New Zealand Still Seen as the Land of Milk, Lamb, and Lord of the Rings

In the minds of most of its trading partners, New Zealand is still defined by its exports of lamb, dairy, and the Lord of the Rings trilogy, according to a survey of foreign consumers by government agency New Zealand Story.

Each year, the survey asks people from other countries about three randomly selected attributes of 35, which together measure a nation’s “soft power”—its ability to attract investment, trade, tourism, education, and talent through reputation and brand perception—rather than through “hard power” or coercion.