Brad Miura—known to thousands as "Unkoholics"—has transformed Hawaiian social media with his simple yet compelling "what's your name and where you from?" food sampling videos. Behind this viral sensation lies a profound story of cultural preservation, entrepreneurship, and the true meaning of aloha spirit.
From his day job as a construction project manager to his evenings spent meticulously preparing lomioio, Brad reveals the exhaustive behind-the-scenes work that goes into his seemingly effortless content. "Every day I come home from work doing something—shelling, scraping fish, chopping vegetables," he shares, highlighting a dedication to craft that's becoming increasingly rare in Hawaii. While critics occasionally question his pricing, Brad's straightforward response—"I paid 13 grand last year in taxes just from fish"—underscores the legitimate business beneath the social media persona.
What makes Brad's approach particularly significant is how he's preserving traditional Hawaiian food culture while adapting to modern platforms. In an era where many content creators chase controversy, Brad has built his following through positivity and cultural appreciation. His videos serve as mini-documentaries of Hawaiian food culture, capturing authentic reactions to traditional foods that might otherwise fade from public consciousness. This dedication extends beyond content creation to community building, with Brad frequently collaborating with other local vendors and creators.
The conversation takes unexpected turns, revealing Brad's previous life as a youth softball coach who built a non-profit program in Waipahu, providing affordable opportunities for low-income families. These glimpses into his character illuminate why his current social media success resonates so deeply—it's built on a foundation of genuine community service and aloha.
Looking ahead, Brad hopes to expand his reach across the mainland, bringing a taste of Hawaii to displaced locals while introducing new audiences to Hawaiian cuisine. His mission transcends business growth; it represents cultural ambassadorship that keeps Hawaiian traditions vibrant in an increasingly homogenized world.
Follow Unkoholicspupus on Instagram, Facebook, and TikTok at @unkoholicspupus to catch his next pop-up location or simply enjoy a daily dose of authentic Hawaiian culture and community.
