Aotearoa benefits significantly from our cultural character. Our ringatoi Māori (Māori artists) create taonga and provide the foundation for a unique national identity. Taonga such as ‘kia ora’, our national greeting, Te Matatini, our national festival of Māori performing arts, and the ‘mangōpare’, the symbol of our national carrier, are embedded in our national character – how we perceive and promote ourselves in the world. These taonga bring substantial commercial benefits to businesses and ‘NZ Inc.’ (referring to the outward portrayal of a collective New Zealand identity, for the purposes of this plan), embedding additional cultural and financial value to everyone – everyone, that is, apart from those involved in their creation.