David Chang Is About to Shake Up the Umami Game

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Innovator, curser. Photo: Fernando Leon/Getty Images

The funny thing is that I can make some stupid fucking hipster dish with Dorito powder and serve it on roasted corn with fucking lime juice and people would eat the shit out of it. If I say, Thats got MSG in it, no ones going to say, Well, that sounds delicious. But if I put Doritos on itfor fucks sake, Taco Bells marketing it directly. The Momofuku chef is working to change not only the way people perceive glutamic acid, but also how they taste it. [BuzzFeed, Related]