Multi-American

How immigrants are redefining 'American' in Southern California

American snapshot: Commerce

A bibimbap billboard above a gas station off Interstate 5 in Commerce, November 19, 2010
A bibimbap billboard above a gas station off Interstate 5 in Commerce, November 19, 2010 Photo by Leslie Berestein Rojas/KPCC

This is the first time I've ever seen an English-language billboard with an image of bibimbap, the beloved Korean meal-in-a-hot-pot, most often crowned with raw egg.

The billboard is an advertisement for TheTasteofKorea.com, a website promoting Korean dishes that appears to be sponsored by the South Korean government and a food trade group.

Still, it's not a billboard you'd expect to see in anything other than an immigrant town, where staples and comfort food from around the world are part of the regional cuisine. Bibimbap, we already love ya.

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