Hawai’i has been the self-proclaimed Aloha State since 1959. But, rather than being a way of living with love and compassion based on Hawaiian cultural values, Aloha is presented as a tangible commodity that helps form the image of Hawai’i.

The first effort to market Hawaiʻi was organized in 1892 by non-native businessmen who wanted to monetize Hawai’i and its unique culture. Through their efforts, an idealized, simulacra of an exotic paradise captured the imagination of travelers. The mid-century use of vernacular photography and the popularity of picture postcards helped to cement this version of Hawai’i in entertainment and popular culture.

Over a hundred years later, visitors are still presented with a vision of Hawai‘i that is washed clean of its complex realities and is overly simplified, mythologized, and frequently exploited for material gain.

“the STATE of ALOHA” is a series of modern postcards that highlight how the commodification of Aloha continues to be an integral part of how Hawai’i is presented to the world.