How does Southeast Asia view New Zealand?

Southeast Asian Perceptions of New Zealand report was launched at a public event in Wellington in November

The Southeast Asia Perceptions of New Zealand report was launched in Wellington on 13 November, just two weeks after New Zealand and the Association of Southeast Asian Nations (ASEAN) elevated their relationship to a comprehensive strategic partnership at an event marking 50 years of diplomatic ties.

A like-minded and trustworthy friend 

Those working in foreign policy will be glad to see that recent diplomatic efforts – and those over the past five decades since New Zealand became a formal dialogue partner of the (ASEAN) – appear to be paying off. Across the 200 respondents surveyed in Malaysia, Indonesia, Singapore and the Philippines, New Zealand enjoys a great reputation. New Zealand is seen as generally upholding its “independent foreign policy” and as making good on its claims and promises. 

Among respondents in the Philippines, Indonesia and Malaysia, New Zealand’s foreign policy is seen as primarily driven by the country’s democratic values and principles (New Zealand’s ‘liberal politics’ is also one of the first things that comes to mind when respondents were asked what first comes to mind when thinking about New Zealand). Singaporean respondents on the other hand see New Zealand as trying to maintain its relationships with traditional security partners. 

FIG. 1: FIRST THING THAT COMES TO MIND WHEN YOU HEAR ‘NEW ZEALAND’

Q: When you hear ‘New Zealand,’ what is the first word that comes to mind?

First thing that come to mind when you hear 'New Zealand'

New Zealand is also seen as like-minded, particularly when it comes to economic interests and security and strategic goals. Unsurprisingly, New Zealand is seen as less like-minded when it comes to political and governance ideals. 

Respondents in all four countries overwhelmingly see New Zealand as a friend or close friend to their country. In fact, perceptions of friendship are stronger among Southeast Asian respondents than the New Zealand public. In Southeast Asia, New Zealanders feel warmest towards Singapore, with 77 percent seeing it as a friend or close friend according to the New Zealanders’ Perceptions of Asia and Asian Peoples survey released in June 2025. By contrast, 92 percent of the Singaporean respondents surveyed see New Zealand as a friend or close friend. Malaysian respondents feel the coolest towards New Zealand, but a vast majority (80 percent) view New Zealand as a friend or close friend.  

FIG. 5: STRENGTH OF FRIENDSHIP WITH NEW ZEALAND

Q: A friendly country is one you view as safe and trustworthy. A threatening country is one you view with caution or suspicion. Do you view New Zealand as a friend or threat to ?.

Strength of friendship with New Zealand

When it comes to how much trust respondents have in New Zealand to act responsibly in the world, 86 percent of respondents says they trust or have high trust in New Zealand. Indonesian respondents place the most trust in New Zealand (98 percent), while Malaysian respondents the lowest (76 percent). Southeast Asian respondents have more trust in New Zealand than New Zealanders themselves: 75 percent of the general New Zealand population say they trust New Zealand to act responsibly in the world, according to the most recent New Zealanders’ Perceptions of Asia report.

FIG. 7: HOW TRUSTED IS NEW ZEALAND TO ACT RESPONSIBLY IN THE WORLD?

Q: How much trust do you have in New Zealand to act responsibly in the world?  

How trusted is New Zealand to act responsibly in the world

The findings are interesting in light on similar polling on perceptions of Australia. Despite Australia’s longstanding efforts in Southeast Asia – Indonesia, for example, is historically the first overseas port of call for any newly elected Australian prime minister – perceptions of Australia in the region remain mixed. While not directly comparable, a 2021 Lowy Poll found that just 55 percent of Indonesians trust Australia. Others have pointed out that Australia continues to be seen by many in Southeast Asia as the United States’ “deputy sheriff” in the region.  

Demand for New Zealand to do more when it comes to global issues  

While New Zealand has a strong reputation, Southeast Asian respondents want to see it doing more when it comes to global issues, particularly climate change.

The response is not surprising given over a quarter (26 percent) of respondents said local media coverage of New Zealand focuses most frequently on environmental and climate issues, and that New Zealand’s stand out feature is its natural environment. Climate change and environmental problems are also seen as the number one issue New Zealand should be most worried about.  

FIG. 14: WHAT ISSUE SHOULD NEW ZEALAND TAKE A STRONGER STANCE ON?

Q: When it comes to current affairs and international relations, what issue would you most like New Zealand to take a stronger stance on?

What issue should New Zealand take a stronger stance on?

Respondents, particularly those from Indonesia (32 percent), are also eager to see New Zealand doing more to protect international peace and stability. Several Indonesian respondents noted a desire for New Zealand to take a stronger stance on the Israel-Palestine conflict.  

Almost one in twenty respondents called for New Zealand to take a stronger stance on trade and economic issues.  

Not as trade-focused as New Zealanders may think we are 

It is not a secret that New Zealand talks a big game when it comes to trade. It is understandable that one might question whether there is too much emphasis on trade within New Zealand’s broader foreign policy and whether New Zealand is seen as too transactional. It follows then that one of the report’s most surprising findings is that 57 percent of respondents across all for countries feel that New Zealand could increase its focus on trade, while 37 feel New Zealand currently strikes a suitable balance between trade and other objectives.  

FIG. 13: HOW WELL DOES NEW ZEALAND BALANCE TRADE AND OTHER OBJECTIVES?

Q: Thinking about the relationship between New Zealand and [respondent's home country], how well do you think New Zealand balances trade and economic ties within the broader relationship?

How well does New Zealand balance trade and other objectives?

Indeed, across trade, defence and security, and aid and development, the key message is that New Zealand is generally investing in the right areas but there is demand for more.  

What is next? 

The current government has paid around 40 prime ministerial and ministerial visits to Southeast Asia since the coalition government came to power in November 2023. In this sense, it is encouraging to see that the effort appears to be paying off. Of course, while New Zealanders’ perceptions of the region’s importance may trail that of its northern neighbours, namely China, Japan and South Korea, New Zealand has been quietly investing in Southeast Asia over the past fifty years. New Zealand’s reputation should be understood as one that has been built over decades.  

With a good reputation comes influence and soft power. The next question is in what areas is New Zealand willing to use its relationship capital to drive change.  

Relationships and positive reputations are a long game, but we know from almost three decades of Perceptions of Asia surveys that positive perceptions can fall quickly. Continuing to invest in the region – and be seen as responding to informed voices on the ground – will be crucial in ensuring New Zealand’s strong reputation endures into the future.  

 The Foundation's Research Programme commissions studies that support informed public conversations about New Zealand’s relationship with Asia. We also support the next generation of scholars through our Foundation Research Grants.

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