina, owenza amaswidi, ahlukana nabo ngemuva kokuphuma emndenini wakhe.
Kwi-Third Culture, ama-muffin e-mochi “angaphezu nje kokuba yi-pastry,” incwadi yabo evamile yokuyeka nokuyeka ifundeka kanje. “Izindawo zethu zokuthengisa ziyizindawo lapho kukhona khona ukuhlangana okuningi kwamasiko nobunikazi futhi kuchuma khona.”
Kodwa futhi sekuwumkhiqizo ofiselekayo. Ngokusho kukaShyu, iThird Culture ithengise ama-muffin e-mochi ngobuningi ezinkampanini ezazizokwakha izinhlobo zazo zezimpahla ezibhakiwe kamuva.
“Ekuqaleni, sasizizwa sikhululekile, siphephile futhi sivikelekile ngelogo,” kusho uShyu. “Ezweni lokudla, uma ubona umbono omuhle, uwusebenzisa ku-inthanethi. Kodwa … akukho sikweletu.”
Esitolo esincane eSan Jose, e-CA Bakehouse ithengisa amakhulu amakhekhe e-mochi ngosuku anokunambitheka okufana ne-guava namakinati ebhanana. Umnikazi kwadingeka ashintshe igama le-dessert ezimpawini, ezincwajana kanye nakuwebhusayithi yebhikawozi - yize iresiphi ibilokhu isekhaya kusukela uLam esemusha. Izikhala zezokuxhumana zichaza lokhu njengokujikeleza kwabo kukhekhe likafulawa welayisi laseVietnam i-bánh bò. Unina, osebenze embonini yokubhaka eBay Area iminyaka engaphezu kwengu-20, wadidwa ngumqondo wokuthi inkampani ingafaka uphawu lwento evame kangaka, esho.
Umndeni wakwaLim uyasiqonda isifiso sokuvikela imisebenzi okuthiwa ingeyemvelo. Bathi bayibhizinisi lokuqala laseMelika ukuthengisa ama-waffle aseNingizimu Asia anongwe nge-pandan eLe Monde, ibhikawozi langaphambilini lomndeni eSan Jose, elavulwa ngo-1990. I-CA Bakehouse izibeka "njengomdali we-waffle eluhlaza yokuqala."
“Sesilokhu siyisebenzisa iminyaka engama-20, kodwa asikaze sicabange ukuyithengisa ngoba iyigama elivamile,” kusho uLam.
Kuze kube manje, kubonakala sengathi ibhizinisi elilodwa kuphela elizame ukuphikisa uphawu lokuhweba. I-Stella + Mochi ifake isicelo ngasekupheleni kuka-2019 sokususa uphawu lokuhweba lwe-mochi muffin lwe-Third Culture ngemuva kokuba i-bakery yase-Bay Area icele i-Stella + Mochi yase-San Diego ukuba iyeke ukusebenzisa leli gama, amarekhodi abonisa. Baphikisana ngokuthi leli gama livamile kakhulu ukuba lingabizwa uphawu lokuhweba.
Ngokusho kwamarekhodi enkantolo, i-Third Culture yaphendula ngecala lokwephulwa kophawu lokuhweba elisola ukuthi ukusetshenziswa kwe-mochi muffins e-San Diego bakery kwabangela ukudideka kwamakhasimende futhi kwabangela umonakalo "ongenakulungiseka" edumeleni le-Third Culture. Icala laxazululwa zingakapheli izinyanga.
Abameli bakaStella + Mochi bathi imigomo yesivumelwano iyimfihlo futhi benqabile ukuphawula. Umnikazi weStella + Mochi wenqabile ukuxoxwa naye, ecaphuna isivumelwano sokungadaluli.
“Ngicabanga ukuthi abantu bayesaba,” kusho uJenny Hartin, umqondisi wezokuxhumana wesayithi lokusesha amaresiphi i-Eat Your Books. “Awufuni ukubangela inkinga.”
Ochwepheshe bezomthetho abathintwe yi-The Chronicle babuze ukuthi uphawu lokuhweba lwe-mochi muffin lwe-Third Culture luzosinda yini enseleleni yenkantolo. Ummeli wempahla yengqondo oseSan Francisco uRobin Gross uthe uphawu lokuhweba lubhalwe kurejista eyengeziwe ye-US Patent and Trademark Office kunerejista eyinhloko, okusho ukuthi alufanelekeli ukuvikelwa okukhethekile. I-Master Register igcinelwe izimpawu zokuhweba ezibhekwa njengezihlukile futhi ngaleyo ndlela zithola ukuvikelwa okwengeziwe ngokomthetho.
“Ngombono wami, isimangalo se-Third Culture Bakery ngeke siphumelele ngoba uphawu lwayo lokuhweba luchaza kuphela futhi alunakunikezwa amalungelo akhethekile,” kusho uGross. “Uma izinkampani zingavunyelwe ukusebenzisa amagama achazayo ukuchaza imikhiqizo yazo, khona-ke umthetho wophawu lokuhweba uyeqisa futhi wephula ilungelo lokukhuluma ngenkululeko.”
Uma izimpawu zokuhweba zibonisa “ukwahluka okutholiwe, okusho ukuthi ukusetshenziswa kwazo kugcwalise inkolelo engqondweni yomthengi yokuthi kuphela esebenzisa igama elithi ‘mochi muffin’,” kusho uGross, “kuzoba nzima ukuthengisa. , ngoba nezinye izindawo zokubhaka nazo ziyalisebenzisa leli gama.”
I-Third Culture ifake izicelo zophawu lwentengiso lweminye imikhiqizo eminingana kodwa ayikwazanga ukuzithola, okuhlanganisa i-"mochi brownie", i-"butter mochi donut" kanye ne-"moffin". Amanye ama-bakery anegama lokuhweba elibhalisiwe noma imibono ethile, njenge-Cronut ethandwayo e-New York City bakery uDominique Ansel, noma i-Mochissant e-Rolling Out Cafe, i-hybrid mochi croissant pastry ethengiswa ema-bakery e-San Francisco. Impi yophawu lwentengiso iyaqala phakathi kwenkampani yaseCalifornia cocktail kanye nenkampani yamaswidi e-Delaware ngamalungelo "ebhomu likashokoledi oshisayo." I-Third Culture, ekhonza i-turmeric matcha latte eyake yabizwa ngokuthi "i-Golden Yogi," yaqamba kabusha ngemuva kokuthola incwadi yokuyeka nokuyeka.
Ezweni lapho izindlela zokupheka ezidumile zisabalala khona ezinkundleni zokuxhumana, uShyu ubona izimpawu zokuhweba njengokuqonda kwebhizinisi. Sebevele bethengisa imikhiqizo yesikhathi esizayo engakaveli emashalofini ebhikawozi.
Njengamanje, ababhaki kanye nababhali bezincwadi zokudla bebexwayisana ukuthi bangakhuthazi noma yiluphi uhlobo lwe-dessert ye-mochi. (Ama-donuts e-mochi athandwa kakhulu njengamanje kangangokuthi izinkundla zokuxhumana zigcwele ama-bakery amaningi amasha kanye nezindlela zokupheka.) Ekhasini le-Facebook le-Subtle Asian Baking, okuthunyelwe okuphakamisa amagama ahlukile ukuze kugwenywe izinyathelo zomthetho—ama-mochimuff, ama-moffin, ama-mochin—— kubangele imibono eminingi.
Amanye amalungu e-Subtle Asian Baking aphazamiseke kakhulu yimiphumela yamasiko e-bakery, okubonakala sengathi inesithako, ufulawa welayisi onamafutha amaningi osetshenziselwa ukwenza i-mochi, onezimpande ezijulile emasikweni amaningi ase-Asia. Baphikisana ngokungafuni amasiko esithathu, kanti abanye bashiye ukubuyekezwa okungekuhle ekhasini le-Yelp le-bakery.
“Uma umuntu ebengathengisa okuthile okunesiko noma okunenjongo kakhulu,” njenge-halo halo yasePhilippines, “khona-ke bengingeke ngikwazi ukwenza noma ukushicilela iresiphi, futhi bengizokhungatheka kakhulu ngoba ibilokhu isendlini yami iminyaka eminingi,” kusho uBianca Fernandez, ophethe ibhulogi yokudla ebizwa ngokuthi iBianca eBoston. Muva nje usule noma yikuphi ukukhuluma ngama-muffin e-mochi.
Elena Kadvany is a staff writer for the San Francisco Chronicle.Email: elena.kadvany@sfchronicle.com Twitter: @ekadvany
U-Elena Kadvany uzojoyina i-San Francisco Chronicle ngo-2021 njengentatheli yezokudlela. Ngaphambilini, wayengumlobi we-Palo Alto Weekly kanye nezincwadi ezingodadewabo ezikhuluma ngezindawo zokudlela kanye nemfundo, futhi wasungula ikholomu kanye nephephandaba le-Peninsula Foodie.
Isikhathi sokuthunyelwe: Julayi-30-2022