Whether it’s the beautiful flowers, the music or the gentle moves that promise women a flat stomach, hula, the traditional dance of Hawaii, has found international appeal. Hula Lehua, a clothes brand bringing Hawaiian fashion to Japan, cashes in on the popularity of hula, and as a celebration of Hawaiian culture will present the Miss Hula Lehua Contest 2014 at Tokyo’s Roppongi Hills Arena this weekend.

Although the name might suggest otherwise, Miss Hula Lehua Contest 2014 is not strictly a dance competition. It’s more akin to a beauty pageant, providing a chance for people to come together and vote for their favorite hula-dancing girl. The winner will then go on to become the face of the Hula Lehua/Hula Hawaii brand for the following year, appearing in magazines, on television and in other stage events and concerts.

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