North Korean Taco Truck Pyongyang Express Launches With Real Juche Spirit Direct from DPRK?
You wouldn’t think that North Korea would be a big marketing draw in the United States, although a couple of North Korean style eateries in K-town seem to be doing just fine, using images of Kim Jong Ill AKA “Dear Leader” to create a certain atmosphere. The Pyongyang Express is the city’s latest fusion taco truck, blending North Korean specialties and iconography with tacos, burritos, and quesadillas. Perhaps the truck’s owners are hoping to capitalize on North Korea’s World Cup entry (even though the DRPK hasn’t actually purchased an authorized World Cup broadcasting license). Below is an interview with the truck’s official mouthpiece, Sun-Hee Kim. The truck promises subsidized food in the true spirit of the North.
UPDATE: Noted in the comments, it’s E3 (videogame conference) in downtown LA. One of the games being marketed is Homefront, which is about North Korea invading America. Given the over the top marketing and graphics, it’s quite possible this truck is part of a viral marketing campaign.
Who is the owner of the truck?
Pyongyang Express owns North Korean BBQ company. North Korean food is not new to Koreatown, but this is the first truck and best North Korean BBQ.
Can you explain a little more about how the food is subsidized?
The cost of food is cheaper than many BBQ truck because we just care about people eating. Not money. Just like DPRK provide foods and doctor to my country people, we will show Los Angeles great welcome to our Pyongyang Express BBQ truck.
What are some differences between North and South Korean food?
North Korean people take much honor and care in every ingredient use in recipe. Unlike very fast, tasteless food. Pyongyang BBQ cater gourmet food and should not be considered street food.
Is the truck infused with the spirit of Juche? How does this come out in the truck?
North Korean peoples believe Juche is the guide to life! It has make us come to LA and open Pyongyang BBQ. We have infused Juche not only in our foods and picture on truck, but we will revolutionize North Korean way of life to people here.
Are you concerned by the problems between the Government of the USA and of North Korea and how it will impact the business?
Pyongyang Express do not care about silly politics here, we want to build a better America. We want to show great North Korean BBQ to everyone who wants to eat good foods. People do not care about politics when they see and taste the BBQ at very cheap cost.
Evan wrote:
I don’t know…I’ll still believe this when I see it. If these people are for real, I wish them luck…there must be some people out there that aren’t going to be too happy with this truck.
Posted on 14-Jun-10 at 2:59 pm | Permalink
Stan wrote:
Isn’t this for a game promo @ E3 this year.
Posted on 14-Jun-10 at 3:56 pm | Permalink
Penny wrote:
Blame the government not the ppl. I don’t see anything wrong with this. Who are we to judge what they can or can’t do just because they’re North Koreans? Cuba is a communist country but we love their food and music. *shrug* imho
Posted on 14-Jun-10 at 4:29 pm | Permalink
Mike wrote:
My family is from N. Korea before they draw the aplit line during the war. My grandparents told me many upsetting stories about what happened to their beloved families and relatives during the war. I have a lot respect for N. Korean cuisine but I have very strong mix feelings with this type of marketing. It might be a joke or marketing scheme to bring business but I really don’t like her answers and attitude towards N. Korea. There’s a lot of struggles in N. Korean people dying of hunger and poverty. Who is she to say “North Korean peoples believe Juche is the guide to life!” and “We have infused Juche not only in our foods and picture on truck, but we will revolutionize North Korean way of life to people here.”. Just imagine someone opens a Nazi theme Taco truck and saying they believed in Hitler to inspire them to make Tacos? How would you feel about that? I’ll never spend my money here and it’s totally whack to use N. Korea politics to draw attention, while so many people are suffering due to its f#@%ing leader. This is just too disappointing and angers me. Penny I agree with you in terms of food culture but talking about what N. Koreans believe and worshiping the Juche with idolized picture of Kim Jung Il to draw attention imho is f-ed up.
Posted on 15-Jun-10 at 10:26 am | Permalink
Mike wrote:
Sorry, ‘aplit’ meant ‘split’.
Posted on 15-Jun-10 at 10:26 am | Permalink
Eugene wrote:
There is a bar in K-town that has a picture of “Dear Leader” on it. The first time I walked by I was surprised but I think they’re just going for a certain kind of “kitsch”. Considering how people are suffering (and starving) in N. Korea I am not sure how I feel about this kind of marketing.
Posted on 15-Jun-10 at 10:32 am | Permalink
Eugene wrote:
Oh and props to the interviewer for asking about Juche! Are you korean?
Posted on 15-Jun-10 at 10:32 am | Permalink
eman wrote:
It’s highly likely that this is a game promo for Homefront, as the previous commenter mentioned.
Get your tacos while you can.
Posted on 15-Jun-10 at 4:37 pm | Permalink
Penny wrote:
@ Mike. I agree with you 100% but two wrongs don’t make a right. If you saw her truck parked on the street. Would you walk away? Would you bitch her out? Even worse? It takes one person to cast the first stone. I’m just saying, whether we agree with her marketing or not, we shouldn’t agrevate the issue.
Posted on 15-Jun-10 at 5:08 pm | Permalink
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