Panel discussion launches Foundation's latest research report — Southeast Asian perceptions of NZ
The Asia New Zealand Foundation Te Whītau Tūhono unveiled its Southeast Asian Perceptions of New Zealand report at public event at Te Herenga Waka–Victoria University of Wellington on Thursday, 13 November. The report surveys 200 subject-matter experts across Singapore, Malaysia, Indonesia and the Philippines to build a clearer picture of how New Zealand and its foreign policy are perceived.
Kenneth Leong: “be smarter and more willing to take risks”
For 28 years, the Foundation has surveyed New Zealanders about their perceptions of Asia through its New Zealanders Perceptions of Asia research; this new report turns the lens on New Zealand.
Around 60 people gathered to hear the report's insights from the Foundation’s director of research, Dr Julia Macdonald, and an expert panel with Professor David Capie, Associate Professor Jason Young and businessman Kenneth Leong.
“This report is really valuable in terms of telling us where we’re strong in our relationships, what we have a good reputation for — like climate change and maritime security — but it also tells us where we need to do more work, where we need to build our understanding, such as languages,” Dr Macdonald said.
Survey respondents were asked what stands out most about New Zealand’s reputation. The top answer was nature, environment and wildlife richness (22 percent), followed by high-quality education (21 percent) and agriculture expertise (17 percent).
Panellists raised concerns that while New Zealand’s clean, green image and natural scenery are powerful drawcards, they may overshadow a more nuanced understanding of the country.
Panellist David Capie questioned whether New Zealand should be concerned that its international image is still so dominated by nature and landscapes.
"We’re not seen as the place you go for the hard business deals," he said.
Panellist and former chair of ASEAN New Zealand Business Council Kenneth Leong agreed, noting that in his consumption of Southeast Asian media, New Zealand is commonly seen in tourism advertising and travel writing, and wondered if there was an opportunity for more research into whether this was shaping external perception.
One country-specific finding from the research that Dr Macdonald highlighted is the opportunity for New Zealand to deepen its relationship with Indonesia.
She cited findings from the report that showed 86 percent of Indonesians view New Zealand as a friend or close friend but only 47 percent of New Zealanders feel the same way about Indonesia.
Director of Research and Engagement Julia Macdonald presenting the findings
“We don’t know them, but they know us,” she said.
The research found the biggest barriers to deepening these relationships are a lack of knowledge about each other and lack of language skills, which Dr Macdonald said aligns with current attitudes in New Zealand, and with the decline of New Zealanders studying Asian languages or Asian studies more broadly.
Despite the challenges, the report shows New Zealand is “walking the walk” on the international stage, Dr Macdonald said, with Southeast Asian respondents viewing New Zealand positively and as a country deserving of trust.
Panellist Dr Jason Young said he found it “striking” to read how positively New Zealand is perceived, including the high level of trust that Southeast Asian respondents have in New Zealand to do what it says it will do.
Leong drew on his experience doing business across Asia and was enthused to see in the report that the region had a strong appetite to do more trade.
He said he would like to see New Zealand’s business sector “be smarter and more willing to take risks” in Southeast Asia, observing that Southeast Asia’s increasing prosperity and burgeoning middle class offer considerable scope for further joint ventures with partners in the region.
“They are hungry - they just want to do trade. They are agnostic about who it is with."
Panel discussion
Listen to a recording of the panel discusion from the launch of the Southeast Asian Perceptions of New Zealand report, which was held at Te Herenga Waka–Victoria University of Wellington on Thursday, 13 November 2025.
The Foundation's Research Programme publishes surveys, reports, and insights briefs relating to all aspects of New Zealand’s relationships with and interests in Asia. We also provide grants to emerging scholars with Asia-related research interests.
