Business Spotlight: Long Jin Trading
Jinhui Deng, manager of Long Jin Trading
Lomg Jin Trading
88 East Broadway
Unit 123A
(917) 345-7727
Nestled underneath the rumbling tracks of the Manhattan Bridge is the East Broadway Mall, home to many small businesses that have been a Chinatown staple for generations. Here you will find Long Jin Trading, a modest tea shop owned and run by Jinhui Deng. He has shared his passion and expertise on all things tea with the community for nearly a decade.
Why did you start your business?
My family and I immigrated to New York nine years ago. I owned a tea shop in China and wanted to open one in America because I love tea. Drinking tea is a vital part of Chinese culture, and it is important to promote and maintain this tradition in Chinatown. I hope non-Asians will become more interested in it as well.
Why did you decide to immigrate to America?
A friend told me stories about what it is like to live in America. He said it was a good opportunity to build a better and more relaxing life, and I wanted that for my future.
Who are your customers?
Their ages are typically from thirty to sixty years old, with diverse ethnicities and backgrounds, but mostly Asian.
What do you love most about Chinatown?
I have a strong bond with the community. I befriended nearby business owners over the last nine years, and have cooperated with and supported the Chinatown Business Improvement District.
How has the pandemic affected your business?
The pandemic forced my business to shut down completely for three months. I had no income during that period, and my business is still in poor shape because customers haven’t come back.
“The pandemic forced my business to shut down completely for three months. I had no income during … my business is still in poor shape because customers haven’t come back.”
How will the Longevity Fund help your business?
The fund will help bring my business back to normal and hopefully be a demonstration of Chinese culture. I want Long Jin Trading to become a tourist attraction and also help nearby businesses.
Have you seen any business improvement in 2021?
A little. The regional bus service hasn’t picked up, so my shop is still pretty sleepy. Most of my customers are from out-of-state. Without a steady stream of people coming back into the city, business is still slow. But there is growing interest in Chinatown and tea from non-Chinese people, which is helping a bit.
“I hope people will come to Chinatown to experience and learn about Chinese culture. ”
How has the neighborhood changed in the past year?
The lack of foot traffic is the most glaring difference. Chinatown used to be so bustling with waves of people coming to take in the sights and sounds. After a year it is still pretty quiet.
What message of hope would you like to express to the neighborhood?
I hope people will come to Chinatown to experience and learn about Chinese culture. There are so many traditions from different parts of China. If businesses here close, all of that culture will disappear.
Chinatown small businesses like Long Jin Trading are what makes the spirit of our neighborhood. We need your support to keep that spirit alive. Please consider donating to The Longevity Fund, our small business relief fund, or help us spread the word of what’s at stake. Together, we can preserve Chinatown businesses and help keep Chinatown open for business.
Photo Credit: Fuxuan Xin
