Bulgogi Taco Truck features in California’s London ad campaign

I saw this ad at Hammersmith tube station last week:

Roy Choi ad

LA-based Korean American Roy Choi invented the bulgogi taco fusion dish, and scored a huge success with the formula. It’s even caught on back in Seoul, where you can also get bulgogi burritos in cafes in the Hongdae area. According to the Wall Street Journal:

Mr. Choi’s company, Kogi, started in late 2008 as one mobile food truck that parked outside nightclubs on Sunset Boulevard late at night, selling Mexican tacos stuffed with Korean-style meat. Within three months, it began drawing crowds of hundreds and soon added more trucks. The company used Twitter to alert customers to trucks’ locations.

The Kogi taco, made with Korean-style beef
The Kogi taco, made with Korean-style beef. (source: AP / WSJ)

Here’s hoping something similar comes to London before long. Meanwhile, here’s a video from the LA Times featuring the Kogi bulgogi taco truck phenomenon:

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