Māori Culture Guidelines for - Karaitiana Taiuru

Māori Culture Guidelines for

Brand Owners and Marketing.

Sourced from http://www.taiuru.maori.nz/branding

© 2021 Karaitiana Taiuru. This work is licensed under a Creative Commons Attribution 3.0 New

Zealand License.

http://www.taiuru.maori.nz/branding

Māori Culture Guidelines for Brand Owners and Marketing.

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INTRODUCTION These high level guidelines have been written by Karaitiana Taiuru who has been involved with

Māori Cultural rights, Indigenous and Traditional Knowledge and assisting brands both in New

Zealand and internationally for over 25 years.

Last updated January 10 2021.

The motivation to write this document is to provide an introduction to Māori cultural appropriation

and some common methods to avoid it. A number of well intentioned individuals and companies in

New Zealand over the recent years have suffered brand damage and personal reputation damage in

addition to causing significant conflict with Māori individuals and groups due to mistakes that could

have been avoided with these guidelines.

For a list of other writings about Māori cultural appropriation and knowledge by the same author

please visit https://www.taiuru.maori.nz/category/cultural-appropriation/

The Intellectual Property Office of New Zealand has TradeMark guides for Māori culture of which

some of this content is sourced from.

https://www.taiuru.maori.nz/category/cultural-appropriation/

https://www.iponz.govt.nz/about-ip/maori-ip/concepts-to-understand/


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OVERVIEW These guidelines give guidance on the special considerations in New Zealand around the use of

branding and products that contain an element of Māori culture, for example: a Māori word, image,

or design. It is intended to provide guidance on how you can use unique aspects of Māori culture

appropriately to create a brand, business opportunities, attract investment, and increase profits. By

not recognising Māori culture you could unintentionally cause offence to Māori communities and be

accused of cultural appropriation which will likely damage your reputation and brand.

A Māori cultural element is some aspect of the brand or product that reflects or is taken from Māori

culture. A Māori cultural element could include: a Māori word or design, Indigenous (native to New

Zealand) plants or birds, Māori music or dance. The Māori cultural element may be a small part of

the brand or product, or it may involve the brand or product in its entirety.

There are only seven Māori cultural elements that are protected by law in New Zealand. At the time

of writing, Mount Taranaki is going through a formal process for legal protection.

1. Ngāi Tahu (Pounamu Vesting) Act 1997 and the 2002 Pounamu Resource Management Plan.

An undertaking to return ownership of Pounamu (greenstone) back to Ngāi Tahu.)

2. The haka ‘Kā Mate’ – Hākā Kā Mate Attribution Bill, acknowledging the haka as a taonga of

Ngāti Toa Rangatira. Provides a right of attribution to Ngāti Toa in respect of the haka ‛Ka

Mate’. Any person who publishes, broadcasts or shows a film in public featuring ‛Ka Mate’

must attribute it to Te Rauparaha and Ngāti Toa Rangatira.

3. The Whanganui River in New Zealand is now recognised as a legal person – Te Awa Tupua

(Whanganui River Claims Settlement) Act 2017

4. Te Urewera, named a national park in 1954 and most recently managed as Crown land by

the Department of Conservation became Te Urewera on 27 July 2014: “a legal entity” with

“all the rights, powers, duties, and liabilities of a legal person” (section 11(1)) – Te Urewera

Act 2014

5. The Maori Language Act 1987/ Te Ture Reo Māori 2016 – the Māori language to be an

official language of New Zealand.

6. Flags, Emblems, and Names Protection Act 1981, Section 18A Unauthorised use of words

and emblems relating to 28th Māori Battalion of the legisl ates and restricts the use of the

words associated with the 28th Māori Battalion; Section 20 Unauthorised use of certain

commercial names of the Flags, Emblems, and Names Protection Act 1981 legislates and

restricts the use of the word ‘Ruakura’.

However, for most Māori elements, there are not explicit rules or a one-size-fits-all process to

follow. These guidelines will offer an overview of how to navigate Māori elements and branding for

your business, services, or products.

Examples of the type of questions considered by this guide include whether an image that draws

from Māori culture could be offensive to Māori, or if a brand or product is derived from Māori

traditional knowledge, plants or animals, would it be contrary to Māori values?

This guide also explains the purpose and role of these special considerations in the protection of

Māori values, concepts, meanings and traditional knowledge of Māori culture, and shows brand


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owners how they can use Māori cultural elements in their branding and intellectual property

without causing offence.

Article II of Te Tiriti is the main reference to protection Māori cultural rights by stating: “Māori are

guaranteed by the Crown the unqualified exercise of their chieftainship over their lands, villages, and

all their property and treasures”.

Article 31 of the United Nations Declaration on the Rights of Indigenous Peoples (UNDRIP), which

New Zealand signed in 2010, states that ‘indigenous people have the right to maintain, control,

protect, and develop their cultural heritage, traditional knowledge, and traditional cultural

expressions, have the right to maintain, control, protect, and develop their intellectual property over

such cultural heritage, traditional knowledge, and traditional cultural expressions’ and that ‘States

shall take effective measures to recognise and protect those rights.’


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WHAT IS CULTURAL APPROPRIATION As proud New Zealanders, many of us get excited and feel proud when the ALL BLACKS perform the

Kā Mate Haka, many of us sing with pride and or repetition our national anthem firstly in Māori and

then in English and most if not all of our government departments have English and Māori names.

But many of us have not likely stopped to consider the extent to which Māori culture enriches our

everyday lives.

A pitfall for brand owners and product creators is that there is a belief that if a Māori item does not

have copyright protection, then it is OK to use that Māori element. While it may be legal, it is widely

recognised that the copyright laws are outdated and need to reflect Māori society (in fact all

Indigenous and minoroties). This is further discussed in the Waitangi Tribunal section. By using

Māori items without context or consultation, you are likely committing cultural appropriation and

causing offence to Māori communities.

Cultural misappropriation, phrased cultural appropriation, is the adoption of an element or elements

of one culture or identity by members of another culture or identity. This is controversial when

members of a dominant culture (European New Zealander/Pākehā) appropriate from minority

cultures (Māori).

Appropriation is not unique to New Zealand, it is an international issue that has been occurring for

decades. Only recently have minority cultures received a voice to speak out about appropriation.

As businesses and product owners/developers ensuring you recognise cultural appropriation is being

a good corporate citizen, a responsible person who has good values and good brand reputation.

In the digital age, there are also two other cultural offences you should be aware of as brand and

product owners: Digital Colonialism and breaching Māori Data Sovereignty rights.

Digital colonialism deals with the ethics of digitising Indigenous data and information without fully

informed consent.

Māori Data Sovereignty refers to the inherent rights and interests Māori, whānau, hapū, iwi and

Māori organisations have in relation to the creation, collection, access, analysis, interpretation,

management, dissemination, re-use and control of data relating to Māori, whānau, hapū, iwi and

Māori organisations as guaranteed in Article II of Te Tiriti.


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CONSULTATION It is important to recognise that no matter how familiar you are with Māori culture; it is worthwhile

spending some time researching the cultural significance of your proposed branding and intellectual

property. It is also a grave mistake to assume that because a person is of Māori descent (or Pacific),

that they are well versed in Māori culture.

It can be difficult to know who to consult with or to identify who has the authority to grant

permission on a Māori element. There is no general rule. If engaging the services of a professional is

not an option, the following are suggestions.

If your product or brand uses a Māori element that is specific to a geographical area, you should

discuss the element with the local Māori group. Each geographical area of New Zealand is within the

boundary of an Iwi, marae or a hapū. Appendix I has the Takoa resource which is a comprehensive

listing of Māori organisations, services and businesses. Other avenues could include the Internet or

your local MP’s office for more information.

If using a Māori cultural element, it is essential that you create a cultural narrative around your

brand or product including the usage, your thinking and where you gained inspiration from. In Māori

culture this is called ‘whakapapa’. Everything in the Māori world has whakapapa. It is also your first

line of defense if someone accuses you of cultural appropriation.


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RECOGNISING A MAORI CULTURAL ELEMENT In most instances, recognising a Māori cultural element is the first step. There have been many

examples in the media where the user has not recognised that a word, story, image, picture, etc.

forms part of Māori culture.

A widely published example is a New Zealand brewery selecting the names HINEMOA and

TUTANEKAI as brand names for a range of beers. These names were selected because they were the

names of streets in the area where the brewery was based. However, the origins of these names

were not researched. And if a little research had been done, then the New Zealand brewery would

have found that these names are in fact the names of two well-known Māori ancestors from a hapū

(clan or descent group) based on the shores of Lake Rotorua. Once the brand was put on the market,

the hapū objected to the use of their ancestors’ names in association with alcohol.

If some research had been done, and the New Zealand brewery would have recognised that a

significant Māori element existed in those names, then steps may have been taken to avoid the

disrespect and humiliation caused.


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IDENTIFY THE KAITIAKI (GUARDIAN/CUSTODIAN) OF A MĀORI

CULTURAL ELEMENT Once you identify that a Māori element exists, it is important to continue that search for kaitiaki

until identified. In some instances, identifying kaitiaki will be a little more difficult. But this does not

mean that you should give up the search, or proceed anyway. Claiming that your search was

extensive and you could not identify kaitiaki is not a defense to an objection from kaitiaki.

As in the example in the previous section, a quick Google search would have identified the true

origins of the names HINEMOA and TUTANEKAI and kaitiaki of those names.

Once kaitiaki are identified, it is important to seek their consent, which may require a series of

negotiations over a period of time. There may also be many aspects that require approval and

involvement of kaitiaki. For example, not only the story must be accurate, but the images too.

If, at any point, you change the format of your use of the Māori element, then it is important to

update the consent from kaitiaki to any revisions or changes you make.

You should also be aware that consent can be withdrawn, and so seeking consent as changes are

made will only enhance your relationship with kaitiaki.


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MĀORI WORLD VIEWS AND VALUES Many Māori values are related to the Māori story of the origin of the world, in the relationship

between Ranginui (the sky father) and Papatūānuku (the earth mother) and their children, from

whom all living things descend. All plants and animals, according to the Māori world view, share a

relationship with each other.

The relationship between people and all living things is characterised by a shared origin or life

principle referred to as mauri. Mauri is not limited to animate objects. For example a waterway has

mauri (Te Awa Tupua (Whanganui River Claims Settlement) Act 2017), and a forest has mauri by

virtue of its connectedness to Papatūānuku ( Te Urewera Act 2014).

Any act that undermines or disrespects mauri is therefore offensive. These values are the basis for

Māori to act as kaitiaki of mauri. Values that enhance and protect mauri are: truth, correctness,

directness, justice, fairness, righteousness, being true, valid, honest, genuine, sincere , affection,

sympathy, charity, compassion, love, empathy.


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INAPPROPRIATE ASSOCIATIONS Associating Māori cultural elements with some types of goods and services could be considered

offensive, as they may appear to make inappropriate assumptions about Māori. For example,

alcohol, tobacco, vaping, genetic technologies and gambling all have the potential to devalue Māori

people, culture and values.

Tapu is the basis of all considerations when considering or incorporating Māori elements into a

product or name. They both have numerous meanings and references. Tapu can be interpreted as

‛sacred’, or defined as ‛spiritual restriction,’ and can contain strong rules and prohibitions. A person,

object or place which is tapu may not be touched or, in some cases, not even approached.

Noa is the opposite of tapu and includes the concept of being common. Noa also has the concept of

a blessing as if it can lift the rules and restrictions of tapu from a person or object. To associate

something that is tapu, with something that is noa, is offensive to Māori.

Craft Beer breweries and food products both in New Zealand and around the world have been

increasingly accused of cultural appropriation. Any food or beverage product that has a Māori

element will need to use the Tapu and Noa principles as food and beverages are considered noa. If

you add a picture of a person, Māori art, various Indigenous species or images such as Tiki to food or

beverages, then the product will likely be offensive as all of these elements are considered tapu.


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MĀORI TO ENGLISH TRANSLATION Some Māori words and concepts can be translated into English without risk of causing offence.

However, sometimes there is another layer of meaning or understanding in relation to a Māori word

that is lost when it is translated into English. For example, the word kuia could be translated as

grandmother. This is accurate, but the translation does not reflect its full significance for Māori as a

name used to show great respect, recognising a person’s achievements, wisdom and contribution. In

this light, it would be offensive for kuia (tapu) to be associated with things like food or alcohol (noa).


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IMAGES Māori artists often dedicate themselves to studying a specific art form. Part of this study includes

learning tikanga (protocol), or the right way to do things. The work of these Māori artists is highly

sought after and each piece is treated as a taonga (treasure).

When using or commissioning Māori artwork or designs, owners should consider using an artist or

designer who is familiar with traditional Māori culture and tikanga to ensure that the trade mark or

design is represented correctly and is culturally appropriate. Inappropriate cultural references could

affect commercial success in the marketplace

Māori imagery, artwork and design Pre-colonial Māori had no written language, so traditional knowledge was passed down through the

generations through stories and visual art. Full of meaning and symbolism, traditional Māori art and

design form an important part of Māori identity and culture. Large pieces, like waka (canoes) and

wharenui (meeting houses), and small pieces, like weapons, vessels, tools, jewellery and clothing, all

communicate a story and have meaning and significance. Each shape, colour and material was

carefully selected for its cultural or spiritual meaning.

Māori attribute physical, economic, social, cultural, historic, and/or spiritual significance to certain

words, expressions, performances, images, places, and things. There are many cases where it would

not be appropriate to copy or use a Māori cultural element, especially a traditional one.

Tiki The hei tiki is one of New Zealand’s most popular and recognisable Māori symbols, but also one of

the most appropriated image og Māori cultre. It is culturally significant as he represents the unborn

child and is associated with Hineteiwaiwa, the Māori goddess of childbirth or used as a fertility

charm. Therefore, special consideration and respect for Hei tiki is required for this culturally

significant cultural element.

Each Tiki is unique to a tribal area and usually to a family and an ancestor. Each tiki usually has a long

history associated with it.

Images of Tiki should not be used and should never be copied.

Using a hei tiki for particular products or services unless it is a fertility product, will likely be offensive

to Māori.


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Traditional Māori Icons • The koru depicts an unfolding fern frond. It symbolises new beginnings, growth and

harmony

• The hei matau or fish hook depicts abundance, strength and determination. It is also said to

be a good luck charm for those journeying over water.

• The manaia depicts a spiritual guardian. It has the head of a bird, the body of a man, and the

tail of a fish. A manaia provides spiritual guidance and strength

• The pikorua symbolises the joining together of two people or spirits. It is also said to

represent life’s eternal paths

• The toki is a stylised adze that represents strength, control and determination.

• Roimata means ‛tear drop’ and symbolises sadness or grief. It was sometimes given as a gift

to comfort or console

The most distinctive features of Māori imagery are:

• curvilinear designs (contained by or consisting of a curved line or lines) as depicted in moko

(tattooing), kowhaiwhai (rafter patterns), and whakairo (carving).

• rectilinear designs (contained by, consisting of, or moving in a straight line or lines) as

depicted in tukutuku (ornamental paneling) or taniko (embroidery).

• designs incorporating Māori objects.

• Photos of Māori people or places, including the natural environment.

Māori Tattoo’s/Tā moko, Moko Kauae There is a resurgence of the art of Māori tattoo’s being worn by Māori adults on their body called Tā

Moko. Facial tattoos are called a Mataro and for women on their lips and chin the tattoo is called a

moko kauae. The styles and the artwork represent a story unique to the individual and often

recognises genealogy, life achievements or other unique and personal stories to the wearer and

their family.

It is inappropriate to copy another persons Māori designed tattoo or to copy it and make

modifications. This rule applies to the living and deceased no matter how old the image is.

Creating a unique Māori tattoo and applying it to your brand, game character or product will likely

be offensive and should be avoided at all times.


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Māori Flags On 14 December 2009, Cabinet recognised the Māori (Tino Rangatiratanga) flag as the preferred

national Māori flag. The national Māori flag was developed by members of the group Te Kawariki in

1989. On 6 February 1990, the group unveiled the flag at Waitangi.

While a number of people have claimed ownership and/or rights to the flag, the flag does not belong

to any one Individual, whānau, Iwi, Company, Organisation, Religion or Political Party.

The collective who created the flag did ask for the following to be respected with the flag.

1. Don’t change the dimensions or colours – it loses its essence

2. Don’t wear it around your waist

3. The symbol can be used for any kaupapa that promotes, encourages and supports Te Ao

Māori and should not be used or sold for personal gain.

It is also important to not display the flag upside down.

There is also another flag that is often used to promote Māori. It is often called the United Tribes

Flag. There are two versions of the flag. One that was designed by and accepted by the majority of

Māori society. Then there a slight variation that was designed and approved by non Māori.

The appropriate flag has the black boarder around the four stars as seen below.

Photos Do not produce or share photos of Māori individuals, groups or of any crafts, carvings, taonga etc

without consulting and then be prepared to provide context, tribal identities, and ideally names too

(unless asked not to).

If the image is of an historical deceased person, seek permission from the family.


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TONGA SPECIES/INDIGENOUS AND NATIVE SPECIES In Māori culture every natural object and Native and Indigenous species (Taonga Species) has

traditional knowledge associated with it. Each Taonga Species and natural object has a genealogy

and a story of creation. Many Taonga species and objects are used for rituals, medicines, personify

something or are a guardian to some Iwi.

Careful consideration of using a Taonga Species, including names in a product or brand requires

research and consultation about the purpose of the species or natural object in Māori society. It is

increasingly becoming acceptable for the Kiwi to be used without any cultural considerations.

It has recently become popular to wear a plastic or other imitation of the extinct Huia bird feather.

The Huia feather was traditionally only worn by chiefs and people of high importance. Then the royal

family and other European settlers wanted the feathers as an accessory leading to the extinction of

the bird. For Māori, the imitation feathers could be seen as a sign of promoting colonisation.

The Fantail is another common taonga species that is used in products and branding, yet it has a

complex system of knowledge and in some instances is associated with death.


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TE REO MĀORI/THE MĀORI LANGUAGE The Māori Language is an official language of New Zealand recognised by The Maori Language Act

1987/ Te Ture Reo Māori 2016. In addition to the legislation, the Māori Language has been

recognised by the Waitangi Tribunal as a Taonga. The Māori language is for all New Zealanders, not

just Māori. But there needs to be caution when using Māori language.

Current best practice for spelling and writing Māori is contained in Te Taura Whiri i te Reo Māori

Guidelines for Māori Language Orthography downloadable

from https://www.tetaurawhiri.govt.nz/assets/Uploads/Corporate-docs/Orthographic-

conventions/58e52e80e9/Guidelines-for-Maori-Language-Orthography.pdf .

Māori to English translation A Māori word is likely to have multiple meanings and some words have significant cultural value. If

using a Māori word, you should be aware of the meaning and cross check multiple Māori dictionaries

and ensure that your image matches the Māori word and has a whakapapa/story.

A macron is placed above a vowel to indicate that the sound is longer than the other vowels. If a

macron is not added to a word, it can change the meaning of the word.

Some Māori words and concepts can be translated into English without causing offence. However,

sometimes there’s another layer of meaning or understanding that needs to be considered. For

example, the word ‘matua’ could be translated as ‘parent’. This is accurate, but the translation

doesn’t reflect its full significance for Māori. In Māoridom, matua is a term used to show great

respect — recognising a person’s achievements, wisdom and contribution, usually a male. In this

light, it would be offensive for matua (tapu) to be associated with things like food and alcohol (noa).

Like any specialty, just because someone can speak Māori does not make them a Māori language

expert. The most appropriate Māori language experts are licensed Translators and Interpreters. Te

Taura Whiri i te Reo Māori/The Māori Language Commission was set up under the Māori Language

Act 1987 and continued under Te Ture Reo Māori 2016 | Māori Language Act 2016 to promote the

use of Māori as a living language and as an ordinary means of communication. As one of their roles,

they manage the National Translators’ and Interpreters’ Register, a register of certified high-level,

translation and interpretation skills experts. The register is available

at https://www.tetaurawhiri.govt.nz/en/services/national-translators-and-interpreters-register/

https://www.tetaurawhiri.govt.nz/assets/Uploads/Corporate-docs/Orthographic-conventions/58e52e80e9/Guidelines-for-Maori-Language-Orthography.pdf

https://www.tetaurawhiri.govt.nz/assets/Uploads/Corporate-docs/Orthographic-conventions/58e52e80e9/Guidelines-for-Maori-Language-Orthography.pdf

https://www.tetaurawhiri.govt.nz/en/services/national-translators-and-interpreters-register/


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When considering using a Māori word or phrase it is important to consult a number of authoritative

Māori language resources and in some cases a Māori language expert. There are several Māori

Language Dictionaries online including:

Te Aka Māori Dictionary

https://maoridictionary.co.nz/ A general all-purpose dictionary.

Ngata Māori Dictionary

https://www.teaching.co.nz/dictionary Macrons are not used on common words.

A Dictionary of The Maori Language

http://nzetc.victoria.ac.nz/tm/scholarly/tei-WillDict.html

Traditional words and no modern vocabulary.

Index of Māori Names

https://www.waikato.ac.nz/library/resources/digital-collections/index-of-maori-names/

Names and their associations. A good reference for seeking if a name is sensitive.

Dictionary of Māori Computer and Social Media terms

https://www.taiuru.maori.nz/dictionary-computer-social-media/

Only technical terms associated with computers and the Internet.

Māori names As a general rule, any use of a personal names are problematic and should be avoided. The

exceptions to this rule is the use of modern Māori names that have been transliterated. These

names are usually Christian names or names that have been made up to give a person a Māori

version of their name. A detailed list of these names is available

at https://www.taiuru.maori.nz/maori-baby-names-list/

Iwi, marae and other traditional collective names should never be used outside of the collective.

Māori geographical names such as Taranaki all have significant meanings and associations to the

local iwi and Māori. It is recommended to talk to the local Iwi if using geographical names.

Māori deity names are likely to be offensive and should not be used without consultation and

engagement of an expert.

https://maoridictionary.co.nz/

https://www.teaching.co.nz/dictionary







https://www.taiuru.maori.nz/maori-baby-names-list/


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HAKA The New Zealand Rugby team the All Blacks have made one Haka, Ka Mate famous across the world.

Attempts at the haka by people all over the world including drunk New Zealanders in England,

American sports teams, celebrities, and UK nurses have caused widespread offence.

The Ka Mate Haka is protected by legislation in New Zealand and requires attribution to Ngāti Toa. If

using any haka, you should learn the history of the haka and seek professional assistance to perform

it.

Some would be horrified at the true meaning of haka and especially the Ka Mate Haka. Applying

black paint and mock Māori tattoo’s to you face and other attempts to appear Māori are likely to

have the opposite effect and are likened to the Black Face offence.


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APPLYING FOR A TRADEMARK THAT HAS A MĀORI ELEMENT If you apply for a TradeMark in New Zealand that contains a Maori cultural element or Indigenous

Species of New Zealand (Taonga Species), then it will be reviewed by the Intellectual Property Office

– Māori Trade Marks Advisory Committee.

The role of the committee is not to tell you if you application is incorrect or could be viewed in

different perspectives by various Māori sectors in the community. The role of the Māori Advisory

Committee is to decide if your application will be offensive to a large sector of Māori. If it is

offensive, then your TradeMark can be declined.

If applying to TradeMark your brand, you should still seek appropriate independent expert advise.


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.NZ DOMAIN NAMES Most business and brand owners have an online presence and usually a New Zealand entity uses a

.nz domain name that identifies the entity and product being a New Zealand product.

New Zealand and the United States of America have pre identification domain names for their

Indigenous Peoples. In New Zealand there are three options for Māori and tribal entities and

products to be represented:

• .maori

• .māori.nz

• .iwi.nz

The maori.nz domain with a macron is a default option for any registered maori.nz domain. It

requires some technical changes to operate. Dot maori.nz is available for anyone in the world to

identify their entity or product as Māori and create their online presence. The principle of the

domain name was based on New Zealand legislation that anyone person can state they are Māori if

they have a Māori descendant.

If you are protecting your brand and registering in all of the .nz options, also using Dot maori.nz is

acceptable.

Dot iwi.nz is moderated and for exclusive use of Iwi of New Zealand. This provides Iwi with the

exclusive online branding of trust and authenticity.

Within the .nz domain name space is a disputes process. If you are using a Māori name for your

online presence, you should consult and check that the name is not offensive.


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APPENDIX 1 IWI LOCATIONS, 2001 The map (Source: Statistics New Zealand, New Zealand Official Yearbook 2002) provides an

approximate indication of where iwi are located. Iwi include those who have 1,000 or more affiliate

responses, based on the 2001 Census of Population and Dwellings. Responses may include

identification with more than one iwi.


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1. Ngati Kuri

2. Te Aupouri

3. Te Rarawa

4. Ngati Kahu

5. Nga Puhi

6. Ngati Wai

7. Ngati Whatua

8. Ngati Paoa

9. Ngati Whanaunga

10. Ngati Tamatera/Ngati Maru

11. Ngati Haua (Waikato)

12. Waikato

13. Ngati Raukawa (Waikato)

14. Ngati Maniapoto

15. Ngati Ranginui/Ngai Te Rangi

16. Te Arawa

17. Ngati Awa

18. Whakatohea

19. Ngai Tai

20. Whanau-a-Apanui

21. Ngati Porou

22. Rongowhakaata/Te Aitanga-a-Mahaki/Ngai Tamanuhiri

23. Rongomaiwahine

24. Tuhoe

25. Ngati Kahungunu

26. Ngati Tuwharetoa

27. Ngati Mutunga

28. Te Ati Awa (Taranaki)

29. Taranaki

30. Nga Ruahine/Ngati Ruanui

31. Te Ati Haunui-a-Paparangi


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32. Ngati Raukawa (Horowhenua/Manawatu)

33. Ngati Apa (Rangitikei)

34. Rangitane (Manawatu)

35. Muaupoko

36. Ngati Toa Rangatira/Te Ati Awa (Whanganui-a-Tara)

37. Te Ati Awa (Te Waipounamu)/Ngati Rarua/Ngati Koata/Ngati Kuia

38. Ngai Tahu/Kai Tahu.

Māori Culture Guidelines for - Karaitiana Taiuru

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