So, what is poke? Ask anyone in Hawaiʻi and you'll get the same answer delivered with a smile: it's fresh, raw fish — usually ahi tuna — cut into cubes and seasoned simply, eaten by the scoop with rice or straight from the bowl. The word poke (pronounced POH-keh, two syllables, no accent mark and definitely not "poh-kee") means "to slice" or "to cut crosswise into pieces" in ʻōlelo Hawaiʻi, the Hawaiian language. The name describes exactly what it is, and that plainspoken honesty is part of its charm. Poke is not a trend that started in a food court. It's a dish with roots that reach back centuries, to the very first people who fished these waters.
The ancient roots of poke
Long before contact with the West, Native Hawaiian fishermen would slice their reef fish — often iʻa maka, raw fish like aku (skipjack tuna) or heʻe (octopus) — and season it with what the land and sea provided: paʻakai (Hawaiian sea salt), limu kohu (a fragrant seaweed), and ʻinamona, a rich, nutty condiment made from roasted and pounded kukui nuts. There were no cutting-board rules or recipes written down. It was fishermen's food, made at the shoreline from the day's catch, and it fed families across the islands for generations.
That original style still exists today, and many locals will tell you it's still the best. A proper Hawaiian-style poke doesn't hide the fish. The seasoning is there to honor the catch, not cover it.
How poke evolved
Hawaiʻi's plantation era brought waves of immigrants from Japan, China, Korea, Portugal, and the Philippines, and each community left its mark on local food. Soy sauce (shoyu) and sesame oil arrived with Japanese families, and by the mid-20th century the now-classic shoyu ahi poke — cubed tuna, shoyu, sesame oil, limu, sweet Maui onion, and green onion — had become a fixture at family gatherings, beach days, and every grocery store seafood counter in the islands.
That's something visitors are often surprised by: in Hawaiʻi, some of the best poke comes from the supermarket. Locals line up at the poke counter at Foodland or a neighborhood fish market the way mainlanders line up at a deli. It's everyday food — served by the pound, eaten from a paper bowl in the parking lot, and absolutely beloved.
Classic poke styles to know
Walk up to a poke counter in Kailua-Kona and you'll see a rainbow of options. A few of the classics:
- Shoyu ahi — the gold standard: ahi tuna, shoyu, sesame oil, onion, and limu.
- Limu ahi — closer to the ancient style, seasoned with sea salt, seaweed, and ʻinamona.
- Spicy ahi — a newer favorite, tossed with a creamy, chili-spiked mayo.
- Heʻe (tako) poke — tender octopus, often with chili and onion.
- Salmon poke — a more recent addition, frequently paired with sweet onion and tomato in lomi style.
Poke bowl vs. traditional poke
The poke bowl — a base of warm rice topped with poke, avocado, cucumber, and a dozen possible toppings — is largely a modern, mainland-influenced evolution. There's nothing wrong with loving a loaded poke bowl (we do too), but it helps to know the difference. In the islands, poke is traditionally the dish itself, not the toppings around it. When you order poke in Hawaiʻi, the fish is the star: deep ruby-red ahi, glistening and fresh, often caught in the waters right off the Kona Coast where our shop calls home.
Kona's fishing heritage runs deep. The same legendary waters that host world-famous billfish tournaments supply the ahi that ends up in poke bowls across Hawaiʻi Island. Here in Kailua-Kona, poke isn't a menu item — it's a way of life, and you'll find it celebrated everywhere from fish markets to family lūʻau. It's a big part of why we keep designing shirts that celebrate island food culture — you can see our latest in our Food & Drink collection.
Tips for ordering poke like a local
Say it right: POH-keh. Order by the pound or half-pound at a counter, or as a bowl with rice. Ask what's freshest that day — counters rotate based on the catch. If you see limu ahi or ʻinamona on the menu, try it; that's the closest taste to what Hawaiians have been making for centuries. And eat it the day you buy it. Fresh fish waits for no one.
However you take your poke — traditional with limu and ʻinamona, or piled into a bowl with all the fixings — you're taking part in a food tradition that began with Hawaiian fishermen sharing their catch at the water's edge. That spirit of fresh, simple, generous food is the heart of what poke is.
Bring the islands home: Explore our Food & Drink collection — original designs from our Native Hawaiian–owned studio in Kailua-Kona, Hawaiʻi. Here are a few of the newest additions:
Poke Bowl Tee — fresh ahi, seasoned just right: Hawaiʻi in a bowl, on a shirt.
Ahi Tuna Tee — a tribute to the deep-red catch of Kona's legendary fishing grounds.
Hawaii Foodie Life Tee — for everyone who plans their island days around the next meal.
Aloha Wine O'Clock Tee — because it's always five o'clock somewhere in the Pacific.