Bikinis
The company sponsored bikini competitions to seek women to serve as spokesmodels for their products. Many winners appeared later in advertising campaigns, swimwear, erotic magazines, and lingerie catalogs.
In late 2006, a company opened a theme restaurant called Hawaiian Tropic Zone in New York City near Times Square, advertised as the "Hottest Place on Earth" and using the Hawaiian Tropic Zone name under license. The restaurant featured waitresses in bikinis designed by Nicole Miller and a menu by chef David Burke. Later that year, four former employees sued the restaurant, alleging chronic groping by managers and a rape. Restaurateur Dennis Riese and nightclub owner Adam Hock have ownership interests in the restaurant. The restaurant closed in mid-2010.
In May 2008, the Hawaiian Tropic Brand celebrated the 25th annual Miss Hawaiian Tropic International model search finals at the Golden Nugget Hotel and Casino in Las Vegas.
Since late 2008, the Miss Hawaiian Tropic International model search has ceased to exist in the United States where the former state directors have transitioned to Swimsuit USA, which is now the official successor.
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