Cheong Choi is the owner of Café Hey, the downtown Tampa hotbed for hipsters, politicos, crunchy vegetarians and caffeine addicts.
Choi grew up in Tampa and graduated from H.B. Plant High School in South Tampa. He studied transportation and urban restructuring in China and Belgium before moving back home and opening a boho-esque coffee shop next door to his parents’ Asian grocery store (Oceanic Supermarket) on North Franklin Avenue.
Despite being in business for seven years, Café Hey still has an underground feel, mostly because it’s still off the grid, or as Choi puts it, “not in the prettiest neighborhood.” Still, the shop attracts a crowd morning after morning, night after night thanks to its Buddy Brew coffee, live music offerings, art shows and eclectic soup and sandwich menu. (How many coffee shops make sammies using almond butter, apricot jam, shredded jicama, vegan bacon, kimchi and sesame sunflower dust?)
Like his business, Choi is a multilayered and relatively underground figure. An avid bicyclist, he pedals to work and almost everywhere else within a five-block radius of his Tampa Heights home. (“I don’t like to leave my bubble,” Choi says.) In 2012, he riled city officials when he displayed posters that were critical of the GOP during the Republican National Convention. He further stoked the fire by adding a “99 Percent Dinner” to his menu. Part left-wing rebel and part serious boss, Choi is so beloved by his young staff that they’ve invented nicknames to describe his dual personalities: Day Cheong and Night Cheong.
“As Day Cheong I tend to be focused and very problem solving-orientated,” Choi says. “When Night Cheong shows up, he tends to say things that may or may not be offensive. He’s a lot of fun, but he’s kind of an asshole.”
The holiday food tradition he can’t shake: Christmas dinner at Yummy House. “It’s where we have our [Café Hey] Christmas [party]. We’ve got a lot of vegetarians on staff and they make sure those guys are taken care of. We go with a big group and eat family-style.”
The reason he never needs gas money: He rides his bicycle everywhere. “I’ve learned to appreciate bike lanes in Florida. I was a bit skeptical about biking at first. Florida is generally a deathtrap for cyclists, but I’ve learned to really enjoy it.”
The happy hour that lives up to its name: Cocktail hour at SideBern's. “You can walk out of there feeling pretty full and pretty happy having spent a minimal amount of money. The only problem is they won’t valet my bike.”
The bicycle shop that keeps him rolling: Joe Haskins Bicycle Shop. “It’s no frills and it’s three blocks from my house. [Joe] is not going to try to sell you something ridiculous. He’s a very populist bike shop owner. Sometimes he makes a repair and I’m like, ‘Please, charge me more for this!’”
The music scene that deserves some love: The Hub. “The Hub is known for its strong drinks, but it’s really underrated as a music venue. The shows are all free. The owner [Ferrell “Scooter” Melton] comes into Café Hey pretty frequently. We’re trying to get a Franklin Street [business district] thing to happen — if we can get the other businesses to cooperate.”
The drink he orders everywhere he goes: Straight bourbon. “I can avoid the fancy bars because I drink straight liquor everywhere I go.”
The noodle purists that do him proud: Nakaya Japanese Bistro. “They do the best ramen. They’re so stubborn about the quality of the food that they won’t even let you get take-out.”
The best place to view unique art: The walls of Café Hey. “I have the art come to me. We did a show last Saturday. We’re always seeking interesting submissions for these walls.”
The dive bar he loved in his 20s (he's 38 now): Corner Club Tavern in Seminole Heights. “It’s a super tiny place, literally built on a corner. Oddly, they have the biggest song book [for karaoke] that I’ve ever seen.”
The neighborhood establishment he considers a kindred spirit: Lee's Grocery. “It really is a neighborhood bar. We share a similar mentality and patronage. People love it. It’s so super busy.”
The green space that makes him want to picnic: Curtis Hixon Park. “It’s one of the best things that’s ever happened to downtown Tampa. Tons and tons of people are enjoying that park. It’s really great to see.”
The local radio station that keeps him tuned in: 88.5 WMNF. “Growing up I’d listen to it and get exposed to other genres purely by accident. The last couple years they’ve been reaching out to younger and younger generations. There’s a lot more variety now.”
The event that makes him sweat: Gasparilla Music Festival. “Every year it’s gotten bigger and bigger. The café always gets involved. Last year we were out there for 12 hours slamming out sandwiches.”
The event that makes him laugh: The Risky Business Bike Ride. “Everyone dresses like Tom Cruise in Risky Business. You’ll see like 60 people biking pants-less through the city.”
The café where he goes to be left alone: King Corona Cigars Café in Ybor. “It’s my hideout in Ybor. It’s quiet. They have WiFi and they know how to pull an espresso shot. It’s a comfortable place to people-watch.”
The cinema he fell in love with as a kid: Tampa Theatre. “I’ve met people who’ve grown up in Tampa that have never been to this theater. How can that be? It’s beautiful! It’s historic! I’ve been going there for years to see small-release movies. Plus, you can drink a beer in the theater.”
The local band he’s helping feed: Florida Night Heat. “Two of the three people in the band work at Café Hey and one of them kind of works here. The best way I can describe them is they make music to have a shoot-out to.”
The local celebs that keep his city weird: “Peter Pan” (Randy Constan), “The Senator” (Mike Ricardi) and “Batman” (Walsh Ian Nichols). “We’ve got all three here. I see them around. Batman used to drive a motorcycle, now he walks. I heard he was banned from some clubs because of his mask. We’ve got a lot of these over-the-top types running around Ybor.”
The bar he’d rather keep a secret: Fuma Bella. “It’s part of the Ybor experience. It’s very, very small. There are maybe 10 seats. It’s the kind of place where you’ll get kicked out if you go in and order the wrong thing. When it gets too hectic at New World [Brewery], I’ll walk across the street to Fuma Bella. It’s a nice escape, but you better go with someone who knows what they’re doing.”
The Asian market he wishes wasn’t a secret: Oceanic Supermarket. “I think people keep forgetting you can get fresh produce, fresh seafood and whole cuts of meat. So what if you can’t get your corn flakes there?”