Survey Implementation And Analysis Of Results On New Zealanders’ Perceptions And Understanding Of Korea

“Securing meaningful statistical data through the first Korea focused perception survey conducted in New Zealand, with plans for active future utilization”

1. On the occasion of the 10th anniversary of the entry into force of the Korea New Zealand Free Trade Agreement in December 2025, the Embassy of the Republic of Korea in New Zealand commissioned a comprehensive public perception survey on Korea, targeting the general population of New Zealand. The survey examined overall awareness and understanding of Korea across the cultural, economic, and political sectors.

The survey was conducted by Rangahau Aotearoa Research New Zealand from 14 to 21 November 2025, targeting 1,017 New Zealand residents aged 18 and over nationwide. The margin of error is plus or minus 3.1 percent at a 95 percent confidence level.

2. This study represents the first Korea specific public perception survey conducted by the Embassy in New Zealand. It has covered the cultural sector in reference to general awareness, personal experience, and expectations regarding Korea, the economic sector including perceptions of the importance of the Korea New Zealand Free Trade Agreement and experience purchasing Korean products, and the political sector comprising views on the level of bilateral political cooperation and Korea’s foreign policy. Key findings by sector are as follows.

• Cultural sector

- 61 percent of respondents have experienced Korean food, 36 percent have listened to Korean music like K-Pop, and 31 percent have watched Korean films.

- 13 percent have visited Korea, while 9 percent have experience in learning the Korean language.

- The Korean dishes respondents want to try most is try are Korean fried chicken at 30 percent, bulgogi at 14 percent, kimchi fried rice at 12 percent, and Korean style noodles at 10 percent.

- At 42 percent watching Korean films was identified as the most helpful means of improving understanding and awareness of Korea.

- For Korea related festivals such as the K-Culture festival, the most preferred programs were Korean cooking classes at 38 percent, followed by opportunities to experience Korean products and receive related marketing information at 20 percent.

• Economic sector

- 47 percent of respondents stated that the Korea New Zealand Free Trade Agreement is crucial, In addition, 69 percent agreed that Korea is an important export market for New Zealand.

- 60 percent responded that the variety and accessibility of Korean products in New Zealand have increased since the conclusion of the Free Trade Agreement.

- Regarding experience in purchasing Korean products, Korean food(K-Food) ranked highest at 47 percent, followed by electronic products at 35 percent, cosmetics at 22 percent, and automobiles at 20 percent.

• Political sector

- 56 percent of respondents agreed that the New Zealand Government should strengthen political cooperation with Korea. - Approximately 47 percent agreed that Korea manages its relations with neighboring countries well, while around 46 percent agreed that Korea’s foreign policy generally aligns with New Zealand’s national interests.

- Overall, 51 percent of respondents expressed the view that New Zealand should establish a strong diplomatic relationship with Korea.

3. To date, the Embassy has indirectly assessed New Zealanders’ perceptions of Korea through the annual Asia Perceptions Survey published by the Asia New Zealand Foundation. However, this survey focused on Korea has provided further detailed and meaningful statistical data across political, economic, and cultural fields, highlighting New Zealanders’ specific experience with Korean food, purchase of Korean products, travel to Korea, and Korean language learning. The Embassy plans to actively utilize these findings in its public diplomacy and broader diplomatic activities.

4. Furthermore, the survey results are expected to be highly useful for Korean companies, including food exporters, in formulating export and market entry strategies. It would also serve helpful for Korean public institutions in New Zealand such as the Korean Education Center and the Korea Tourism Organization, allowing them to set future directions for their programs. The Embassy also intends to actively reflect local preferences and interests identified in the survey in its annual events, including the K-Culture Festival.

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