Hawai‘i Takes Flight at Tokyo’s Haneda Airport For Its First-Ever Hawai‘i Pop-Up

Posted on Nov 13, 2023 in HiSTEP, Made in Hawaii, News
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November 13, 2023


The Aloha Market powered by Mana Up is a 15-day pop-up shop featuring more than 40 Hawai‘i brands 

TOKYO  — The Department of Business, Economic Development and Tourism (DBEDT) and Mana Up today announced the launch of a Hawai‘i-themed pop-up retail shop featuring Hawai‘i products at Tokyo’s Haneda Airport. Named the Aloha Market powered by Mana Up, the pop-up shop is set to open its doors on November 15, bringing a slice of Hawai‘i’s vibrant culture, natural beauty, and tropical flair to the gateway to Tokyo. 

With an estimated 60,000 travelers and nontravelers passing through daily at Tokyo’s Haneda Airport departure area where the pop-up will be located, shoppers will have the chance to experience a hand-picked selection of products from Hawai‘i from more than 40 Hawai‘i-based companies including long-standing favorites like Hawaiian Host, Diamond Bakery, Honolulu Cookie Company, Kahala, Kauai Kookie and Leonard’s Bakery, while also offering up-and-coming brands like Ua Body, Nick Kuchar Art & Design and Komodo Hawai‘i, Kō Hana Rum, Noho Home and Maui Ku’ia Estate Chocolate will be making their debuts in Japan at the Aloha Market.  

The Aloha Market powered by Mana Up is a collaboration between JATCO (Japan Airport Terminal Co., Ltd.), the State of Hawai‘i, CPB Foundation, Ulupono Initiative and Mana Up. The Hawai‘i Tourism Authority and Hawai‘i Tourism Japan are also partners for this event. 

“This opportunity is a great way to support Hawai‘i-based companies with their export growth and to further our goals for economic diversification,” said Governor Josh Green, M.D  “Throughout our state, we have companies winning international awards for their innovative and unique Made-in-Hawai‘i products. Many of these products come from our agriculture or are inspired by the mix of cultures so proudly represented in our islands. This project is one way to share with the world the amazing work that is being done here in Hawai‘i and helps to build success stories for local businesses. Mahalo to JATCO for welcoming Hawai‘i into the Haneda Airport for this wonderful event,” said Governor Green. 

This initiative is an outgrowth of the Japan Export Accelerator program run by DBEDT from February to October of this year. Hawaiian Host, Kō Hana Rum, Waiākea, Komodo Hawai‘i, Kauai Kookie and Diamond Bakery were all participants. Spearheaded by Paul Yonamine, Chairman Emeritus of Central Pacific Bank, the objective of the program was to jumpstart or expand each company’s sales in Japan and create established pathways for exporting that others could benefit from in the future. Topics included advice on product development, marketing promotion, export logistics, regulations, supply chain and funding support. 

“The recent Japan Export Accelerator was a big step forward in launching our export initiatives and building a foundation to expand on in the future. We received many new sales opportunities and are excited to be part of showcasing Hawai‘i’s world-class products in Japan, especially at the Aloha Market at Haneda Airport,” says Jason Brand, cofounder of Kō Hana Rum based in Kunia, Hawai‘i.  

Hawaii News Now will be sending a special delegation to cover the events and share the importance of the Japan Export Accelerator program as it relates to supporting local businesses and the economic ties between Japan and Hawai‘i.

To align with “Kokua for Maui — Shop & Show Aloha” efforts, JATCO will donate 10% of sales to the Maui Strong Fund as well as offer donation boxes at the Aloha Market storefront. King’s Hawaiian, Hawaiian Host, Hawaiian Airlines, Waiākea and others are leading activations at the pop-up to generate awareness and connect with Japanese audiences.  

“DBEDT, Hawai‘i Tourism Authority, and Hawai‘i Tourism Japan have come together to bring an array of partners with unique strengths to the project,” said James Kunane Tokioka, DBEDT Director. “The Aloha Market is a fresh way for Japanese travelers to connect with Hawai‘i, keeping us top-of-mind when they are making their travel decisions. Additionally, we are strengthening our longstanding relationship with JATCO and generating valuable revenue for Hawai‘i companies. We appreciate our many partners who have contributed countless hours and resources to make this a positive experience for all,” said Tokioka. 

“The Aloha Market will be a fun immersive shopping experience for customers to touch, feel and taste what Hawai‘i has to offer. It is so much more than a pop-up because it showcases our very best and invites people in to be part of it,” says Meli James, co-founder of Mana Up. 

The Aloha Market powered by Mana Up at Tokyo’s Haneda Airport will take place from November 15 to November 30. For more information about the Aloha Market powered by Mana Up, please visit houseofmanaup.jp. 

Companies Represented:

  • Aloha de Mele
  • Aunty Liliko‘i
  • Big Island Bees
  • Bradley & Lily
  • Diamond Bakery
  • Hali‘imaile Distilling Company
  • Hanalei Beauty Company
  • Hawaiian Chip Company
  • Hawaiian Host
  • Hawaiian Paradise Coffee
  • Honolulu Cookie Company
  • Jules+Gem
  • Kahala – The Original Aloha Shirt
  • Kauai Kookie
  • Kō Hana Rum
  • Ko‘olau Distillery
  • KOHO
  • Komodo Hawai‘i
  • Kona Brewing Company
  • Kula Herbs Excellent Soap
  • Lanai Transit
  • Lanikai Bath & Body
  • Leonard’s Bakery
  • LexBreezy Hawai‘i
  • Liko Lehua
  • Mānoa Chocolate
  • Maui Brewing Company
  • Maui Ku‘ia Estate
  • Mauna Loa
  • Mokulele Farms
  • Napua‘ala
  • Nick Kuchar Art & Design
  • Noho Home
  • Sea Salts of Hawai‘i
  • Sig Zane Designs
  • Taro Brand from Hawaiian Chip Company
  • Tea Chest Hawaii
  • Ua Body
  • Vivi Palette
  • Wrappily

About the Department of Business, Economic Development and Tourism (DBEDT)

DBEDT is Hawai‘i’s resource center for economic and statistical data, business development opportunities, energy and conservation information, and foreign trade advantages. DBEDT’s mission is to achieve a Hawai‘i economy that embraces innovation and is globally competitive, dynamic and productive, providing opportunities for all Hawai‘i’s citizens. Through its attached agencies, the department fosters planned community development, creates affordable workforce housing units in high-quality living environments, and promotes innovation-sector job growth.

About Mana Up

Mana Up is an accelerator and venture fund for Hawaiʻi-based products growing to markets globally, with the mission to increase economic opportunity and jobs for the people of Hawaiʻi. To date, 85 local companies have participated in the six-month accelerator program that provides expansion opportunities and helps solve business challenges. For more information about the accelerator program, visit www.manauphawaii.com, and to shop House of Mana Up, visit https://houseofmanaup.com.  

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Courtney Liu
Mana Up
Communications and Marketing Manager

Laci Goshi
Department of Business, Economic Development and Tourism