Do Won Chang and their immigration story

Do Won Chang arrived in Los Angeles in 1981 with limited English, minimal savings, and no business experience—yet built Forever 21 into a global fashion empire with $4.4 billion in revenue at its peak. His journey from working 19-hour days as a janitor, gas station attendant, and coffee shop worker to creating one of America's most recognized retail brands embodies the entrepreneurial spirit that makes personal immigration support essential for those pursuing similar paths today.

From Seoul to Los Angeles: The Beginning of an American Dream

Do Won Chang was born in 1954 in Myoungdong, Seoul, South Korea, where he grew up in modest circumstances that instilled a relentless work ethic. In 1981, at age 27, he and his wife Jin Sook made the life-changing decision to immigrate to the United States, arriving in Los Angeles with little money and limited English skills.

The early 1980s represented a significant period for Korean immigration to America. 1987 marked the peak year with 36,000 Korean immigrants arriving, part of a larger wave of Asian immigration that would fundamentally reshape American entrepreneurship. The Changs entered an established Korean-American community in Los Angeles that provided crucial cultural support, though they faced the same challenges confronting all new immigrants: language barriers, credential recognition issues, and the immediate need for income.

Unlike today's structured visa programs for entrepreneurs and founders, the immigration landscape of 1981 offered fewer defined pathways. The Changs' journey underscores how proper legal status and work authorization serve as the foundation upon which entrepreneurial success can be built.

The Survival Years: Building Through Persistence

The first three years in America tested the Changs' determination in ways that shaped their future business philosophy. Do Won worked simultaneously as a janitor, gas station attendant, and coffee shop barista—putting in 19-hour workdays at minimum wage, which was approximately $3.35 per hour in the early 1980s. Jin Sook contributed by working as a hairdresser, and together they lived frugally in Highland Park, Los Angeles.

Their daily routine exemplified the immigrant work ethic:

• Early mornings: Do Won started cleaning offices before sunrise
• Midday shift: Gas station work during peak hours
• Evening hours: Coffee shop service until closing
• Weekends: Both worked additional hours to maximize savings
• Every dollar counted: Strict budgeting to accumulate capital

This grueling schedule had a singular purpose—accumulating the capital needed to start their own business. Over three years of relentless saving, the Changs amassed $11,000, equivalent to approximately $33,000 in today's dollars when adjusted for inflation.

The legal dimension of this period often goes unmentioned in immigrant success stories. Work authorization, visa maintenance, and eventual pathways to permanent residency would have been critical considerations. Today's immigrant workers face similar complexities, making expert guidance through immigration legal services essential for those balancing immediate survival with long-term entrepreneurial goals.

The Key Observation That Changed Everything

While working at his coffee shop job, Do Won Chang noticed something that would alter his trajectory. He observed that customers who drove expensive cars—Mercedes and BMWs—often worked in the garment industry. This wasn't chance observation but active analysis. Do Won began asking questions, learning about the fashion business, and identifying opportunities within Los Angeles's thriving garment district.

The garment industry in 1980s Los Angeles represented a perfect entry point for immigrant entrepreneurs. The sector had relatively low barriers to entry, benefited from proximity to manufacturing, and served diverse communities hungry for affordable, fashionable clothing. Korean immigrants specifically filled retail niches being vacated by retiring Jewish, Italian, Irish, and Greek business owners, particularly in minority neighborhoods where mainstream retailers showed little interest.

Do Won's approach demonstrated critical entrepreneurial skills:

• Pattern recognition: Identifying which industries generated wealth
• Market research: Actively learning the business while still employed
• Risk assessment: Understanding capital requirements and profit margins
• Community leverage: Tapping into Korean-American garment industry networks

Before opening his own store, Do Won worked briefly for a clothing retailer to understand operations from the inside. This methodical preparation, combined with Jin Sook's eye for fashion and merchandising, positioned them for success when they finally launched.

Fashion 21: The Birth of an Empire

In 1984, with their hard-earned $11,000 in savings, Do Won and Jin Sook opened Fashion 21 in Highland Park, Los Angeles. The original store measured just 900 square feet—modest by any retail standard—but the Changs brought something competitors lacked: complete dedication and an intuitive understanding of their target customer.

Their business model centered on several key principles:

• Low margins, high volume: Affordable prices that attracted cost-conscious shoppers
• Trend responsiveness: Quickly identifying and stocking popular styles
• Wholesale closeouts: Purchasing excess inventory from manufacturers at deep discounts
• Family operation: Both founders worked the store personally, eliminating labor costs
• Customer focus: Jin Sook's merchandising expertise ensured product-market fit

The results exceeded even optimistic projections. Fashion 21 generated $700,000 in revenue its first year—a remarkable achievement that validated their business model and provided capital for expansion. This success rate mirrors data showing immigrants are more entrepreneurial than the native population, launching firms at disproportionately high rates, with immigrants now comprising 24% of entrepreneurs despite being 14-15% of the population.

Challenges and Lessons: When Strengths Become Weaknesses

The same aggressive expansion that fueled Forever 21's rise eventually contributed to significant challenges. Jin Sook later acknowledged that growing "7 to 47 in less than six years" proved unsustainable for a retail operation, even one with their proven model.

By the late 2010s, multiple factors converged:

• E-commerce disruption: Online retailers offered greater convenience and selection
• Fast fashion competition: Brands like Zara and H&M challenged their market position
• Physical retail challenges: High rents and declining mall traffic pressured margins
• Reputation concerns: Labor practice allegations and legal disputes damaged brand perception
• Operational complexity: Managing 800+ global locations strained management systems

In 2019, Forever 21 filed for Chapter 11 bankruptcy, marking a dramatic reversal from peak success. The company sold in 2020 for $81 million—a fraction of its previous valuation—to a consortium that closed 350 stores and restructured operations.

Despite this setback, the Changs retained significant wealth, with current estimates placing their net worth at $1.6 billion+. The lessons from their journey resonate for any entrepreneur:

• Sustainable growth beats rapid expansion: Build infrastructure before scaling
• Adapt to market shifts: E-commerce and digital transformation require proactive response
• Diversification matters: Over-reliance on a single business model creates vulnerability
• Company culture counts: Reputation and values impact long-term viability

For immigrant entrepreneurs building businesses today, these lessons underscore the importance of not just launching successfully but scaling sustainably with proper legal foundations, compliance frameworks, and strategic planning—areas where business immigration platforms provide critical support.

Immigration Pathways for Today's Entrepreneurs

While Do Won Chang's 1981 immigration journey took place in a different policy landscape, aspiring immigrant entrepreneurs today have several structured visa pathways designed specifically for business creation and innovation. Understanding these options represents the critical first step in transforming entrepreneurial ambition into legal, sustainable business success.

O-1 Visa: Extraordinary Ability in Business

The O-1A visa serves entrepreneurs who have demonstrated extraordinary ability in their field through sustained recognition. This pathway works well for:

• Tech founders with successful exits or significant funding
• Business leaders with documented industry impact
• Innovators holding patents or industry awards
• Those with extensive media coverage or speaking engagements

The O-1 offers flexibility for self-employment and business ownership while maintaining valid immigration status.

EB-1A: Extraordinary Ability Green Card

For entrepreneurs seeking permanent residency without employer sponsorship, the EB-1A visa provides a direct pathway to a green card. This category requires evidence of:

• Sustained national or international acclaim
• Major contributions to your field
• Recognition through awards, publications, or media coverage
• Leadership role in distinguished organizations

The EB-1A eliminates the labor certification requirement, making it ideal for self-employed entrepreneurs.

EB-2 NIW: National Interest Waiver

The EB-2 NIW pathway suits entrepreneurs whose businesses advance U.S. interests in areas like technology, healthcare, education, or economic development. This route requires:

• Advanced degree or exceptional ability
• Business proposal with national importance
• Demonstration of substantial merit and nationwide benefit
• Evidence you're well-positioned to succeed

NIW applicants can self-petition without employer sponsorship, maintaining full control of their entrepreneurial ventures.

E-2 Treaty Investor Visa

For nationals of treaty countries, the E-2 visa enables business ownership through substantial investment. Requirements include:

• Investment of substantial capital (often in the low- to mid-six-figure range for many businesses, with no official minimum and amounts varying by business)
• Active business ownership and management
• Job creation for U.S. workers
• Intent to depart when status ends (renewable indefinitely)

The E-2 provides rapid processing and flexible renewal, making it popular among international entrepreneurs.

L-1A: Intracompany Transfer for Executives

Entrepreneurs with existing businesses abroad can use the L-1A visa to expand operations to the United States. This pathway requires:

• Parent, subsidiary, or affiliate relationship between foreign and U.S. companies
• Executive or managerial role in both entities
• At least one year of employment with foreign company
• Active U.S. operations with viabilit

The L-1A offers a direct path to EB-1C green card status after the U.S. operation is established.

Each pathway presents distinct requirements, processing timelines, and strategic considerations. What worked for an immigrant entrepreneur in 1981 differs significantly from optimal strategies today, making expert legal guidance through visa application packages essential for maximizing approval chances and building on proper legal foundations.

How Alma Supports Today's Immigrant Entrepreneurs

Do Won Chang's inspiring journey demonstrates what immigrant entrepreneurs can achieve—but inspiration alone doesn't address the complex legal pathways required to build businesses in the United States legally and sustainably. Alma serves as your partner in transforming entrepreneurial vision into authorized action through expert legal guidance and technology-enabled efficiency.

Our approach combines three critical elements:

• Speed: We guarantee two-week document processing, recognizing that entrepreneurial opportunities require rapid response. Unlike traditional firms with months-long backlogs, Alma's streamlined workflows and dedicated attorney teams ensure your case moves forward without unnecessary delays.

• Excellence: Our 99%+ approval rate reflects meticulous preparation, comprehensive documentation, and strategic case presentation. We don't just file paperwork—we build compelling narratives that demonstrate your qualifications and business potential to immigration officials.

• Care: You maintain complete visibility into your case status through our platform, with proactive alerts, milestone tracking, and direct attorney access. We understand the stakes involved in immigration matters and provide the transparency and support necessary for confident decision-making.

For individual entrepreneurs, our personalized immigration support addresses your specific circumstances, whether you're building a tech startup, opening a restaurant, consulting independently, or pursuing any viable business opportunity. We evaluate which visa pathway aligns with your background, business model, and long-term goals—then execute that strategy with precision.

Companies scaling through immigrant talent benefit from our business immigration platform, which manages everything from initial visa applications to compliance tracking, renewal management, and audit-ready documentation. Our system integrates with your existing HRIS and ATS tools, creating a single source of truth for all immigration matters affecting your workforce.

The transparent flat-rate pricing structure eliminates surprises, with costs clearly stated upfront. Whether you need an O-1 petition, EB-1A green card, or EB-2 NIW, you know exactly what legal services will cost—with administrative charges, platform access, and up to three attorney consultations included.

Most importantly, Alma bridges the gap between inspiring immigrant success stories like Do Won Chang's and the practical legal steps required to pursue similar paths today. We transform "I want to build a business in America" into "Here's your authorized pathway and timeline to make it happen."

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