Along the way to the silver anniversary of his surfing contest, China Uemura has developed a golden touch.

His reward, however, can not necessarily be measured in dollars.

"This is 25 years for this contest now," he said. "I've seen kids grow up and become pros. They're representing Hawai'i around the world. That's what makes me happy. That's one of the reasons why I keep doing this."

There are many other reasons.

China Uemura's 25th Annual Longboard Surfing Classic started on Thursday and will conclude today with finals in the amateur divisions at Kuhio Beach, Waikiki.

Uemura created the contest in 1985 as his way of showing thanks to the community that supported him during his successful run as a professional longboard surfer in the 1970s and '80s.

"To tell you the truth, I didn't think I would live another 25 years, so no, I never expected this contest to still be around," said Uemura, 54.

In 1985, Uemura's inaugural contest drew around 120 surfers and required two days of competition.

This year, the contest ran for four consecutive days, and there were more than 470 entries, making it the most popular longboard contest in the world.

"This is the 25th annual, so I think that had something to do with it," Uemura said. "I know a lot of my friends came back just for this one."

Dennis Elaban made a trip from Maui to enter this year's contest. He is a longtime friend of Uemura's, but last entered the contest in the 1980s.

"I haven't done any contests for a long time," said Elaban, 58. "But if there's one contest I can do, it's this one. China does this for a good cause, so you feel good about doing this contest whether you win or lose."

In 25 years of running the contest, Uemura and his family have never made a cent from it. Each year, he donates the proceeds to a charity. Around $200,000 has been generated for charities through his events over the years.

This year's primary beneficiary is Shriners Hospital for Children.

"What it means is that we get more money to go toward the building of our new hospital," said Iwalani Dayton, director of development for Shriners Hospital for Children. "And this event helps us to raise awareness for who we are and what we do. This helps get our name out in the community, which in turn allows us to help more children.

"So we are so grateful for a person like China."

Uemura said he will also make a donation to Halau Ku Mana, a public charter school with an emphasis on Hawaiian language and culture.

Uemura's contest has also developed into a beach party, rather than just a surfing contest.

This weekend, a stage was set up so various bands could entertain the crowd. There are also games for the youth competitors, and random drawings for prizes.

"This is a wonderful thing China started 25 years ago," said Cal Ah Loy, who has participated in more than 20 of the contests. "I was here for the first one, now I have my son-in-law and my grandson in the contest, too."

Uemura is quick to credit the corporate sponsors that allow him to keep the contest running. He said Piko, Russ K. Makaha, Bud Light and KanDoo were the biggest donors this year.

"It's not just me; so many people help out," Uemura said.

Uemura also likes to take a non-traditional approach in his awarding of prizes. Youth surfers from underprivileged families, or students with outstanding grades, often get the best stuff, regardless of how they do in the contest.

"Most other contests, it's about winning," Ah Loy said. "This one is about aloha."

As more proof, Uemura said he will give a special award this year to Jason Vitullo, who does not even surf. Vitullo, 26, became disabled in a car accident as a child, but still goes to Waikiki Beach every day to watch the surfers and pick up trash along the beach.

"China has such a big heart," Ah Loy said. "That's why so many people are here."