Aloha Poke Co. Apologizes To Native Hawaiians | Eater Chicago

"After a viral video accusing it of cultural appropriation, the company posted a lengthy apology attributed to CEO Chris Birkinshaw for triggering emotional responses while also denying any attempt to monopolize the Hawaiian words “aloha” or “poke.” The statement pointed to two federal trademarks covering the chain’s logo and the combined phrase for restaurants, catering, and takeout, asserted those marks do not prevent others from using “aloha” or “poke” separately, and characterized outreach to other businesses as cooperative — adding that it has not sued or forced any restaurants to close. Nonetheless, many locals remained angered, saying the trademark enforcement and attorney letters effectively pressured small, often Native Hawaiian–owned businesses to rebrand and sparked concern that community members cannot freely use their own language." - Ashok Selvam