James Choi wanted to do something he was passionate about. He opened a deli inside his store that is now a go-to for lunchtime fare.
James Choi stands behind the counter of Rhea's Rhea’s Deli & Market on Valencia and 19th. Photo by Anne Li.Choi, who owns Rhea’s Deli & Market on Valencia and 19th and has three kids, immigrated to the United States 38 years ago from Korea at age 11 and studied computer science in college. Rhea’s was his parents’ store, but Choi had not planned to fall into the “cliche of Korean people and corner stores.
Choi still works nearly every day. “Hello,” he calls out cheerfully to a customer walking in. “See you tomorrow,” he says to an employee heading out for the day. When his daughter arrived a few years later, he was working 60 or 70 hours a week and couldn’t see her much. It made him wonder if he was doing the right thing.
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