THE POLYNESIAN THE eo» Issued at Sea on Board Matson Liners POLYNESIAN @ Issued at Sea on Board Matson Liners 7 + 6 ind e+ is? Musa-shiya Rubs Aladdin’s Lamp By Lill Du Soe and Owen Atkinson, in Forbes’ Magazine was entangled in a problem of merchandising for the Honolulu Iron Works. He glanced up with a frown to see the smiling, bowing, politely hissing little Japanese standing before him “How are to advertise?” Musa-shiya asked simply. He was in trouble with all these English shirtings on his hands and he knew it. He had to have help and this tall haole, (white man) looked capable and trustworthy. Mellen was interested. Musa-shiya’s problem presented a new and amusing angle in advertising. He agreed to handle the shirtmaker’s account. Then came the question of copy. Musa-shiya spent a laborious afternoon writing his first advertisement. The next day he proudly delivered it to his adviser. Mellen glanced over the _ scribbled piece of wrapping paper. He smiled, then he grinned. He clapped the slender Japanese on the back enthusiastically. Then he read the copy aloud. It began: *€ ~@ -I-E! More shirtings come?” wailed Musa-shiya, the little Japanese shirtmaker as he watched another huge packing case being unloaded in front of his shop on King Street near the fish market in Honolulu. “Aie, aie!” he moaned. “Too much shirtings. No can sell for twenty years.” Long before the World War he had been sending orders to the big textile firm in England. Now, his many requests for materials long held up by war-time conditions, were being delivered with a rush. His shop was small, his business limited to a few Japanese and Hawaiian friends. With this great accumulation of stock, Musa-shiya faced ruin—financial collapse and disgrace. . Musa-shiya began a cautious inquiry among his Japanese acquaintances. “How these beeg store get plenty business?’’ he asked Odo, NOUNCE O who could. friend the INSIDE. FEELING FOR NO VERY FEELING HEART KINE A —_ ee Musa-shiya himself, on state occasions, Mellen panama Photo in Japanese f. Gates Thes Tel ner garb, worn anMellenimpressive Asso- Why Hawaiian Beef is Delicious Nobody knows just why, but everybody who has tasted it knows that Hawaiian beef is the most savory and delicious beef in the world. According to old-timers, one reason why it is so sweet, firm and fine flavored is the fact that many of Hawaii’s cattle do not drink water, but depend on the dew and rain on the foliage and grass. This they have learned to do because in the high volcanic mountains rain goes right through the ground. There may be other reasons— climate, forage—we don’t know. But try it yourself—ask for Hawaiian beef in the cool, sweet, wholesome “market that makes your mouth water,” where every food requirement can be met. Meat, bakery, grocer, delicatessen, fruit and vegetable departments. BE-EG [aes being maga- newspapers Dt Baggage Room Hours The baggage room is open daily from 10:30 to 11:00 a. m. and 4:30 to 5:00 p.m. The attendant will assist passengers in opening and closing trunks. Baskets are provided in baggage room for the convenience of passengers when carrying belongings from baggage room to stateroom. your Caen 50 SouTH KING STREET HONOLULU SWEET- SALES. NDIVIDUALITY emphasized in the smartest creations of sport and afternoon dresses, evening gowns, millinery and feminine accessories. ments of Webster, it’s were and in zines, in some cases as a Sample of the crudity of advertising in such far-away places as Honolulu, in others as example of Oriental cleverness and shrewdness in adapting the copy to the shop it advertised. Not only has Musa-shiya’s shop become known to a world-wide clientele, but the advertisements themselves have been sought after by thousands of visitors to Hawaii. It has become the vogue among the residents to slip these ads in with their letters “back home,” because of their quaint, humorous trend. BUT ‘““Musa-shiya, you’rea great copy writer,’ said Mellen. “Your stuff rings with sincerity. It may not fill all the requirebut at OCERY AND KINELY FOR Copies of his advertisements reproduced re Me ALSO FUNNY WEATHER. SO ONNONCE of GLAD DO SOMETHING WORK. FEELING call. George ay MENT IN HawalII ALSO. But FEELINGS DIFFERENT an advertising agency, so one morning he dropped in for a polite SHIRT- ON GENTLE FOOT BUT HARDLY CAN TELL FROM WINTER GOING WHICH HAVE GENTLE MOVE- gave name ra) SPRING- HERE ARRIVE SPRINGS This friend Odo could not tell him, so he went in search of somehim Happy TIME. ENGLISH INGS ARRIVAL. know. white Just now you had progress very slightly distances for Hawaii. Suppose you had suffer seasick very sorrow for you. Then, if you feeling sickness this time I was shame speaking my shop Honolulu because maybe just now you refused think for shirt, kimo-no, etc. and etc. All right. Well, maybe tomorrow | will speaking for its. Sayonara. Musa-sHIyA, THE SHIRTMAKER (ALSO DRY GOODS SHOTEN SELL) BEG TO AN- his friend from the Odo Shoten. “Ah, they got lots money, they advertise,’’ explained the more experienced Odo. “How are to advertise? How much costings?” Musa wanted to one Musa-shiya the Shirtmaker speaking... ing. It goes as it stands.” After the first advertisement, George Mellen wrote the copy. But he carefully imitated Musashiya’s style of pidgin-English, improving the humor of it as he went along.... Business began to follow the novel advertisements. Slowly at first, then in rapidly increasing leaps and bounds. Musa-shiya hired another clerk and a seamstress. The huge and forbidding stock of English shirting material was being used up with gratifying speed.... Musa-shiya’s fame spread. Visitors to Hawaii read his unusual ads and went in search of his shop. They bought shirts, kimonos and lingerie. Women from Chicago, New York and Pittsburgh were delighted with the courtly, slight Japanese and the fine silks and workmanship to be found in his store. They sent copies of his advertisements to their friends in the States—who also ordered shirts and kimonos. Mellen wrote more advertising. Musashiya got more orders for shirts, and “dry goods selling.” He was receiving orders now from all over the world. convinc- Musa-shiya’s customers include hundreds such as this happy group in a Japanese of Japanese men and women of Honolulu, tea garden grounds. Photo by Williams. > + toi Dine oe Established 1858 Corner Fort and King Streets Honolulu Hawaiian ese Style Is it the food alone that makes you enjoy dinner so much? Or is it the combination of service, delicious, appetizing food, cool air, and the tropical atmosphere of lazy palms and the dark sky above? Try luncheon or dinner at CHILD’S, and see if you don’t enjoy it enough to go again and again. CHILD’S |& A corner of the Palm Garden. the open-air eart of Honolulu. dining room in the Three Bell Coffee Shop and Palm Garden Fort Street, Honolulu The SPORT MODELS PARIS IMPORTATIONS DRESSES, GOWNS, MILLINERY” Finest Drive Islands is to in the Cooper RanchInn eT ING the spine to find the cause of pain, nervousness and illness anywhere in the body. In that great trunk line of the nervous system the cause is usually found. Relief is often brought about by Chiropractic where all other means have failed. T. F. ARNOLD, D. C., Ph. C. 406 Hawaiian Trust Building, Honolulu Telephones: Office 4233; Res. 79663 [ Hauula—Windward Oahu] Thirty miles of surpassing beauty, over a perfect highway ...andacharming little inn at the end. You will re- member with pleasure your visit there. THe BANK OF BISHOP &.© LIMITED HONOLULU Travellers are cordially invited to visit our new home Bishop and King Streets The oldest bank in Hawaii will give you a warm welcome and handle your CABLE TRANSFERS LETTERS OF CREDIT FOREIGN MONEY TRAVELLERS’ CHEQUES