In a bold and innovative move that seeks to redefine how Fijians and visitors enjoy one of the country’s most cherished traditional beverages, leading yaqona retailer Lami Kava launched its brand-new kava lounge, Vale Kava, last Friday.
Situated along Nukuwatu Street in Lami, the new lounge is a first-of-its-kind concept space dedicated entirely to enhancing the kava experience.
The Sunday Times caught up with Lami Kava’s proprietor, Donny Jason Yee, who spoke about the inspiration behind the unique venture and his vision for the future of the industry.
A second-generation kava entrepreneur, Mr Yee took over the reins from his father, Peter Yee, who started Lami Kava in 1982.
Donny officially purchased the business in 2006, and now forges a new path for the brand.
“We’re just trying something different,” he said.
“Everyone’s doing the same thing – there are kava shops everywhere. But we wanted to do something new and exciting.”
A modern twist
In the 1980s, when the senior Yee pioneered the concept of a specialised kava outlet, the idea was groundbreaking.
Before then, kava was mainly bought from markets or grocery stores.
Now, Donny is adding a modern twist to that legacy.
“This is not an overseas style kava bar.”
“We’re not infusing or altering the product. This is about kava in its natural form, pure waka and lewena, sourced from different parts of Fiji.”
From the mountains of Namosi to the islands of Kadavu and Koro, Vale Kava offers customers the chance to handpick the origin of their kava.
“You can come in today and try Gau kava and tomorrow opt for Koro. You can even mix them.
Maybe the Vanua Levu kava last night was too strong – then today, mellow it out with a bit of lewena,” said Mr Yee.
Every kava drinker has their own preference, and they are no different to other beverage consumers – same as how a coffee drinker would prefer an Arabian coffee from a South American coffee or vice versa, or a wine lover would prefer New Zealand wine over Australian wine.
Kava is now an exciting commodity and is rapidly gaining popularity worldwide.
New kava drinking experience
All grinding and mixing can be done on-site using in-house equipment, and customers can either enjoy a bowl with friends in the lounge or take their freshly ground kava home.
There’s even an option to sample freshly squeezed green kava juice, either served on the spot or packed in frozen mulched form for your convenience.
The idea behind the design and interior of the lounge was, according to Yee, an accident.
Renowned local artist Jack Eastgate was initially brought in to do murals for the space. Eastgate was offered space in Vale Kava to exhibit and sell his pieces.
“There was no plan for this,” Mr Yee admitted.
“Jack came in to do the murals, and then he needed somewhere to display his art. So, I said, bring it here. Just helping a young artist out – and it was the right timing as well.”
“It’s mutually beneficial, he gets a place to showcase and sell his paintings and for us it makes the shop look more vibrant,” he said.
But beyond creating an appealing space for kava lovers, Mr Yee believes Vale Kava also answers a very real concern among some consumers – transparency.
“I had a friend who told me he didn’t like drinking powdered kava because he didn’t know what the kava powder was made up of. He wanted to see the waka himself before it was ground. That really stuck with me, and I realised that there might be others that feel the same.”
According to Mr Yee, this openness, the ability to see, choose, and prepare the kava yourself, gives consumers greater trust and ownership over what they’re drinking.
The future looks bright
Reflecting on the state of the industry, Yee remains cautiously optimistic.
“The government has been very supportive in helping farmers, exporters, and business owners like us. That’s the positive side,” he said.
However, he also acknowledged ongoing challenges.
Diseases affecting the plants and widespread theft from farms are a major concern. Some farmers have lost entire fields from kava dieback disease, and others are giving up because their crops are being stolen.
Despite these setbacks, Mr Yee believes the future of kava farming remains bright, particularly for Fiji’s iTaukei youth.
“If there’s any time, I would urge iTaukei youths that have land back in the village to get into commercial kava farming now, don’t waste time, sacrifice and put in the hard yards and I guarantee you will be reaping the rewards three years from now,” he advised.
With its modern presentation, ethical sourcing, and respect for tradition, Vale Kava represents a significant leap forward for Fiji’s beloved national drink.
As the doors of Vale Kava open to the public, it may just mark the beginning of a new era in how yaqona is experienced, celebrated, and shared – not only in Fiji but potentially across the region and beyond.
Jack Eastgate murals enhance the ambience inside ‘Vale Kava’.
Picture: JACK EASTGATE
Lami Kava managing director, Donny Yee (right) shows DPM Manoa Kamikamica the varieties of kava offered. Picture: MINISTRY OF TRADE.
Left: Yee demonstrates to DPM Manoa Kamikamica the process of grinding kava.
Picture: MINISTRY OF TRADE
Above: Products like ‘layalaya’ shots and tumeric smoothie are also at Vale Kavaavailable.
Picture: MINISTRY OF TRADE
