Summary
Ngāti Kahungunu Iwi Incorporated deputy chair Hayden Hape joined the Fiordland Lobster Company China tour from 19 to 31 October 2026, a delegation of about 48 people including fishers, industry representatives, directors and company staff. The group visited Shanghai, Beijing and Qingdao to learn about changing Chinese consumer preferences, international competition and the outlook for New Zealand's premium seafood exports. Hape, also a director of Kahungunu Asset Holding Company, said the trip highlighted both opportunities and challenges for Māori fisheries as competition intensifies in China's lucrative seafood market.
China remains a key strategic destination for New Zealand lobster exports, with premium seafood playing an important role in celebrations, weddings and Chinese New Year, but the market is changing. The delegation heard from Silver Fern Farms China general manager Patrick Lu on the development of China's food market and the positioning of New Zealand premium products; Professor Quinn Fitzgibbon on advances in lobster science and the competitive impact of Vietnam's expanding lobster industry on New Zealand exporters; and NZTE's Wilson Pang on insights into regional Chinese markets and changing seafood consumption patterns. At a dinner in Shanghai sponsored by Mainfreight, New Zealand Deputy Consul-General James Kim-Russell highlighted the long-term New Zealand-China trade relationship.
One of the highlights of Hape's trip was reuniting with NZTE Greater China business development manager Joyce Liu, whom he first met 14 years ago on a trade mission led by former chair Ngahiwi Tomoana that helped introduce wild southern bluefin tuna to Shanghai. Hape reflected on the important role Ngahiwi and his wife Mere Tomoana played in building connections with Chinese business and trade representatives, and was moved that they are still warmly remembered by Chinese colleagues and friends. Hape believes successful international trade involves more than commercial transactions; it requires trust, cultural understanding, personal connections and a commitment to maintaining relationships across generations.
The visit comes as New Zealand's seafood industry faces increasingly intense international competition, with emerging lobster producers, changing consumer preferences and evolving trade relationships presenting both opportunities and challenges. Hape thanked Fiordland Lobster Company for the invitation and believes strengthening relationships and understanding international developments will help Māori fisheries position themselves for the future.
Commentary
China is New Zealand's largest lobster export market, importing more than NZ$300 million annually, about 90 percent of which is rock lobster. Ngāti Kahungunu's participation in the Fiordland Lobster Company China tour underscores Māori fisheries' strategic positioning in the premium seafood trade. Vietnam's lobster industry has expanded rapidly in recent years, with exports to China up 40 percent in 2025 and prices about 30 percent lower than New Zealand rock lobster, eroding the mid-market share.
New Zealand lobster retains an edge in premium dining and festive markets thanks to sustainable harvesting and cold-chain quality, but it must watch competition from Chinese domestic farmed lobster and Australian southern rock lobster. For New Zealand SMEs, collaboration between Māori fisheries, NZTE and Silver Fern Farms could bring joint marketing or supply-chain opportunities, especially in premium supermarkets and e-commerce channels in tier-2 and tier-3 cities. Cultural trust is a differentiating asset for Māori businesses; the continuation of Hape's 14-year relationship with Joyce Liu illustrates the value of long-term relationships in Chinese business networks.
New Zealand seafood exporters should note regional market differences in China, such as Qingdao's preference for live seafood versus Shanghai's demand for chilled, and leverage tariff preferences under the RCEP framework, while responding to the zero-tariff advantage of competitors such as Vietnam.
Keywords: Māori fisheries, Ngāti Kahungunu, China seafood market, lobster exports, Fiordland Lobster Company, trade delegation, Hayden Hape, New Zealand-China trade
Photo by Carsten Ruthemann on Pexels
Source: Waatea News
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
