Supreme immortal and physical embodiment of the Tao, the Jade Emperor is a Chinese folk tale deity. He succeeded Yuanshi Tianzu as the ruler of the heavens and the Earth, yet he is still below The Three Pure Ones. As the Emperor of the universe, he has the responsibility of bestowing power to Taoist shamans and governing the divine bureaucracy. Another one of his duties is the New Year judgement where he deals out rewards and consequences depending upon a person's actions throughout the year. So the Jade Emperor is basically an all powerful Santa Claus; he just dyes his long hair and mustache.
Even with all of his mystical powers put aside, the Jade Emperor is a prominent factor on the Chinese culture. Jade, his signature title, is an exquisite stone that was highly valued in China and was a symbol of beauty and healing. Mr. Heaven achieved his high status through kindness and meditation, healing others and himself. He represents how following and contemplating the Tao leads to a better, longer life.