At first, the decision to post Kogi's ever-changing whereabouts on Twitter—the popular site that allows users to share short mobile updates with friends—was practical: the average al pastor truck simply has no way to publicize its next stop.不知道台北街頭會不會也出現這樣的流動攤販？哈哈。
But it soon yielded unexpected benefits. When the cops shooed Kogi from one corner, the Twitterati would suggest another. When the truck was running late, a quick Tweet—"Give us 10 more minutes, yeah??? TACOS FOREVER"—would keep wavering customers in line.
Followers were asked to design t-shirts and name Kogi's vehicles; fan photos and YouTube videos were promoted on the official blog. The result—now called Kogi Kulture—is an exponentially expanding community of chowhounds eager to escape L.A.'s isolating psychogeography by connecting, both online and on the street, with clued-in fellow travelers (and the accessible Kogi crew).