“Stargazing in Business: Illuminating the Path to Success”

Ātaahua ngā whetū [the beautiful stars]: How businesses are embracing Matariki

Introduction

In recent years, businesses in Aotearoa have been increasingly embracing Matariki, the Māori New Year. From hosting sold-out dinners to creating special products and campaigns, businesses are recognizing the significance of this cultural celebration. However, concerns have been raised about the commercialization of Matariki and the need to ensure respectful engagement. This article explores the ways in which businesses are embracing Matariki and the discussions surrounding the appropriate level of commercial involvement.

The Importance of Matariki

Matariki, an abbreviation of Ngā Mata o te Ariki Tāwhirimātea (The Eyes of the God Tāwhirimātea), refers to the Pleiades star cluster that rises in the mid-winter in Aotearoa. It holds deep cultural and spiritual significance for Māori, symbolizing a time of reflection, goal-setting, and togetherness. It is a time for communities to come together, learn about their ancestors, and honor the natural world.

The Commercialization Debate

While businesses have shown enthusiasm in embracing Matariki, concerns have been raised about the level of commercialization surrounding the celebration. Skye Kimura, the chief executive of Māori cultural marketing and communications agency Tātou, has warned against businesses using Matariki solely as a new marketing opportunity. She believes that the commercialization of Matariki can be inappropriate and calls for businesses to seek advice and ensure their intentions are respectful.

Matariki is viewed as a time that should not be exploited for profit, and businesses must be mindful of the line between genuine celebration and blatant commercialization. A Matariki Big Mac, for example, would be seen as crossing that line. Instead, businesses are encouraged to engage in meaningful activities that educate, promote understanding, and support Māori communities.

Examples of Business Engagement

Despite the concerns about commercialization, many businesses have found meaningful ways to engage with Matariki. ANZ bank, for instance, has launched a visa debit card featuring designs by Māori artist and designer Geoff Popham. The bank’s promotion of Matariki through this initiative, which does not generate profits, has received a more positive response.

SkyCity, a well-known entertainment and hospitality complex, hosted a Matariki dinner featuring renowned chefs Al Brown, Nic Watt, Michael Meredith, and Sid Sahrawat. The event sold out, highlighting the desire for people to engage in Matariki celebrations. The casino business also transformed the SkyTower to reflect the colors of Matariki, creating an educational experience for visitors.

Wharekauhau, a luxury lodge in Wairarapa, offered a Matariki package that included a seven-course feast and various amenities. While this experience comes at a high price, it provides an opportunity for guests to celebrate Matariki in a unique and immersive way.

Popular chocolate brand Whittaker’s collaborated with chef Naomi Toilalo to create Matariki-inspired recipes, including a special fry bread and a kūmara celebration cake. The recipes are written in both te reo Pakeha and te reo Māori, showcasing the importance of language and culture in Matariki celebrations.

Other prominent businesses, such as Xero, Fonterra, Auckland Airport, Spark, and Air New Zealand, have also embraced Matariki. These companies have organized various activities, including cultural sessions, workshops, and performances, to educate their staff and celebrate Matariki as a team.

Navigating the Path Forward

The growing involvement of businesses in Matariki celebrations offers an opportunity to educate and raise awareness about Māori culture and traditions. However, it is crucial to strike a balance between genuine engagement and avoiding excessive commercialization. Businesses can seek guidance from cultural experts, engage in meaningful collaborations with Māori artists and communities, and prioritize education and cultural exchange as part of their participation in Matariki celebrations.

Matariki should not become solely about profit or selling products; its true essence lies in coming together as a community, honoring ancestors, and connecting with the natural world. By respecting these principles and the cultural significance of Matariki, businesses can be part of a meaningful celebration that contributes positively to the wider community.

About the Author: is a current affairs commentator with a focus on cultural celebrations and their impact on society. He has been writing for various publications, including the New York Times, for over a decade.