New Zealand Story’s latest Market Pulse research provides a fresh perspective on how Aotearoa New Zealand is perceived across seven key trading markets: Australia, China, India, Japan, Singapore, the United Kingdom, and the United States.
The findings show that New Zealand continues to be recognised for its strong moral values and global reputation as a safe, principled and progressive nation.
New Zealand is seen as having a sustainable future, a strong and stable economy, and being easy to do business with. These broad perceptions offer a positive foundation from which to grow influence and commercial value.
The 2025 research focuses on how three nation brand cultural attributes — rich heritage, arts & entertainment, and products & brands — shape New Zealand’s reputation and influence internationally.
These attributes are not chosen at random; they are recognised globally as key pillars of a country’s “soft power,” which is measured by the Global Soft Power Index (GPSI). The GPSI is an annual ranking produced by Brand Finance that assesses how nations are perceived across 35 attributes grouped into eight pillars, including culture, business, governance, and people. It reflects a country’s ability to attract investment, trade, tourism, education, and talent through reputation and brand perception, rather than through “hard power” or coercion.
The insights from this year’s research build on previous research into science, technology and innovation, space, and sustainability, and help us understand how to enhance New Zealand’s international reputation to support economic growth.
The findings reaffirm New Zealand’s strong reputation for high-quality exports such as dairy, wine and red meat. However, consumer-facing brands are often not clearly attributed to New Zealand, limiting their impact on national brand equity.
In arts and entertainment, New Zealand is frequently seen as a scenic backdrop rather than a creative originator - despite global success stories in film, music and design.
Māori culture remains a unique and compelling point of interest that others can’t mimic, and there is an ongoing opportunity broaden global understanding of its depth and modern relevance.
David Downs, Chief Executive of New Zealand Story, says, “this research shows that the world holds New Zealand in high regard - yet, as always, there’s more we can do to turn admiration into deeper understanding and influence. We have a rich story to tell, one that reflects our values, our creativity, and our heritage. The opportunity now is to make our story more visible, more connected, and more unmistakably ours. To be truly influential, we need to ensure that our products, our people, and our stories are clearly and proudly connected to New Zealand.”
Downs adds, “reputation drives value. Nations with strong soft power are better able to attract investment and students, promote tourism, market their products, and build global partnerships. For New Zealand, our country’s reputation is a strategic asset—and we must ensure its protected, promoted and enhanced.”
The research aims to provide valuable insights and highlight opportunities for exporters, businesses and government agencies to strengthen New Zealand’s global positioning through coordinated storytelling, clearer brand attribution, and authentic representation.
You can access and download the latest research here.
You can watch the recording of the webinar here.
