Company Uses Te Reo Māori For Branding, Promises “Respectful Engagement” After Product Launches Worldwide

AUCKLAND — A dispute has flared after an overseas brand used te reo Māori in its marketing, prompting Māori voices to call for respect, consent and proper engagement rather than the usual corporate method of “ask forgiveness, keep the logo”.

Supporters of the brand said the language use was “honouring culture”. Critics said it looked more like honouring sales targets.

Within hours, the company released a statement saying it “deeply values” Māori culture and is “listening and learning”. A spokesperson added, “We have commissioned an independent cultural audit by a global consultancy that has never been to Aotearoa, ensuring neutrality.”

Māori advocates said language is not decoration. It’s lived, protected, revitalised and carried. They called for brands to engage early, share benefits fairly, and stop treating Indigenous language like a trendy font.

Meanwhile, marketing teams across the region reportedly began refreshing their brand guidelines, replacing the phrase “authentic connection” with “authentic connection (pending community approval)”.

A local council offered to mediate by hosting a “Te Reo Innovation Roundtable”, featuring a catered lunch and a keynote on “Turning Pushback Into Opportunity”.