Sneaker-salesman-turned-TV-anchor, and now a leader for NJ's Korean community | Mary Chao

Mary Chao
NorthJersey.com

In Korean: 운동화 세일즈맨에서 TV앵커, 그리고 이제 뉴저지 한인사회의 지도자가 되다 | 메리 차오

Life hasn't gone exactly as planned for Chang Heon Lee. 

The 34-year-old from Palisades Park graduated from New York University with a degree in political science, thinking he would go to law school. He sat for the LSAT exam but then had a change of heart and instead went into the family's retail chain of sneaker stores.

As he helped run that business, the family got an offer to purchase KBTV, the Bergen County-based Korean-language channel that reaches about 50,000 viewers. Suddenly, Lee was a news anchor. 

The tides shifted again this past fall when the Queens native decided to run for the presidency of the Korean American Association of New Jersey, the largest nonprofit serving Korean Americans in the state. Lee put his political science degree to use, going door-to-door to campaign. He won the election against Englewood's Ilsun Kim in December.

Now, with the start of the new year, Lee is beginning his two-year term as the youngest president in the association's 60-year history, and the first second-generation Korean American to hold the post. While learning the ins and outs of the volunteer position, Lee is abiding by his broadcast journalist motto: "Give the Korean people information so they can get ahead." 

Chang Heon Lee is the youngest president in the 60 year history of the New Jersey Korean American Association, and the first second-generation Korean American to hold the post.

Born and raised in Astoria, the son of immigrant parents from South Korea, Lee learned how to work with different personalities at young age as only a shopkeeper can. He attended Catholic school in Jackson Heights while his parents worked in the family sneaker store in the neighborhood.

His father arrived in America with only $60 in his pocket and through hard work developed a successful business. He shed his Korean name, Dong Hyun, and changed it to "Robert" in honor of an African American man who taught him English as a volunteer tutor. 

He also named his growing chain of retail shops after his benefactor. By the time Chang Heon Lee was learning the ropes of operating a business, the family had four Robert Enterprises sneaker stores at locations across New York City.

Getting started in the family business helped his social skills, Lee said. Working along with his brother Kum Heon, Lee catered to a diverse array of customers, learning about cultural nuances as well as consumer preferences.

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Korean television

Five years ago, the family found another business opportunity. The South Korea-based Korean Broadcasting System was seeking an affiliate in the New York-New Jersey market. Through word of mouth, KBS managers found the Lee family.

"They wanted someone who had the cash flow to operate it," Lee said.

Chang Heon Lee is the vice-president of television channel KBTV and the new president of the Korean American Association of New Jersey, the largest such organization in the state. He is shown here in his Ridgefield office.

Intrigued by the prospect of owning a media company, the family purchased the affiliate rights, establishing KBTV, based in Ridgefield.

In a nondescript office park on Grand Avenue, the Lee family opened a small office and broadcast studio, producing local news while broadcasting KBS network content including Korean dramas, entertainment and overseas news. Chang Heon Lee became the local news anchor and head of the family's media operations.

Getting in front of the camera wasn't easy, Lee readily acknowledged. Because he is a second-generation Korean American, English was his primary language. He practiced his delivery daily to perfect his Korean and turned to Google Translate to get the pronunciation of words right.

While learning broadcast journalism, Lee had to deal with the struggles of a new business, requiring cash flow to keep it afloat. The station became profitable only in 2021, after years of investment and tapping the Korean community with sponsorship availabilities.

The local KBTV News broadcast airs on Spectrum and Optimum cable networks at 9 p.m. weekdays. There are three additional reporters who help with the broadcast, producing news-you-can-use for the Korean American population. During the pandemic, the station featured segments on where to get vaccinated and how small businesses can get help from banks with Paycheck Protection Program loans. 

It was also during the pandemic, and after the Atlanta shootings that killed six Asian American women last March, that Lee had an epiphany: He wanted to do more to help Korean Americans.

Helping hands 

So he decided to run for the leadership of KAANJ. Many second-generation Asian Americans do not connect with older immigrants, he said, but he wanted to change that. 

Lee spent $10,000 of his own money to campaign for the position. He talked to voters wherever he could.

Voters recognized him from KBTV and stopped Lee to make small talk.

"They told me that 'your Korean has improved,' " Lee said with a smile.

Lee estimates that KBTV has about 50,000 viewers in the tri-state area and Pennsylvania, but the reach of his station didn't hit him until he was on the campaign trail. He does not see an ethical conflict being a journalist and the head of a civic organization, as both entities help Korean Americans.   

Allendale resident Yongeun Lee, 50, voted for Lee. As a mom of a 17-year-old son, she is glad to see a second-generation Korean American get involved in civic affairs. 

"I'm happy to see that KAANJ now has a youthful president," Yongeun Lee said. "It shows that many Koreans want change. It's time to let go of the old."       

Montvale resident Claire Lim, 18, a board member of the nonprofit Asian American Youth Council, helped campaign for Lee.

"As the first second-generation KAANJ president, he will be able to encourage many other second-generations of our community to participate," Lim said. 

Lee has auspicious plans for the organization, including growth for popular community events such as the Chuseok Korean Festival in Ridgefield Park, which celebrates the fall harvest.

Lee wants to make KAANJ a truly statewide organization for more than 168,000 Korean Americans instead of one focused on North Jersey. He plans to travel the state to meet with Korean communities in other areas, such as Edison and Cherry Hill.

Using his background working with diverse populations in retail, Lee plans to connect with other ethnic organizations across the state on joint ventures.

He hopes to sow the seeds for future generations.

"My goal is to help KAANJ grow and when my term is over make sure the next person has a better start than I did," Lee said.  

Correction: A previous version of this story misspelled Chang Heon Lee's middle name. 

Mary Chao 趙 慶 華 covers the Asian community and real estate for NorthJersey.com. To get unlimited access to the latest news out of North Jersey, please subscribe or activate your digital account today.

Email: mchao@northjersey.com