Living celebration of Hawaiian art, culture and community: Official Merrie Monarch arts, crafts fair about much more than simple commerce

Koa Kards owner Alliya Gabriel was living in Hilo about 5 years ago when her family business was rebranding itself after three decades of already serving the Big Island community with high-quality and often personalized koa creations.

The retailer’s mantra is “Don’t just own something made in Hawai’i, own something that is Hawai’i.”

“We thought Merrie Monarch would be a good place to show off what we have to offer,” said Gabriel.

Now, 2026 marks the fifth year Koa Kards — maker of products such as postcards, bookmarks, magnets, earrings and more, even stickers, using 100% Hawaiian koa wood — will be among more than 150 vendors featured during the official Merrie Monarch Hawaiian Arts & Craft Fair.

“It’s probably the most thrilling — and exhausting — experience to go through for 4 days,” Gabriel said. “We choose to continue because of the community in Hilo that always shows up to support Hawaiian-owned businesses and the staff that runs Merrie Monarch. They are amazing people!”

Merrie Monarch Hawaiian Arts & Crafts Fair returns Wednesday through Saturday, April 8-11, at Afook-Chinen Civic Auditorium and adjacent Butler Buildings in Hilo during the 63rd annual Merrie Monarch Festival.

Admission is free to the event spotlighting Hawai‘i’s most talented artisans bringing a diverse range of Hawai‘i-made products alongside local food vendors, daily performances by local hālau and hands-on cultural demonstrations including pa‘u drum making, kapa crafting and more.

Open from 9 a.m. to 5 p.m. Wednesday through Friday and 9 a.m. to 4 p.m. Saturday, the Hawaiian arts and crafts fair is more than just a marketplace.

“First and foremost, this is the official Hawaiian arts and crafts fair of the Merrie Monarch Festival,” said fair co-chairpersons Taylor Escalona and Kegan Miura. “That connection to the festival is at the heart of everything we do.”

The fair is a living celebration of Hawaiian art, culture and community.

What makes it so special is its authenticity.

“You have master craftspeople working right alongside emerging artists, families passing down traditions across generations and visitors who travel from all over the world specifically for this event,” the co-chairpersons said. “It’s a place where you can watch a kapa demonstration, see live performances from local hālau and connect with the people behind the art. The artisans and volunteers who return year-after-year are truly the heartbeat of this event, and that aloha spirit is something you really can’t replicate anywhere else.”

Gabriel said there’s an overwhelming feeling of love participating in the fair each year and being part of the festival.

“Everyone is so supportive in small businesses, as well as all the hard work the hālau do all year round just to compete,” she said. “It’s always a high-energy environment that comes together for it’s community and people.”

Merrie Monarch time is Koa Kards busiest season — more so than Christmas.

Gabriel and her team plan all year just to attend the arts and crafts fair. The business debuts a majority of its new releases during the fair, plus it gets most of its wholesale accounts from the event.

Their favorite part is showing off the many different ways Koa Kards uses koa wood — not in a traditional sense, but with a more modern take. Gabriel added they also look forward to meeting old friends and new each year — whether they shop with Koa Kards or not.

“Engaging with community and building relationships is really what we are there for,” she said.

The Hawaiian arts and crafts mākeke boasts its own rich about 50-year history, having been part of the Merrie Monarch tradition since the 1970s. It started off at the former Seven Seas location and was then organized by nuns at Saint Joseph School.

It now takes more than 50 dedicated organizers — every single one of them a volunteer — to bring the fair to life each year, and planning it truly is a year-round effort.

“We begin accepting returning vendors from the previous year and continue that process throughout the year,” said the co-chairpersons. “For new vendors, our application opens during the summer, and by November or December, all vendors are typically confirmed. We communicate regularly with our vendors throughout the process to make sure everyone is prepared.”

Vendors begin setting up the day before the fair opens, “so it’s all hands-on deck to get everything ready” to ensure everything is ready for the estimated about 35,000 people who typically attend throughout the 4 days of the event each year.

“Which is a testament to how much this event means to both the local community and visitors from around the world,” said Escalona and Miura.

They said there’s nothing like watching the crowds stream in, coming together on opening day, after having spent months of planning and coordinating to make it happen.

“The energy on opening day is electric,” the chairpersons said. “You see the excitement on people’s faces as they discover new artists, reconnect with favorite local vendors and immerse themselves in the culture.”

The fair welcomes several new vendors this year, including Arlie Glass, Awaiaulu, KoaMalu Collective, Punahele Jerky Company, Linomelia and Princess Kaiulani Fashions.

“It’s always wonderful to bring fresh talent and new offerings into the fair alongside our returning artisans,” said Escalona and Miura.

Throughout the fair’s 4 days, a wonderful rhythm develops with the live music and entertainment, demonstrations and conversations between artisans and visitors, reminding the volunteers about why they do it every year.

Those who attend get to take somewhat of an adventure, exploring an extensive selection of Hawai‘i-made creations — including some from right here on the Big Island — such as aloha wear, fine woodwork, contemporary photography, unique jewelry, local foods, traditional music, natural skincare items, gifts and, of course, official Merrie Monarch merchandise, including T-shirts, hoodies, programs and more.

Organizers and volunteers behind the annual Merrie Monarch Hawaiian Arts & Crafts Fair don’t take lightly the honor and responsibility of bringing together those more than 150 Hawaiian businesses, artisans, entertainers and others — the event is about so much more than simple commerce.

“It’s about creating a platform where local artisans and creators can share their work, sustain their livelihoods and keep Hawaiian traditions alive,” Escalona and Miura said. “When you walk through the fair and see over 150 vendors showcasing everything from fine woodwork and aloha wear to traditional music and local food products, you’re seeing the depth and vibrancy of Hawaiʻi’s creative community.”

Being able to support that and continue to offer free admission so everyone can be part of it is something of which they are deeply proud.

Hawaiian Airlines, Big Island Candies and Waiākea Water also are partnering together again this year to provide complimentary shuttle service from 8 a.m. to 6 p.m. Thursday and Friday, running between Hilo International Airport, Prince Kūhiō Plaza, Banyan Drive, Big Island Candies and Afook-Chinen Civic Auditorium.

Complete details about the cherished tradition can be found on the fair’s Facebook and Instagram pages @merriemonarchcraftfair.

An on-site ATM is even available for convenience, as some vendors might accept cash only.

Escalona and Miura said being part of the Merrie Monarch Festival in any capacity is a profound privilege. It is, after all, the world’s premier celebration of hula and Hawaiian culture — and the arts and crafts fair is an extension of that mission.

“We get to showcase the incredible artistry and creativity that flows from Hawaiian cultural traditions — from kapa crafting and paʻu drum making to contemporary expressions of Hawaiian identity,” said the chairpersons. “It’s about honoring the past while supporting the artists and cultural practitioners who are carrying these traditions forward for future generations.”

Follow Merrie Monarch Arts & Crafts Fair on Facebook and Instagram or visit the fair web page at the official Merrie Monarch Festival website for additional information and updates.