David Choi, the son of Korean immigrants, launched Seoul Taco after trying different low-wage jobs and saving enough to invest in his own food business. He bought a used food truck in 2011 on a shoestring budget and decided to introduce “Korean-Mexican fusion” tacos in St. Louis, leveraging his family’s recipes and a gap in the local market. On the truck’s first day at a public event, 30–40 people queued and he sold out in hours, proving strong demand early on. His strategy included parking at office parks at lunch, using social media to build buzz, and gradually scaling operations. Within a year, he opened his first brick-and-mortar location to support his growing business, transitioning toward multiple restaurants while keeping the food truck as part of the model.
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