Renowned chef Roy Choi has launched the soft opening for his newest Los Angeles food endeavor, Tacos Por Vida—his first venture in the city in nearly eight years. Anticipation for the opening at 3434 Overland Avenue has been building, especially with the reveal of the menu and the affordable price points, sparking even more excitement for what’s expected to be the next hot spot for taco enthusiasts.
Raised in Los Angeles, Roy Choi has been an impactful figure in shaping the L.A. food landscape, most notably through the success of his Kogi BBQ trucks, which are often credited with revolutionizing L.A.’s street food scene. These trucks famously combined Korean cuisine with the classic elements of Mexican street food, serving as a vibrant reflection of the city’s diverse culture.
Choi’s cookbook and memoir, “L.A. Son: My Life, My City, My Food,” shares his journey from his roots in Los Angeles to becoming a culinary innovator. Not just a chef, Choi is also a prominent advocate for food justice, focusing on accessible, healthy food options for underserved areas.
The announcement of Tacos Por Vida was met with enthusiasm, following Choi’s teaser on Instagram previewing the truck’s opening last week. His Instagram post shared snippets of the menu, which promises an array of affordable and delicious options that include $2 tacos and $10 burritos with a variety of fillings, such as asada, al pastor, pollo, and mushroom.
Situated alongside the iconic Kogi Taqueria truck on Overland, Choi outlined a soft opening phase for Tacos Por Vida, with the initial phase taking place on March 12 and 13 and then again on March 28 and 29, from 5 p.m. to 11 p.m. This period aims to fine-tune the experience based on customer feedback during the month of March, with Choi writing, “By April, I promise it’ll be banging and then you can love us or hate us.”
For the latest updates on Tacos Por Vida, you can follow Chef Roy Choi on Instagram, or visit the Kogi BBQ site.
📍 Address: 3434 Overland Avenue, Los Angeles, CA 90034
🕓 Soft opening details: March 12, 13, 28, and 29, from 5 p.m. to 11 p.m.