A Traveller's Guide to the American Samoan Culture

American Samoan society puts great importance on extended family groups, then villages, then the islands within the territory, and then, with some complex views, to the United States. Everyone plays an important role within the family, where respecting your elders is of utmost importance.

'Aiga: Family is Everything

'Aiga (extended family groups) is at the heart of Samoan society with American Samoa. Often, the larger an 'aiga, the more powerful it is in the traditionally-minded Samoan. Each 'aiga is headed by a matai who represents the 'aiga on the fono (village council), a political structure still used today. A matai is elected by all of the adult members of an 'aiga.

Beneath the matai, members of the village are divided into four categories where close social interaction is generally between individuals of one's own group. The groups are:

• Aumaga - Untitled men, traditionally responsible for growing food.
• Aualuma - Unmarried, widowed or separated women, traditionally provides hospitality and produces goods like handwoven mats and ceremonial handicrafts.
• Faletua ma tausi - Married women, traditionally serve their family and husband.
• Tamaiti - Children, who are traditionally looked after by parents until the age of three, then they are looked after by an older sibling or cousin.

Within this 'aiga structure, the psyche of Samoans is to benefit the "we" rather than the "I". Life is not about individual advancement or achievement; it's about serving and improving the status of one's 'aiga.

Fa'aaloalo: Respecting Your Elders

Arguably, the most crucial aspect of fa'a Samoa is fa'aaloalo (respecting elders). Everyone is expected to obey not only older immediate relatives but also all the matai and people in the village who are older than oneself, even older siblings.

That's why the October event, White Sunday, is such a significant day in the American Samoan calendar, as it is a rare day to celebrate American Samoa's youth.

Fono: The Village Council

The fono is headed by the ali'i (village high chief) and may also consist of a pulenu'u (mayor/police chief) and one or more tulafale (orators).

The pulenu'u acts as an intermediary between the village and the American Samoa Government, also known, for obvious reasons, as the American Samoa Fono or Legislative Assembly, while the tulafale liaises between the ali'i and other outside entities, as well as carries out ceremonial duties.

Fa'afafine: "In the Manner of a Woman"

An integral part of Samoan society are fa'afafine, which roughly translates to "in the manner of a woman". In other words, fa'afafine are men who behave and/or dress like a woman. They traditionally fill an important role by doing the work of both a man and a woman, which is supposedly why you find many fa'afafine working in the public sphere in shops, hotels, restaurants and offices.

With the introduction of rigid Christian values into American Samoa, however, you'll find a paradoxically conservative attitude toward homosexuality. Therefore, fa'afafine is not usually likened to homosexuality or transsexuality as in Western cultures, but more its own notion.

American Samoa is a religious country, particularly devoted to Christianity. Christianity was introduced to the islands almost 200 years ago and has been going strong ever since.

Christianity influences cultural norms, such as observing Sunday as a day of worship and rest, while the church plays a large part in social interactions, provides guidance and redistributes goods and services to those in need.

Every village in American Samoa has at least one church, ideally more grandiose than its neighbouring villages. Churches act as social centres where many villagers are expected to show up each Sunday morning in their formal best. After the Sunday morning church service, a Sunday to'onai (feast) inevitably follows in local homes (fales).

In some villages (but not all), Sa is observed where a gong sounds between 5 and 6:30 pm for 10-15 minutes of silence and prayer.

Learn more about the history of Christianity in American Samoa and which denominations are worshipped in The Guide to Religions in American Samoa.

If there's only one aspect of American Samoa's culture to witness or experience, it has to be Samoan dance and music.

Fiafia

Fiafia means "happy" and was originally a village play or musical presentation where participants would dress in their Samoan best and accept donations.

Today, they are known as "fiafia nights" and come in the form of a musical and dance presentation with siva afi (fire knife dancing) either starting or followed by a large buffet dinner of Samoan and international staples.

Performers will put out a bowl toward the end of the performance for monetary donations.

Not only do fiafia nights incorporate traditional Samoan dancing, such as the slow-moving siva traditionally performed by the coconut-oiled daughter of the high chief, but they sometimes incorporate dance styles from other South Pacific islands, as fiafia nights are as much for locals as they are for tourists.

Witness fiafia and siva afi for yourself with The Ultimate Guide to American Samoa Nightlife LINK#TTD041.

Samoan Music

Like with many cultures, music is a big part of everyday life in Samoa, whether its the beat of the lali drum on fiafia nights, the soaring choir harmonies at a Sunday church service, or the reggae/techno remixes blasting from the 'aiga buses LINK#T002.

The traditional repertoire of Samoan music consists of action songs and chants accompanied by drums and body slaps, while songs were once written to tell stories of events or love stories.

Today, Samoan music takes influences from reggae and hip-hop, with American Samoan artists like hip-hop group Boo-Yaa T.R.I.B.E., contemporary Christian group The Katinas, and the late country musician Aliimau Jr. Scanlan, known as the "Polynesian Cowboy". Other prominent figures include Jonathan Lemalu (opera singer) and Tenelle (American Song Contest finalist.

While traditional crafts were made for practical purposes, today, crafting is mainly reserved for gifts, souvenirs and for ceremonial purposes.

Siapo Cloth Printing

Siapo, commonly known across the South Pacific as "tapa", is one of American Samoa's oldest cultural art forms. Made from the bark of a mulberry (or sometimes breadfruit) tree, the siapo is traditionally used as clothing or currency and is also an important cultural element in traditional ceremonies such as weddings and funerals.

Siapo is readily available to admire and purchase at the Fagatogo Market and craft stores listed in The Guide to Shopping in American Samoa + The Best Places to Shop LINK#TTD094.

Wood Carving

One of the defining images in American Samoan culture is the beautiful wood carvings that demonstrate fale buildings, 'ava bowls, fishing hooks and other features important to the Samoan culture.

Weaving

Both men and women are adept at weaving all sorts of practical items out of palm fronds, including baskets, hats, plates, fale blinds and much more.

There are opportunities to try out weaving for yourself, such as at village-run accommodations, as listed in the 10 Best Cultural Activities in American Samoa LINK#TTD002. Finely woven mats adorn the floors of most Samoan households, while intricately woven handbags are also a common feature at Fagatogo Marketpainstaking.

Tatau (Tattooing)

One of the most important and fascinating features of the Samoan culture is the tatau (tattoo), which is a rite of passage that represents the spiritual and cultural heritage of Samoa. It is also a mark of one's personal and spiritual maturity and commitment to fa'a Samoa.

A tradition that has gone unbroken for thousands of years, even down to the painstaking application method of a sharpened tooth dipped in ink and forcefully tapped into the client's skin, the art form has spread all over the world. In fact, many believe that the Samoan Islands are the ancestral home of the tattoo and have theorised that the modern word for tattoo is derived from the Samoan "tatau".

Like most cultures, food plays an important role in the American Samoan lifestyle. While nowadays, American Samoans enjoy a variety of international foods, particularly American and Asian dishes, there are a few traditional Samoan snacks and dishes that hold strong for family gatherings and fiafia nights.

For your complete bible to all things "food", check out The Food Guide to American Samoa: Places to Eat & Food Tours LINK#TTD040.

American Samoan Food

One of the easiest dishes to find is oka, raw fish marinated in coconut cream with a few other spices or chillis for extra flavour. You’ll find oka available as an entrée at many restaurants across American Samoa, hopefully, presented in a coconut shell for a truly authentic island look!

An iconic Samoan food, palusami is taro leaves cooked in coconut cream to make a rich and creamy dish. It’s traditionally cooked in a hot-rock oven called an umu. What’s more, it won’t be difficult to find on restaurant menus and at fiafia nights across the islands.

Described as the caviar of the South Pacific, palolo is a blue-green reef worm that rises twice per year. Learn more about what these fascinating creatures (and a delicacy) are on our sister guide to Samoa.

There's a lot more where that came from, so head to our guide, Traditional Samoan Food: 20 Foods to Try in American Samoa LINK#TTD044 for more meals.

American Samoan Drinks

Like in many of the Polynesian islands of the South Pacific, 'ava or kava is a popular drink used for ceremonial purposes. 'Ava is made from the root of a pepper plant that has been ground up and mixed with water. It has narcotic/sedative properties, but the quantity usually consumed by tourists won't have much effect.

The Samoan version of hot chocolate, koko Samoa is where cocoa is turned into a paste and mixed with hot water and sugar, which has been part of the fabric of Samoan homes for generations.

American Samoa is home to two official languages: Samoan and English. While English is the language that will help you get by in American Samoa, Samoan is the native language and the language used by locals.

The first thing to know about pronunciations in Samoan is that there are only 14 letters in the Samoan alphabet: a, e, i, f, g, l, m, n, o, p, s, t, u and v. The letters k, h and r are also used for colloquial language and foreign loan words.

Learn about the history of the language, how to pronounce the alphabet and how to say important words in What is the American Samoa Language?

What is the Population of American Samoa?

According to the United States Census Bureau, the population of American Samoa is approximately 49,710, with an ethnic makeup of predominantly Samoan descent.

What is the Ethnic Makeup of American Samoa?

The ethnic makeup of American Samoa, according to the 2020 census, is made up of the following ethnic groups:

• Native Hawaiian & Other Pacific Islander: 44,090 (88.7 %)
• Samoan: 41,382 (83.2 %)
• Niuean: 4 (0.0 %)
• Tokelauan: 7 (0.0 %)
• Tongan: 1,093 (2.2 %)
• Fijian: 333 (0.7 %)
• Other Pacific Islander: 1,271 (2.6 %)
• Asian: 2,878 (5.8 %)
• Chinese: 680 (1.4 %)
• Filipino: 1,699 (3.4 %)
• Japanese: 9 (0.0 %)
• Korean: 136 (0.3 %)
• Asian Indian: 24 (0.0 %)
• Other Asian: 330 (0.7 %)
• White: 374 (0.8 %)
• Black or African American: 24 (0.0 %)
• Some other race or ethnic group: 152 (0.3 %)
• Two or more races or ethnic groups: 2,192 (4.4 %)

Where Do American Samoans Live?

There are more American Samoans living overseas than in American Samoa, but the majority of those living in American Samoa (approximately 95%) live on the island of Tutuila LINK#D006.

According to the 2021 US census estimates, there are over 240,000 people of Samoan descent living in the United States. This includes people from both American Samoa and independent Samoa.

As discussed throughout this guide to the American Samoan culture for travellers, Samoan is a rich culture that, in turn, comes with a few cultural customs that should be kept in mind when visiting.

Clothing Etiquette in American Samoa

When it comes to clothing, it is more respectful to wear modest attire, so avoid touring villages in your tiny short-shorts and tube tops.

Wearing swimmers anywhere other than at the beach or your hotel's pool is a no-no, so always have a lavalava (sarong) handy to wrap around any otherwise revealing outfits.

There is also some clothing etiquette to keep in mind for going to church, including that men should wear pants and a smart shirt, while women should cover their knees and shoulders.

Other Samoan Customs and Etiquette

Unless you're visiting a traditional Samoan home, there's not much more to add to the list of rules and etiquette for American Samoa other than that tipping is not expected but welcomed and to always seek permission/pay entry fees before using the beach. Go into all of the details of these customs in American Samoan Etiquette: American Samoa Customs & Traditions.