Rob Li, better known as @broccoliraab on social media, has quickly risen from a psychology and Spanish student at Binghamton University to a private chef sensation. His food truck pop-up collaboration with Jongga and O’Food, which took place across Los Angeles this past September, was a testament to his growing influence in the culinary world. This exclusive event allowed fans and food lovers to experience Li’s inventive Korean street food creations firsthand, crafted with some of the finest products from the two leading Korean food brands.
From Social Media Sensation to LA’s Favorite Private Chef
In an interview, Rob shared that he didn’t grow up in a culinary environment and only began cooking in college. “I never really touched the kitchen before I was almost 20. It all started with simple meals, just proteins and rice,” Li explains. Inspired by cooking shows like MasterChef and YouTube tutorials from chefs like Gordon Ramsay, he started sharing his culinary experiments on Instagram. His focus on visually appealing yet approachable dishes quickly garnered attention, and by late 2022, he was a full-time private chef for a billionaire in the Hamptons. Reflecting on his career’s trajectory, Li notes, “Cooking gave me that creative outlet that I thought I never needed, but the love of food is something I go back to. I just started making videos during the pandemic and had that passion to cook, so I never realized it would garner so much attention. But once it did, I just took it from there.”
Why Korean Cuisine?
When asked why he’s drawn to Korean food, Li points to his love for bold flavors and the communal nature of Korean dining. “Korean food is something special I believe and the style of it brings people together. The spices, the fermented elements, the balance of flavors, the food culture itself is amazing,” he says. His menu for the “JO’Bunsik” food truck featured modern twists on Korean street food, such as Jongga’s white kimchi shrimp pancakes and cheesy tteokbokki with bacon. For Li, the ability to craft street food that feels both familiar and exciting was a highlight of the project. “It’s food that’s meant to be shared by everyone and having just people from all over L.A. just to come see me and enjoy my food, that in itself is the experience itself.”
Interaction with Fans at the Pop-Up
For the Los Angeles event, Rob was most excited to connect with his followers in person. “This pop-up brings people together in ways that makes this event exciting,” he says. Li, who’s known for his friendly and approachable personality, enjoy seeing fans try his dishes for the first time. “Watching people’s reactions to my food is truly invaluable. While social media connects us, there’s nothing like seeing someone enjoy your dish in real-time,” he explains, emphasizing how the live interaction adds a deeper sense of connection to his culinary journey.”
The “JO’Bunsik” pop-up is a celebration of K-street food culture, and for Rob Li, it marks another step in his ongoing culinary adventure. From his humble beginnings, learning to cook via YouTube, to leading food events with global brands, Rob continues to inspire his fans to cook, experiment, and share meals with loved ones.
Why You Should Attend
The “JO’Bunsik” pop-up celebrates Korean street food culture and an exciting opportunity to experience Chef Rob Li’s inventive culinary creations firsthand. With dishes like cheesy tteokbokki and shrimp pancakes, all crafted with premium Jongga and O’Food products, the event offers a unique fusion of tradition and modern flavors. What makes it truly special is the interactive element: fans and food lovers get to engage with Rob in real-time, savoring dishes that bridge the gap between social media and in-person dining. This fusion of flavors, culture, and personal connection makes the “JO’Bunsik” pop-up an exciting culinary journey for anyone lucky enough to attend.
Follow Rob Li and see where the next pop-up will take next!
For more information about Jongga, visit www.jonggausa.com and follow on Instagram @jongga_usa.
More information about O’Food, the Korean food company with popular products such as gochujang and tteokbokki products, visit www.ofoodusa.com and follow on Instagram @ofoodusa.
Photo credits: Courtesy of Jongga and Rob Li
