Los Angeles, CA (The Joy of Food) — Kogi was the food truck that started a revolution.
In 2008, Kogi was the right idea at the right time, thanks to a few circumstances — the novelty combined with a recession economy made this concept of quality food at affordable prices highly appealing. Twitter was just getting started, and the thought of your dinner coming off the back of a truck, and chasing that truck across town, depending on where social media told you it would be that evening, was in its infancy. Not even hellish grid-lock L.A traffic could spoil the buzz, and people from all walks of life showed up day after day.
For Roy Choi, the success of Kogi came after a series of disappointing stints in hotel kitchens and catapulted him from a struggling, out-of-work chef to cult-status celebrity icon. Everyone rushed to copy the model and within a year, food truck events and pop-ups were the norm. People were quick to learn that these meals from wheels featured higher-quality ingredients at lower prices, thanks to the lower operating costs of a mobile business.
That’s still the case today, more than a decade later. Thanks, Kogi.
If there is a signature item here, it is the short rib taco, a still-flawless little bundle that layers chopped short rib and kimchi in perfect harmony with fresh corn tortillas and a medley of salsas, a ‘fusion’ food that melds the very essence of Korean and Mexican cuisine. The texture of the meat might remind you of your favorite Korean barbecue joint, while the tortilla takes you back to any number of taquerias in and around southern California. Each bite is the perfect marriage of cultures.
The Los Angeles area is home to the second-largest Mexican community in the world, second only to Mexico City. It is also home to the largest Korean community outside Korea. Kogi tastes like Korea, it tastes like Mexico, and it tastes like L.A, a reflection of experiences, people, and cultures that make the city one of the great melting pots in the world.
Written by Joy
Thanks for reading. The Joy of Food blog celebrates eating well, traveling often, and living la dolce vita. San Diego, California is home base, but thoughts are from all over. Reviews and photos help to highlight wonderful (or not) food experiences from around the world.
Leave a comment below or get in touch with me via my About page.
It’s impressive what can be done in a tiny food truck kitchen.
Indeed! And so much more affordably since they don’t have all the brick-and-mortar costs to contend with. Getting your food off the back of a truck is the best way to go!
Very informative! I learned more about Kogi and how food trucks got started. I look forward to trying their food.
Next time you are in LA I highly recommend. He now has a taqueria truck permanently parked (on Overland) so it’s a little easier. Same great food without having to chase down the location. The short rib tacos are still fabulous.