In Utah, there are approximately 120 food trucks operating, but the Koreans’ distinctive yellow trucks have become extraordinarily popular by selling cupbop, rewriting the history of Utah’s food truck market in just two years. (image: Cupbop – Korean BBQ Facebook)
SEOUL, May 29 (Korea Bizwire) – Three Korean students in the state of Utah are making history in the food truck industry with cupbop, rice with Korean barbecued meat and special sauce that is captivating the tastes of Americans.
On May 30 at 7:10pm, a KBS documentary program will broadcast a story about the three students and how their cupbop, a popular Korean street food, has captured the tastes of people in Utah.
In Utah, there are approximately 120 food trucks operating, but the Koreans’ distinctive yellow trucks have become extraordinarily popular by selling cupbop, rewriting the history of Utah’s food truck market in just two years.
The documentary program highlights three factors for their popularity: fast service, custom spice levels on a scale of 1 to 10, and a gift of free meal coupons.
They students operate three trucks, which each visit two different places every day. Their locations are announced on their Facebook page, which has more than 13,000 “Likes.” One of the owners, who was once a “B-boy,” shows off his dance skills for customers waiting in long lines.
Of course, the trio experienced hard times. They were once cheated by a truck dealer, and lost tens of thousands dollars, and had to go through a process of trial and error to develop their menu.
The program will highlight their remarkable success in bringing Korean street food to the masses in Utah.
By John Choi (johnchoi@koreabizwire.com)
