Long Cheng and Pebhmoob Sr Center

Tell me a little about the background of how this all started? What inspired you and what were some obstacles?

Paochoua Yang:

When I emigrated from Thailand to the United States with my older brother, we carried a ten-year plan with us: I would study accounting, he would work as a carpenter to fund our future, and eventually, we would launch a business together. Our transition was marked by immediate hardship. Just nine days after arriving, we decided to include our uneducated brother in our plans, but tragically, he passed away in his sleep only three days later. Beyond this grief, the language barrier was a constant struggle. Even after finishing high school, my English remained limited.

My path through higher education was difficult. My mother, worried because my sister-in-law didn't have a car to help me, initially forbid me from staying in the dorms. I eventually commuted in a used car that cost us $600 a month in payments and maintenance. To survive without government assistance, I worked six hours a day on top of my studies. The relentless schedule, combined with the brutal Minnesota winters, took a toll on my health. On the advice of doctors who warned that the stress was becoming dangerous, I made the painful decision to leave college after nearly two years.

I found work as a job developer at a Lutheran Church, where I interviewed business owners about their success. I was inspired to learn that many had succeeded despite dropping out of school. This rekindled my dream. By 1984, I was ready to start, but my brother suddenly withdrew. He chose to spend his savings on a new car rather than risk the investment, leaving me without a partner or enough capital to secure a loan from the Metropolican Economic Development Association (MEDA).

Refocusing my life, I realized I needed a partner who shared my vision. In 1985, I met my wife in Michigan. To support us and her education, I worked 80 hours a week across three jobs including roles at Lutheran Services and selling insurance for Primerica (formerly A.L. Williams) working seven days a week for a year. Eventually, my wife insisted on leaving school to work alongside me so I wouldn't collapse from exhaustion.

For three more years, we saved everything. We identified a gap in the market: many Hmong families in the Twin Cities had to travel to farms for meat because there were no local services. We knew a dedicated Hmong service hub would succeed.

Finally, just before my tenth anniversary in the U.S., we founded Long Cheng with a $60,000 investment. My eldest brother and the widow of my late brother joined as partners. Today, 32 years later, the business has endured. Although my brothers have passed and I eventually bought out their heirs to consolidate the business, I have ensured their families were taken care of. What began as a dream in Thailand became a reality through a decade of sacrifice.

Tia Yang

When we started Long Cheng, it was the first Hmong business of its kind in the area. Because we lacked the capital to hire staff, my husband and I worked around the clock, leaving little time for anything else. For the first four years, the two of us even handled the heavy labor ourselves, driving out to farms personally to collect the livestock.

Transitioning into this life required a significant shift in my personal goals. Back in Thailand, our marriage had been arranged by our families. Before I wed, my primary dream was to complete my education. At that time, for a Hmong woman to finish high school was considered a massive achievement, and I made it to my junior year before stopping.

Once we were married and living in the U.S., my husband encouraged me to pivot. He believed that even with a degree, we might not achieve the level of success that a dedicated business venture could provide. Balancing studies with work and raising children proved nearly impossible, and I eventually left school to commit fully to the business.

Initially, my parents were disappointed that I didn't graduate. However, seeing us rise from a childhood of poverty to become successful entrepreneurs changed their perspective. Today, they are incredibly proud of what we have built. While my path changed from formal education to business ownership, the success of Long Cheng has fulfilled dreams I never thought possible.

What were some of the most fulfiling parts of these initiatives?

Paochoua Yang

In life, success means more than just having a comfortable home and a good car; it is about the resilience to persevere through inevitable struggles. If you work hard, maintain an open heart, and practice patience and generosity, you will find true satisfaction in your achievements.

For me, that satisfaction comes from fulfilling a dream born out of my family’s sacrifice. Back in Laos, my family was targeted because of our alliance with General Vang Pao. My eldest brother was a man of immense courage; while others were afraid to show their loyalty, he wore his uniform proudly as he guided us through dangerous checkpoints to reach safety in Thailand. Though he passed away before seeing our success, I feel a deep sense of peace knowing that I, as the youngest, carried his torch and made our family’s dream a reality.

I may not have earned the degrees that some expected, but I achieved something greater. Business landscapes have changed over the decades, yet we have remained a pillar of the community. We are honored to have contributed to the Hmong Veterans Memorial at the Minnesota State Capitol and to have funded the remodeling of the Hmong American Partnership (HAP) building.

Naming my business Long Cheng—after the historic site in Laos—serves as a permanent tribute to our history. I am incredibly proud of my wife; despite neither of us having formal degrees, we built a legacy of service and success that has truly transformed our community.

Who were some of the people that supported you or stood out in this journey?

Paochoua Yang

As a first-generation immigrant, the language barrier was immense, and the path to starting a business was unclear. Seeking guidance, I turned to the leaders and elders of our community to learn how they achieved such success despite lacking a formal Western education or fluency in English.

I first spoke with Colonel Nhia Xou Yang (Nyiaj Xub Yaj), who reminded me that success requires absolute follow-through: "If you want something, you must never give up." His brother, Yaj Fwm, offered a different perspective on strategy, advising me to always "connect what people want to what people need." He taught me that identifying a community's true needs is the foundation of any successful venture.

Later, a cousin in Manitowoc shared a powerful Hmong proverb with me: "Luam zoo thawj ntsug, pojniam zoo thawj tug." (Roughly: "A good business starts with a strong foundation, just as a good life starts with the right partner.") He urged me to focus on what hadn't been done before and to trust my instincts, regardless of the noise or competition around me. He emphasized the importance of quiet persistence—letting your results speak for themselves rather than inviting others to crowd your space before you've succeeded.

Finally, I spoke with my mother. My father passed away when I was only a year old, so I asked her how he had succeeded in business. She described him as a man of incredible grit and "stubbornness." Even when others said a location was poor for farming or that a goal was impossible, he would prove them wrong. He had a unique ability to observe how others did things and then innovate to make his work distinct.

I took all this wisdom—perseverance, market awareness, original thinking, and grit—and kept it in my heart. While my family excelled in school in Laos, the transition to the American education system was difficult for us. In our lineage, it is often said that the youngest child is the one who finds great success. Through starting Long Cheng, I am proud to have fulfilled that legacy for my family.

Tia Yang

My parents were my biggest supporters. My dad said, “In life, don’t “saib Hmoov,” just work hard.” When we got our business open, he said, “Dej ntws txawj tu, ua lag luam txawj tuag. Peb ua neeg nyob muaj peb zaug dej ntws, kev txom nyem yuavtsum txog peb zaug. Yuavtsum paub txuag just in case of a rainy day.

In business, I’ve seen that others use up all their funding and don’t have enough to use for a rainy day, so I listened and save as he instructed. My mom was also a very hard worker and showed me how to be a hard worker.”

Paochoua Yang

For Pebmoob Center, after Long Cheng, Tia wanted to do something different than livestock so that is why we started this center. It is 100% Tia’s baby.

Tia Yang

After too long with a certain business, you want to do something different. Pao visited many senior centers and saw that there were not enough activities, so the elders were bored. We partnered with another person but it didn’t work out. The elders asked him to run another one, so that is why we started. We both didn’t have computer skills. We both still managed to appy online for tax ID and other things. We successfully got the license for the center. After that, we worked with the case workers. My daughter in law also helped me. Whatever the inspectors needed, we completed. My employees are also very smart and helped me as well. My daughter in law was my primary worker and also helped me the most. We needed someone to send proposals to the licensing departments and she agreed to help. She left her job and came to help me since the beginning. She is very patient and I’m lucky to have her by my side. All my employees are great, but she’s the director.

What are your hopes and dreams for these initiatives, moving forward?

Tia Yang

Our work is dedicated to serving our generation, though I always knew change was inevitable. Today’s youth no longer rely on livestock services as previous generations did, and with other young Hmong entrepreneurs entering the space, I am exploring a transition into wholesale. While I hope to take Long Cheng to the next level, I am proud of what I have already achieved. Although I have received many offers to buy the business, I have paused all sales for now. While Long Cheng remains a priority, it has also limited my flexibility; I have bigger dreams of building more sustainable and profitable ventures in other directions.

At Pebmoob, I believe an owner cannot simply supervise; you must be willing to step into any role necessary to keep the operation running. Over the years, I have mastered every position required for a successful business. Now, after 36 years at Long Cheng, I am ready to slow down. We would like to continue our work through wholesale opportunities, and I hope to expand the center’s impact by adding more programming. While our growth depends on securing future funding, our primary goal remains steadfast: to continue serving and learning from our elders as long as possible.

Paochoua Yang

She’s the owner of the center, but my vision for the center is to bring the elders back, now that we are post-Covid restrictions.

If you could tell younger self something you know better now, what would it be?

Paochoua Yang

The vision is education, but there will be many struggles. But in life, you will be successful and gain all that you wanted in life through the success of business. Do not give up on yourself and don’t be sad about yourself.

Tia Yang

Spend more time with your children and get closer to your children. Focus more on your family instead of worring about money. Even though you have struggles today, “pobzeb tsis nias yus taubhau.” Someday your life will blossom.