Perspectives on Aotearoa New Zealand

St Kevins Arcade, Karangahape Road, Auckland.

Last week the insightful New Zealand Story shared their commissioned market research to unlock the perceptions of New Zealand from other nations, it's so useful to uncover what other people think, and how we are perceived. These ranged across seven key trading markets: Australia, China, India, Japan, Singapore, the United Kingdom, and the United States.

Respondents described New Zealand as far flung, bountiful and beautiful and that people are progressive laid back and humble, connected to nature, there are incredible landscapes to be found and Kiwi's hold a deep passion for the outdoors.

Some of those questioned could not imagine what makes this nation unique, we are mostly known for our Māori culture, Rugby, landscapes, backdrops and natural beauty. We of course have very strong primary industries of agriculture, horticulture and seafood, with a perception of clean, pure and trustworthy products such as dairy, fruit, wine and meat. The suggestion was that we need to showcase what we have achieved, our stories of history and innovation, everything starts from culture, our unique heritage, everything flows from it, brands can leverage it, our skill sets and products. There are opportunities to grow awareness of Māori culture which sets us apart, it was stated that tangible examples are hard to find in daily life. It’s a cultural anchor, everybody wanted to see more, there is a big appetite for it. We are proud of our culture and shared heritage, it is a point of difference.

Recommendations: 

• Nurture our unique culture and values.

• Showcase the arts and celebrate people stories, design, architecture and aesthetics.

• Grow brands that recognise New Zealand values, cultivate expertise, innovation, with sustainability.
  

The distinctive culture and values are at the heart of our proposition together with a rich heritage to grow our reputation. Thanks.

Here is some links:

Perceptions of New Zealand: Market Study

And and RNZ interview with New Zealand Story Chief Executive David Downs: How New Zealand gets brand awareness without spending a fortune

Perceptions of New Zealand from abroad: 2025