A Maverick’s Path from Waves to Deals
James Chung’s journey into commercial real estate is anything but ordinary. Born in Tallahassee and raised in San Francisco, James’ early years were shaped by immigrant grit, public school Spanish classes, and an unexpected love for surfing. What began as hitchhiking to the beach as a teenager turned into decades of international surf adventures—and surprisingly, life lessons that would come to guide his real estate career.
After earning his degree in economics and Spanish from UC Berkeley, James started in the tech world, joining a booming voice-over-IP startup that eventually flamed out. That pivotal moment left James reflecting on what he truly valued: control over his outcomes and the ability to directly shape his future. That’s when he pivoted into real estate.
Building The Econic Company
Fast forward to today, James leads The Econic Company, a retail-focused brokerage operating throughout Northern California with clients across the nation. With a footprint of more than 40 million square feet in agency work and over 200 tenant relationships, his team is known for delivering results—and more importantly, for building relationships.
James credits much of his success to the same commitment and conviction he learned while surfing big waves. “You’ve got to go all in,” he says, “and when you do, you figure it out on the way down the line.”
Strategy, Community, and the Future of Retail
In the interview, James discusses how retail is evolving. From revitalizing Union Square to helping Canadian retailers enter the U.S. market, his team plays a long game—often planning deals years in advance. His firm is deeply committed to building retail environments that shape local communities, not just fill vacancies.
James also reflects on how ICSC and national networking have supported his growth and visibility. And while he’s bullish on the future of Bay Area retail, he knows that humility and responsiveness are key—“Return every call,” he says, remembering how hard it was to get a response early in his own career.
To hear more of James’ story, tune into his full conversation with Bruce Bean on the SF Commercial Property Conversations podcast:
🎙️ Episode Title: James Chung: Maverick Surfer, Retail Visionary
🎧 Apple Podcasts: Listen here
📺 YouTube: Watch here
