Jimmy Rhee’s title is Assistant Secretary of Commerce and Trade in the Commonwealth of Virginia. A few people also know him as the son of Jhoon Rhee, the Father of Tae Kwon Do (Korean martial arts) in America.

Rhee is proud of his dad, but he doesn’t talk about him. He lets his work speak for itself. Previously, he served as CEO of Global Technology Systems Consortium, a government consulting firm, and Cleverlearn, an Internet software technology firm that personalized the online language learning experience.

He started an organization called SmartCoach to help children with Attention Deficit condition to cope better without medication. He has also served on many boards, such as the Asian American CEO and School for Future. Recently, he joined the board of the Fairfax Symphony Orchestra “to reflect the large Asian population in the county.”

What makes Rhee successful, whether in the private or public sector, and life in general? Virginia Commerce and Trade Secretary Jim Cheng mentioned “just a few” of Rhee’s numerous traits.

Remarked Secretary Cheng: “He’s a wonderful communicator and motivating speaker,” he said. “In his position, he meets so many people, including current and future entrepreneurs. He inspires them to be successful.”

He added: “He is genuine and honest. This is also important because in his role, he is called on to assist people solve their problems. Likewise, he works with numerous international businesses, trying to bring them to Virginia, and they must trust him to give them dependable advice.”

Rhee, he noted, is resourceful and hardworking. “We can always count on Jimmy to be where the action is, and he always contributes more than his share of effort,” Secretary Cheng pointed out. “His discipline and dedication means the citizens of the Commonwealth can depend on him to represent the state in the best way possible.”

Assistant Secretary Rhee said, in a 30-minute phone interview for this article, “We’re now the country’s No. 1 Most Business-Friendly State, as voted by CNBC,” referring to the cable station. “The job numbers are better now, and the climate for economic development is becoming more invigorated and optimistic.”

This is a result of “a combination of having a great operating environment, with less taxes, less regulation, a great workforce, being a right-to-work state, being next-door to the nation’s capital and having a world-class East Coast port essential to supply chain management in this era of globalization.”

He underscored the leadership of Virginia Gov. Bob McDonnell. “The Governor’s focus and passion, his commitment in job-generation via economic development, is second to none and rubs off on all of us who work with him. As American writer and sage Ralph Waldo Emerson said, ‘Organization is a shadow extension of its leader.’ This accurately describes the McDonnell’s Department of Commerce and Trade’”

Focus on Asia

Attracting domestic and international business, and retaining existing ones, is a top priority. “We’re bringing more businesses from Asia, Europe, and Latin America,” he said. “Currently, our focus is on Asia.”

“I’m doing a lot with ASEAN countries, Indonesia, Philippines, and others,” he added, referring to the Association of Southeast Asian Nations. “Just this year, I visited Indonesia to attract investment, Korea and China for a trade mission with the Governor, and Italy to attend an energy conference.”

He said Governor McDonnell is going to India, tentatively scheduled for November. The governor supports the passage in the US Congress of the Korea-US Free Trade Agreement (FTA). “Korean companies now ‘know’ Virginia,” he said. “Large conglomerates such as LG and Samsung have visited Virginia for the first time to explore ‘possibilities.’”

On May 2011, in anticipation of the KORUS FTA ratification, South Korean Ambassador and Governor McDonnell exchanged a Memorandum of Understanding, in which both Virginia and South Korea may automatically issue drivers’ licenses. This reciprocity arrangement will greatly expand tourism, trade and business with South Korea. On August 11, the state will also hold a conference on “Expanding Virginia Exports to Korea 2011.”

Asian American Team

He said the Department has retained and brought in many job-creating deals and opportunities to Virginia. “The best indicator of this–the national unemployment rate is 9.7 %, while Virginia is at 6%. We are not happy with it, because we can do better. Yet, we have accomplished this without raising taxes, introducing burdensome regulations.”

He added: “Jim Cheng, Peter Su and I have introduced Virginia in meaningful ways to Asian Pacific, ASEAN bloc countries. Virginia is not a well-known destination to Asian companies thinking global. We are working hard to reverse that. Our Department can’t claim all the credit–it must be shared by all in the McDonnell administration.”

He said Peter Su’s work on the Department of Business Assistance should be rated triple A. “Peter’s work on China-Virginia is critical to our focus on Asia.” Secretary Cheng is “a joy to work for.” “From the professional viewpoint, I sincerely believe he is the best C&T Secretary that Virginia has ever had,” he said, citing his unquestionable competence and commitment to excellence in economic development. “This is not just my opinion, but of many others.”

He added: “He’s been a successful business owner, and knows what it takes to succeed in business. He is a man of passion and compassion. Yet, he implements programs with genuine care and consideration for those economically dislocated.”

He pointed out the biggest misconception about the department is “that we can create, bring deals for companies. Our job is connecting companies to more easily explore ‘possibilities,’ pointing them to relevant policies, and facilitating resources to make commerce endeavor more successful.”

Values

Assistant Secretary Rhee said his Asian values help him in his task. From his parents, he learned that authority and responsibility go hand in hand, but always, responsibility first. He also learned the value of hard work, working together, having respect for each other, the collective responsibility and approach to problem solving. “I have seen Korean-American community members work collectively to solve large, complex issues. There’s a value in teaming. We do the same at C&T,” he said.

Jimmy came to this country when he was 13, and he appreciates the American values, such as “the creativity and taking a common sense approach to problems.” He said, “There’s no single paradigm to the best possible solution, no off-the-shelf, one-size-fits-all approach–and that makes our job challenging, as well as engaging.”

Both Assistant Secretary Rhee and his dad are achievers. I wrote about his dad before, making this the first time both father and the son are featured as success stories.

Rhee described his father as a pioneering spirit. “He dedicated himself to improving martial arts to improve people’s lives. He taught people that being a black belt is not about becoming a black belt of kicking and punching, but about being a black belt of ‘life,’ and making a contribution to society via the implementation of the spirit of the art such as self-discipline and confidence.”

He said it was not easy having a famous dad. “But I learned about the concept of setting high goals and dedication. He realized early that successful minorities in mainstream America did more than just earn a prestigious university degree, or make money. They contributed to society in their own unique ways–in the arts, music, science, volunteer services and so on. For him, it was Tae Kwon Do. Thanks to him, TKD is now the choice activity for children to learn the concept of discipline, confidence, and self esteem the world over.”

Looking to the future, Rhee said he would probably focus on business ventures connected to renewable energy: I understand it, have done it, and have a passion for it. I feel that energy is one item we’ll never have enough of. So it’s an industry that will keep growing, with tailwinds propelling it forward.”

His dad knows Rhee will always excel at any task. “I have confidence in my son,” he said in a phone interview. “He got the job because he’s capable of handling the task. He knows all about Information Technology, law, business. As far as his achievements, the sky is the limit.”