Google Data Studio report of “Aloha” as part of trademark. Data collected from TESS, United States Patent and Trademark Office.
- As of June 2020, only 27% of the 539 live trademarks that incorporate “aloha” as part of the trademark name are registered to an address in Hawai’i.
- updated 8 Jan 2021: Microsoft Edge browser default Tracking Prevention (“Balanced”) settings may not render Google Data Studio data correctly.
- Optional, change Tracking Prevention settings from “Balanced” to “Basic”.
- PDF version available: Aloha_trademarks
Cultural appropriation of Hawai’i values
Following the Aloha poke and Salesforce ohana controversies, I wanted to present a data view of how much of Hawaii is incorporated into trademarks of business products and services. I don’t claim that all non-Hawaiian registrations represent appropriation (as opposed to honoring) culture, but offer the work only as a means to track. Please visit other sites better positioned to discuss appropriation of Hawaii culture. For example:
- Kaʻahele Hawaiʻi
- Shroeder & Borgerson (2008) Packaging paradise: Organizing representations of Hawaii
- Trask, H. K. (1991). Lovely hula lands: Corporate tourism and the prostitution of Hawaiian culture. Border/Lines, (23).
7 June 2020, M. Dohm, Chaminade University