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Hawaii Pacific Export Council Blog
Helping build Isles' trade with China
An Interview with our own Johnson Choi- Vice Chair, Hawaii Pacific Export Council
Honolulu Advertiser 04/22/08
By Curtis Lum
Advertiser Staff Writer
Q. What kinds of local companies do well in Asia?
A. It's an interesting question because Hawai'i has a very good brand worldwide. But
sometimes it's a bit more challenging for a Hawai'i company that has not ventured out of
Hawai'i. I know there is a lot of effort to try and go to places like China. But China is a huge
country and the other issues are the rule of law and the language barrier, so it's a little difficult
for Hawai'i companies to use China as the first entry port into Asia. A good entry port would be
both Hong Kong and Singapore. Hong Kong is a great entry point because it's smaller than the
island of Kaua'i, but its population is 7 million and it has a high per capita income.
Q. Why are companies hesitant to do more exporting?
A. I think it has something to do with how the state has been conducting business. Hong Kong
is almost like doing business in New York. You come to Hong Kong, you tell us what you have to
offer, and if it matches we'll do business. There is not a lot of wining and dining and
sightseeing. They discourage companies from bringing government officials. In a lot of ways a
lot of small companies in Hawai'i tend to follow government type of strategy and it doesn't
work in places like Hong Kong and Singapore.
Q. In what ways do you help local businesses?
A. We look at the type of products and services a Hawai'i company offers. If they have
something unique that the businesses or the government in Asia want, and if the company is
small but they have something unique, then we would try to pair them up with a larger
company on the West Coast of the United States and go together to increase their size and
also give more resources to the Hawai'i company.
Q. How long have you been with the chamber?
A. The chamber is seven years old and I'm one of the founding members. There are a lot of
chamber of commerces in Hawai'i. Our chamber is a little different than the others. Our
chamber's focus is to help Hawai'i companies to collaborate with companies outside of Hawai'i,
primarily on the West Coast and the East Coast of the United States, to increase the size of
Hawai'i companies and to look at Asia opportunities.
Q. Is it more of a trade organization?
A. It's more or less a trade organization, so we don't have the usual installation banquet and
cocktail functions. We have events when there are people from the community who can offer
advice or people who can help the local companies to expand their business.
Q. You and the other founding members have extensive backgrounds in Hong Kong and
China?
A. I was originally from Hong Kong. I came to Hawai'i when I was 18 years old and went to the
University of Hawai'i. I've been doing business with Asia since 1985, so I've been very active
and we do have a small office in Hong Kong and Shanghai, as well as in San Francisco.
Q. You're involved in other organizations, as well as your own business?
A. I run a business taking care of clients in terms of accounting, investment and other things.
We're doing business under First Hawaiian Capital. That is my basic line of business. But for the
last 13 years I've also helped clients from Asia, so I find opportunities for them or they help me
with different opportunities in Asia. More and more of my business is connecting Hawai'i with
Asia.
Q. How did you become an expert in exporting?
A. Back in 1984 I was with the first group of business people that went with the City Council to
Hainan Island, which is on the southern tip of China, and signed a sister city agreement. From
there on, I started to be exposed to more and more people in Asia and most of my clients are
Chinese from Asia. So I just slowly increased my business exposure in Asia. It kind of fell into
place for the last 15 to 20 years. No one is an expert in China. China is such a huge country.
Sometimes I joke with my clients that if anyone tells you they're an expert on China the first
thing you should do is pack up and leave. We only try to be good in certain areas, like
Shanghai, Beijing, Quanzhou, because those three big cities have more than 78 million people,
so for most Hawai'i companies that is a big piece for them to swallow.
Q. How did you wind up at the University of Hawai'i?
A. In the ancient Chinese society, you listen to your parents. At that time, the School of Travel
Industry Management under the leadership of Dean Chuck Gee was a very good program. The
reputation both here and also in Asia started kicking up some dust and people noticed it. My
father said, "Maybe you should study hotel and restaurant management." At age 18 I didn't
know what I should be doing anyway.
Q. Why did you stay?
A. I graduated from the TIM school, but unfortunately the pay for the service industry was not
that great. After I finished college I got married and soon had children and got a mortgage and
a car loan. I found that the service industry is a very tough business. So I decided, with the
encouragement of my first boss, Carolyn Tong Chee, she said, "Johnson, what do you have to
lose? Start your own business. If you fail, I'll hire you back."
With that assurance, I charged ahead, not knowing it was going to be very tough. I stuck it
out, but it was tough because I'm not from here and I didn't have a lot of friends and family
that I could go to. I basically had to start from scratch, which was not easy.
Q. You have a business and run the chamber. How do you manage your time?
A. It's not easy. My typical day I wake up at 4 in the morning, in my office by 5. My day usually
doesn't end until 6 or 7 at night and that typically runs six days a week. I do enjoy a challenge.
I go to work every day not knowing what to expect. Sometimes I go to work and I'm on crisis
management every day. It's challenging, but interesting. I spend 40 percent of my time on
nonprofit work. Besides the chamber, I also spend time with the U.S. China Peoples Friendship
Association, as well as the Hawai'i Chinese Association and the School of Travel Industry
Management alumni board. I'm also with the Rotary Club of Honolulu. I do believe in giving back
to the community.
Q. You were recently honored by the Small Business Administration locally and nationally
as the Minority Small Business Champion of the Year. What do those awards mean to you?
A. Of course it gives me some publicity and recognition, especially in the Chinese community,
because the SBA award was covered by the four major Chinese news media in Hawai'i. It's a
tremendous exposure for me. I didn't expect to go all the way to the top. Sometimes when you
don't expect it you get it. When I got it, I did not believe it and I faxed the letter to the local
SBA office to verify that it wasn't a joke.
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