Hawaii residents love Spam. In fact, we eat nearly 7 million cans of the versatile luncheon meat every year — more than any other state in America.

Hormel introduced Spam in 1937. Sales of it soared in the islands a few years later when rationing during World War II increased the appeal of protein that needed no refrigeration and had a long shelf life.

Since then creative kama­aina have diced Spam for dips, sliced it for salads, chopped it for casseroles and even slipped it into desserts (Pineapple Spam Upside-Down Cake, anyone?).

"When I was growing up, Spam was on the menu a lot at my house,"xZ said Barbara Campbell, vice president of retail development and leasing for Outrigger Enterprises Group. "A favorite lunch was grilled Spam and cheese sandwiches. So when Bitsy Kelley, Outrigger’s director of programs and activities, stopped by my office one day and asked, ‘Wouldn’t it be fun to have a festival that celebrates Spam?’ I said, ‘Yes! Crazy fun!’"

It was National Housekeepers Week, the second week in September 2001. One of the ways Outrigger executives show appreciation for the company’s housekeepers that week is to cook breakfast for them.

At the time, Kelley was the director of branding and business development for Outrigger’s OHANA Hotels. "I was standing over the frying pan, cooking Spam and chatting with the housekeepers about how Hawaii has the highest per capita consumption of Spam in America," she recalled. "Later that day, I visited Hormel’s website and discovered that it held an annual Spam cooking contest, and the winner won a trip to Hawaii. Here was a perfect Hawaii visitor industry marketing opportunity waiting to happen. Waikiki needed a Spam Jam!"

Kelley took the idea to Campbell, who worked with Hormel, retailers, visitor industry groups and community leaders to bring the event to life. Now in its 11th year, the lively street festival is expected to draw some 25,000 people.

As always, food will be a big part of this year’s festivities. Fifteen restaurants will be offering imaginative creations such as Spam Laulau, Spam Mana­pua and, for those with a sweet tooth, Spam Cheesecake, Spam ‘n’ Apple Cobbler and Choco Spamalicious, a milk chocolate ice cream bar studded with chocolate-covered chunks of candied Spam.

There will be entertainment on two stages, and vendors will be selling clothing, jewelry, local food products and a wide array of Spam logo merchandise. New this year will be a throne made of more than a thousand cans of Spam donated by Hormel. Attendees can make a cash donation of any amount to get their picture taken on the throne (bring a camera). All the money and Spam will go to the Hawaii Foodbank.

The Waikiki Spam Jam is spearheaded by the SJ Foundation, a 501(c)(3) nonprofit organization. "Spam is a staple in Hawaii, and the festival shows so many different ways it can be prepared," said Campbell, the foundation’s president. "Even visitors who’ve never eaten much Spam before line up to try the creative dishes. Helping people in need is another important aspect of the event. It has an unbeatable recipe for success: fun, aloha and great food and entertainment in a beautiful Hawaii setting."

SPAM THAI-STYLE MEATBALLS

This dish by Caroline Burgess of Albuquerque, N.M., won last year’s Great American Spam Recipe Contest. She’ll be attending the Waikiki Spam Jam this year, and Jimmy Buffett’s Restaurant & Bar will be serving her award-winning meatballs.

1/2 cup uncooked short-grain white rice
3/4 cup coconut milk
1/4 cup water
2 tablespoons green curry paste
1 12-ounce can Spam Less Sodium, grated
2 tablespoons chopped fresh cilantro
1 cup flaked sweetened coconut
1 cup panko bread crumbs
2 egg whites, beaten
Sweet chili sauce, for dipping

INSTRUCTIONS

Rinse rice under running water in metal sieve until water runs clear. In small saucepan, combine coconut milk, water and curry paste. Add rice and bring to a boil. Immediately reduce heat to low. Cook rice on lowest setting 20 minutes or until cooked.

Heat oven to 375*F. In a large skillet, cook Spam on medium-high heat 5 minutes or until it is browned. Remove from heat. Stir in rice and cilantro; let cool.

In a shallow dish, combine coconut and bread crumbs. Form 1 tablespoon mixture into meatballs. Dip in beaten egg white, then in coconut mixture. Place on parchment paper-lined baking sheet. Bake 8-10 minutes or until golden brown, turning occasionally. Or deep-fry meatballs in hot oil until golden-brown; drain on paper towel. Serve with sweet chili sauce for dipping. Makes 18 meatballs.

Cheryl Chee Tsutsumi is a Honolulu-based freelance writer whose travel features for the Star-Advertiser have won several Society of American Travel Writers awards.