If you haven't driven by the Hawaiian Rent-All sign in Mōiliʻili recently, you may have missed the latest message on its marquee sign overlooking Beretania Street.
The sign has been known for spelling out what's on people's minds. The price of paradise is a popular theme, but its messages aren't always controversial.
The Conversation spoke to co-owner Scott Jung about the company's history of poking fun at current events. He and his brother are the third owners of the small business. He reflected on continuing a tradition of satire on a sign, which was grandfathered in when Hawaiʻi adopted strict billboard laws.
And imitation is the best flattery. Jung told HPR that down the street, Washington Middle School had a message on its marquee saying, “When I grow up, I want to be like Hawaiian Rent-All.”
Interview highlights
On how the business got started over 60 years ago
SCOTT JUNG: It was started in 1964 by two brothers, Gordon and Norman Loui, the shop, actually, the original location was over at Ala Moana, next to the Ala Moana mall, and then it moved over in 1969 to our current location with the building. And that's when the sign actually started, because they had window signs at the original place. But here now you got a big corner, and I guess the sign was so big .... and so it really started, the sign itself, the history started in 1969.
On the thought process behind the marquee sign
JUNG: We try to make light of things that are currently hot in the market or in the community that people talk about. And, you know, obviously, the $35,000 bribe that happened to be passed on through a brown bag was kind of unique — a lot of people talking about it in conjunction with the crazy inflation that we're feeling right now. And part of it is, I think, inflation is something that people are concerned nationwide, but here on the island, it seems almost inherently local. The inflation that we're experiencing, sometimes we do it to ourselves, and that's why I wanted to show the difference between the mainland brown paper bag, how much it is like, 26 cents, and you know the saying at the very bottom, 'Loco inflation is local!'
On how he and his brother rein each other in sometimes
JUNG: I think I relish the role of trying to push the envelope — and knowing that my brother's there, or our team, our guys here, who usually have to field most of the calls anyway. 'Hey, if we put that up like that, then I'm just going to be inundated with calls. So let's tone it down a little bit. Or how about this?' And so, you know, I mean, it is a huge team effort.
On the actual business of renting equipment
JUNG: It's funny because our signs are pretty well known, and we've got Hawaiian Rent-All over the place, right? ... But I get stopped around the streets when I'm wearing my Hawaiian Rent-All uniform, and they go, 'Hey you guys, you're the sign guy, yeah?' And then they go, like, 'We love it, but what do you guys do?' And I go, 'Well, you know, my uniform says, Hawaiian Rent-All, so we rent all.' And they go like, 'Yeah, but what do you really do?' It's kind of funny. So one time on our ledge, I put our old machines up there so that when people drive by, they'll see some of the products that we actually rent.
Jung said he gets a kick out of the humorous messages on the state Transportation Department’s electronic signs on the Oʻahu freeways, too. A recent DOT message said, "No be a stinkah, use one blinkah." Spoiler alert: Look for a nod to the DOT messages on the Hawaiian Rent-All sign — coming soon!
This story aired on The Conversation on Feb. 9, 2026. The Conversation airs weekdays at 11 a.m. Sophia McCullough adapted this interview for the web.
