Kapa haka festival a platform for business growth

A 2022 research report highlighted the significant contribution of kapa haka has increased in New Zealand over time. It is forecasted the Taranaki economy will benefit to the tune of $26.53 million from the 2025 event, with a large portion of the spend by those attending the festival.

Tui Tepania is part of a trio from Te Wānanga o Raukawa who are showcasing their handmade creations at Te Matatini o Te Kāhui Maunga. Like her collective members, Tepania was in her final year of study towards a bachelor degree in rāranga.

Tepania, who lives in Wainuiomata in Wellington, said securing a stall at the festival provided the group with a chance to “see what they are made of".

She said “we were never on the stage but we participate in this way.”  The influence on the style of what they created, which included pōtae, jewellery and upcycled clothing, was to be contemporary but stay as traditional as possible.

While primed for what will be a busy week, Tepania said the group already has their eyes fixed on applying to be a stallholder at future Te Matatini festivals, as part of their strategy to grow demand for what they make.

First-time stall holders Mihikeita Ngata and Tahu Te Maro own a business called Mita Creative Limited which specialises in graphic design, including a range of products like mahi toi and pukapuka Māori.

The couple are based in Tauranga so being at Te Matatini where the focus is highlighting Māori excellence, presented an opportunity for them to market their business to a whole new customer base.

“We feel so grateful to be here,” Ngata said.

Before arriving at Te Matatini o Te Kāhui Maunga, Ngata spoke with previous festival stallholders to get some tips, which she and her partner then used to develop a business strategy in preparation for their participation at the festival.

She said since they had arrived, the venture’s social media following had already increased.  Being able to network with other pakihi on site was also invaluable.

Hilton Harris, of Kaikohe-based CuzyT, is also featuring his business at festival. His concept is to take American street-style and adapt it to incorporate the iwi and hapū of Aotearoa, under the motto of ‘wear you belong’.

Harris has previously had a stall at other Te Matatini festivals, which he says was an “awesome” experience.

“It brings together all the iwi and it’s good exposure for CuzyT so people can see what we do and what we’re about.”

He has seen the benefits in terms of growing sales, and in terms of establishing relationships with marae and iwi, as collaboration is a key business focus for Harris into the future.

Te Matatini Chief Executive and Festival Director Carl Ross says “the marketplace is a bustling area with 140 stalls and mobile units offering a space for people to eat, drink, shop and relax while also accessing career advice, education opportunities and health services.”