There’s no mistaking the captivating sound when someone blows into a pu, or conch shell. Listen to keiki give it their best try at the Pu Ha‘aheo (“cherish the conch shell with pride”) — 2nd annual Keiki Conch Shell Blowing Contest Sept. 15 at Pearlridge Center’s Downtown Center Court.

It “is so incredible to watch (these children) because there is such stature, boldness, ease and strength that goes into being or becoming a conch blower,” said Kumu Hula Blaine Kamalani Kia, one of the event organizers. “It is an art form all its own.”

The contest is a featured event of the Keiki Ho‘olaule‘a, happening on the same day at the mall’s Uptown Center Court. The hoolaulea — hosted by Pearlridge Center in partnership with Aloha Festivals — features free activities, demonstrations, arts-and-crafts stations, and performances by keiki musical groups and hula halau.

Young hopefuls can learn the basics or polish their skills at conch-blowing workshops 11:30 a.m. and 1:30 p.m. Saturday at Downtown Center Court. Then they will be eligible to compete in kahiko (ancient) and auana (modern) categories Sept. 15.

Entrants must also have a 2018 Aloha Festivals Ribbon ($5) to participate. Register at 808ne.ws/2LYNgFJ.

“When you hear the pu, you know something is happening or about to take place,” Kia said. “You become entranced by its sound that allures you to pay attention.”