Positive Growth in New Zealand's Cultural and Economic Connections with Asia Highlighted in 2026 Report

On Friday 26 June 2026, Professor Paul Spoonley of the Asia Media Centre provided a landmark analysis of the latest Perceptions of Asia and Asian Peoples report, which highlights a significant shift in how Aotearoa New Zealand engages with its regional neighbors. The report was officially launched by the Asia New Zealand Foundation on 23 June at an event in Auckland featuring CEO Suzannah Jessep, Professor David Capie, and Dr Julia Macdonald. The findings indicate that New Zealand's relationship with Asia has evolved far beyond its 1970s origins, when Prime Minister Norman Kirk first advocated for a bicultural vision that embraced the Asia-Pacific location. Professor Spoonley noted that while economic ties remain robust—with two-way trade now reaching $US133 billion—the most striking growth is found in "soft power" and daily cultural engagement. This shift is deeply rooted in the increasing presence of Asian communities from China, India, and the Philippines who have made New Zealand home. According to the 2026 data, sixty percent of respondents now feel increasingly connected to Asian cultures in their daily lives. Public interest is driven largely by food, with 59 percent of people engaging with Asian cuisine, followed by travel and tourism at 47 percent. The report also highlights a growing curiosity among younger generations; 20 percent of New Zealanders under 35 expressed interest in traveling to Asia for their overseas experiences, surpassing interest in Australia. Reflecting on the historical trajectory since the survey began in 1997, Professor Spoonley stated that attitudes toward Asian immigration have become markedly more positive, rising from a 32 percent approval rating in the late nineties to 52 percent today. This trend suggests a foundational change in the national character, where the traditions and communities of Asia are no longer seen as external, but as an integral part of the local social fabric.