Merrie Monarch's Craft Fairs
Story by Teiya Myers
Interviewee: Dr. Colby Miyose
Photos by Hunter Marion
Every year, the sleepy town of Hilo jolts awake as Merrie Monarch festivities approach. The festival has long been celebrated for its culturally significant events, but lately has been overshadowed by its craft fairs. These pop-up events host numerous small, locally owned businesses, which drives higher exposure rates and sales to new and recurring customers. Despite only one craft fair location (found at the Afook-Chinen Civic Auditorium) being sponsored by the event itself, many other locations in Hilo host artisanal markets during the week.
I’ve heard accounts from many individuals of only participating through craft fair shopping. Some have a desire to attend Merrie Monarch, but others only intend to partake in the festival through shopping. Although these fairs offer a more accessible way for the public to engage, this shift towards Hawaiian product consumerism highlights an ongoing trend happening all throughout Hawaii’s community.
To explore this further, I asked Doctor Colby Miyose, a professor specializing in critical cultural media studies to grasp the big picture. I first discussed with him the increasing trend of consumerism, specifically surrounding this event, asking what its driving factors are and what it means for Hawai‘i’s community.
Dr. Miyose talked about how there are two ends of the spectrum for viewing this event for Hawai‘i’s locals. While some view Merrie Monarch as the “pinnacle of Hawaiian culture” –partaking in culturally enriching activities and supporting people within their community through craft fairs–others engage in a more performative light. Dr. Miyose highlighted that on the performative end, people have begun buying certain products and brands that signify their status as locals, along with their socioeconomic status. This means that going to these pop-up vendors indicates you have the means to be able to afford taking off work to purchase goods–a luxury that many don’t have here in Hawaiʻi.
Despite Hawaiʻi having its own unique and rich culture, it is a state consumed by Western influence. We are constantly fighting a balance between two distinct cultures. According to Dr. Miyose, Hawaiʻi is culturally individualistic when it comes to consumerism, but collective or community-based when it comes to culture and family, always negotiating between the two. This constant negotiation leads to what Dr. Miyose called the “hedonic treadmill”, a cycle of constant dissatisfaction. This is where the initial feeling of satisfaction for a consumer quickly wears down after buying something new, eventually looking for their next purchase. This behavior is fueled by new materialism, a need to buy new things and consume to fit in and feel a sense of belonging. Not only does this behavior negatively affect the emotional wellbeing amongst individuals in Hawaiʻi, but it also creates financial stress from a need to constantly buy and consume.
“Ultimately, the growing commodification within Merrie Monarch week and Hawai‘i isn’t inherently harmful–it’s the intent that matters."
It's even further complicated through the movement of “supporting local”–where Hawaiʻi’s consumers are encouraged to buy from small, locally owned businesses. Though made within Hawaiʻi and supports those living here, local products are often sold at a higher price due to smaller production and limited materials compared to large corporate brands. This well-intentioned phrase, meant to lift the community, has almost put a burden on the consumers. Many feel pressured to “support local” despite not having the economic means to do so. Supporting local is a powerful political and economic statement on a consumerist level, but is only accessible to those who can afford it.
For many individuals and families in Hawaiʻi, the high costs of living leaves little to no room for purchasing goods at a higher price. I asked Dr. Miyose about his take on this issue. He emphasized that people who can afford locally owned products should support local businesses and cultural solidarity, however those who cannot should not feel obligated to do so at the expense of their basic needs.
Merrie Monarch 2025 kīpaepae ceremony at Afook-Chinen Civic Auditorium.
