New Zealand’s global brand continues to be shaped by natural beauty and agriculture, according to a new international survey.
The Market Pulse 2025 study by New Zealand Story examined views from seven major export markets. While respondents credited the country with sustainability, economic stability and friendliness, associations with lamb, dairy and sauvignon blanc dominated. Researchers warned that these perceptions could slow momentum in broadening trade opportunities.
New Zealand ranks 25th out of 193 nations on the Global Soft Power Index, up one place from last year.
“New Zealand’s performance on this index, as clichéd as it is, we punch above our weight, which is great,” said Amy Knightly of New Zealand Story. “We also rank 14th for our country’s reputation, which is one of those key KPI metrics.”
The report noted limited knowledge of Māori culture and a declining association with cultural exports, while finding little recognition of consumer brands. Films such as The Lord of the Rings still resonate, though younger audiences are less likely to connect them with New Zealand.
“Even people we cite as great examples of a new Kiwi succeeding on a global stage, people like Lorde, a lot of people say ‘I thought she was British’. Or ‘I thought she was American’,” said Joshua Thomas-Goodey of Fiftyfive5.
“Origin stories must be made explicit if we want value over volume. Without recognisable consumer brands, we can struggle to be seen beyond commodity products and pricing,” the report cautioned.
The findings come as Fonterra sheds consumer labels such as Anchor and Mainland, and as exporters face tariff uncertainty and rising global costs. The coalition government has pledged a “relentless focus on growth” with a goal of doubling export value within a decade.