During the war the product became a staple to the armed forces. It didn't require refrigeration as long as it was in the can and made for a perfect ration in the warmer climates of the Pacific. Once the Hawaiians got hold of it, it became a favorite. SPAM seemed to go well with many of the Asian dishes popular in the area and many kids grew up on it thus making it a fond memory of childhood, perpetuating its popularity.
To quote the SPAM page at Hormel's site: "No single product in history is better known for its heroics during wartime, its accomplishments during peacetime and its popularity during mealtime than SPAM® classic. After more than seven decades in the marketplace, the SPAM® family of products is still the tasty, high-quality kitchen staple made of 100 percent pure pork and ham that the world has come to know and love."
So if you're ready. . .here's a recipe for SPAM fried rice"
Heat a small amount of sesame oil into a skillet and brown spam pieces on all sides. Mix in the rice. Mix the egg with the soy sauce and stir into the hot rice and spam. Stir gently until the egg is cooked. Sprinkle green onions on top and serve.
Ah, if all that creativity could only be used for good. Enjoy your fried rice!