Expect Plenty of Flogging When David Chang Comes to Town, But It'll All Be of the Book Variety

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​Nobody ever said New York chef David Chang didn't have huevos, and we're not talking the slow-poached kind that show up in the ramen at Noodle Bar. Chang's thoughts about San Francisco chefs may have raised a crap storm in certain quarters locally, but that isn't stopping the master of Momofuku from dropping down at SFO early next month -- after, that is, a mini slog through national media. Chang's Beard-worthy cookbook and memoir, Momofuku (Clarkson Potter, $40) drops next Tuesday, same day he's slated for appearances on the Today Show and Late Night with Jimmy Fallon. Then on Nov. 5, Chang is scheduled for a two-hour signing fest at Williams-Sonoma in Union Square. Two days later (Saturday, Nov. 7) he shows up at Sur La Table in the Ferry Building, and on Sunday at Omnivore Books (with Jeremy Fox of Ubuntu). Between those S.F. appearances? pure speculation, but we wouldn't be surprised by Chang sightings at Incanto and/or Chez Panisse, where plates can get awfully figgy (Chang acknowledges both Chris Cosentino and Alice Waters in Momofuku shout-outs). What makes his S.F. appearance all the ballsier? It's one of only two he's making for the publisher (the other's in Seattle). Don't expect any blanket apology to local chefs, just subtle message tweaking. And lots of healthy book hype. But hey, having pored through an advance copy of Momofuku, we can tell you it's a joint totally worth the pitch.

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