Love of hula draws Japanese halau to the Islands
Nina Wu
Pacific Business News
A new phenomenon in Japan -- a booming interest in hula -- is bringing Japanese enthusiasts to Hawaii in waves.
They are seeking to learn from the source, and they are coming to events year-round, ranging from the Honolulu Festival to the Merrie Monarch Festival on the Big Island, as well as various hula retreats and individual workshops.
Sutekina Hula Style, a new Japanese magazine created specifically for hula enthusiasts, estimates there are thousands of classes taking place in schools, gyms and community centers, amounting to nearly 300,000 hula students in Japan.
Those students are spending a total of some $200 million, according to Ikaros Publications Ltd., which publishes the magazine, when registration fees for events and hula lessons are taken into account. That's not counting the dollars spent on costumes, supplies, music CDs and cultural excursions.
Sylvia Kop, owner of the Hula Supply Center, believes there are more hula dancers in Japan than in Hawaii.
No one tracks how many of the 24,000 or so visitors from Japan who arrive daily are here for hula or hula-related activities, according to Frank Haas, vice president of marketing for the Hawaii Tourism Authority. The state Department of Business, Economic Development and Tourism tracks Japanese visitors coming for weddings, conventions and vacations, but does not track hula-related arrivals.
Why it's catching on
While the hula girl has long been a sellable image for Hawaii's visitor industry, as commonplace and marketable as the dashboard hula doll in souvenir shops, these enthusiasts are seeking an overall experience when they arrive.
Every dancer has his or her reasons for doing hula. Some consider it a hobby, others light exercise, while still others call it their spirituality, a passion, even a way of life.
Whatever the case, these hula dancers are seeking more than the typical 10-minute hukilau lesson -- or a quick how-to on swaying their hips. They are seeking an experience that encompasses language, spirituality, culture and philosophy -- and are willing to spend money to get it.
This year, HTA shifted its marketing strategy to put more emphasis on Hawaiian culture. Haas said the marketing theme line in Japan this year is "Discover Aloha."
"Our collateral features hula as part of discovering aloha," he said.
According to Sutekina, hula is catching on in Japan, in part, because of a newfound interest in healing.
Hula sisters unite
Travel wholesaler Jalpak Hawaii is organizing its fourth annual Hula Hoolauna Aloha on Oahu in July, with the goal of bringing hula sisters in Japan together with hula sisters in Hawaii.
Attendance has grown from 72 to 461 since the competition was launched in 2002, and Jalpak expects more than 500 this year.
A performance is planned at Ala Moana's center stage, while the competition will be held at The Royal Hawaiian hotel's Coconut Grove.
Many of the dancers will come with an entourage of family and friends. There is an entry fee for the competition, plus packages available for accommodations and transportation that range from about $1,700 to $1,850.
In November, Jalpak organized a hula workshop on the Big Island, and will offer one on Molokai, for the first time, in May.
Reach Nina Wu at 955-8038 or nwu@bizjournals.com
