While he was a student at the School of Travel Industry Management (TIM School), Jared Matsuki, BS ’19, executive director of Hele Mua, had a defining moment that would shape his future — he attended his first beach cleanup at Makapu‘u Beach Park in 2018. He was a frequent beachgoer, but this time was different because it opened his eyes to a problem hidden under the sand.
Jared Matsuki started Hele Mua to raise awareness of microplastics while creating a regenerative experience.
“I realized just how much plastic was buried beneath the surface — not just large bottles or bags, but tiny, broken-down fragments of microplastics,” he said. “I remember feeling overwhelmed because I could barely make a dent in one small area. That moment stayed with me; it opened my eyes to a deeper problem — one that’s invisible unless you’re really looking.”
Following that fateful cleanup, Matsuki felt inspired to take action. He began volunteering regularly with local nonprofits hosting beach cleanups and learned everything he could about how they were run. He also started making sand sifters with his dad using scrap wood they had at home, using them during small cleanups he organized with friends a few times a year.
When the pandemic hit in 2020, it gave Matsuki time to reflect on what a nonprofit dedicated to raising awareness of microplastics and creating a regenerative experience for participants could look like. Starting with a meaningful name, Hele Mua was born.
He explains that the name means “to go forward,” perfectly aligning with the organization’s mission — connecting tourism and the local community to work together to protect and preserve the ‘āina through Native Hawaiian practices that inspire sustainable living.
By 2023, the organization obtained its nonprofit status and has been growing steadily. Matsuki is joined by fellow alumni Romel Gaspar, BS ’21, account recruiting manager at Actalent, who serves as the board’s community engagement and outreach manager, and Savanna Diorec, BS ’22, catering and conference coordinator for Prince Waikiki, who serves as social media manager. The trio, along with three other board members, host events, partner with community organizations and create hands-on stewardship opportunities.
Cultural Connection and Community Impact
Gaspar says that the cultural education component of Hele Mua is essential because it adds depth to the organization’s mission. When connecting with the community, the board conducts research and consults with cultural practitioners and professionals to ensure cultural elements are approached with care and integrity — and the results have been meaningful.
“One of the most memorable moments was seeing people genuinely surprised and full of joy during one of our events,” he said. “We put a lot of effort into creating an intimate and meaningful atmosphere, so when participants are truly engaged, it makes all the work worth it. Those are the moments that stay with us.”
Diorec enjoys telling Hele Mua’s story in a way that resonates with people online — including those who have never visited Hawai‘i. She hopes that the organization’s work inspires pride and empowerment, showing that taking care of our ‘āina is something we can all be part of.
“Even if someone’s never been to Hawai‘i, I want them to feel inspired to make a difference wherever they are,” she said. “At all of our beach cleanups, we include a Hawaiian cultural aspect — whether it’s starting the day with an oli, playing ‘ulu maika, or making ti leaf leis. We incorporate these practices to educate and keep the traditions alive.”
A Strong TIM School Foundation
During his time as a student, Matsuki says he took full advantage of opportunities available to him, including leadership roles in TIMSA and Eta Sigma Delta. He also participated in the Hawai‘i Lodging & Tourism Association’s Generational Mentorship Program, studied abroad in Tokyo, and completed internships. He reflects that these experiences — alongside impactful courses from professors like Dr. Jerry Agrusa — helped him gain perspective.
“I got to see tourism from so many angles — as a student, an employee, an intern and a volunteer,” he said. “That helped shape how I see the industry’s role in Hawai‘i and why I believe Hele Mua’s mission — to bridge tourism with culture and community — is so important. A lot of what we do today is rooted in the experiences and lessons I picked up during those four years.”
Looking ahead, Matsuki says he would love for Hele Mua to help set the standard for what regenerative tourism looks like. The organization plans to expand partnerships, offer guidance to other destinations, and help Hawai‘i lead by example — showing that tourism can be restorative.
“I got to see tourism from so many angles — as a student, an employee, an intern and a volunteer.”
— Jared Matsuki, BS ’19
If you’d like to learn more about Hele Mua and stay in the loop about future events, visit helemua.org or follow the organization on social media @helemuahawaii.
