#kai; Celebrating Māori food and identity on TikTok

Embargoed until: Publicly released: 2024-12-18 03:00

New Zealand

Preparation of a modern hāngi for tourists at Mitai, Rotorua. Image by Einalem via wikimedia commons

Researchers have analysed the ways Māori are using TikTok to celebrate food traditions. Videos tagged with #kai showcase foods like hāngī, kaimoana, and rewena bread, sparking joyful engagement and storytelling about identity, family, and heritage. The authors say that TikTok could be a powerful tool for Māori-centred health promotion; encouraging exercise through traditional food gathering; enhancing well-being through cultural connection; and disseminating nutrition-related messages.

Multimedia

TikTok; #māori and #kai

Journal/
conference: Kotuitui: New Zealand Journal of Social Sciences Online

Research:Paper

Organisation/s: Massey University

Funder: Dr Nikki Renall (Taranaki) was supported by a Hohua Tutengaehe Māori Health Research Postdoctoral Fellowship from the Health Research Council of New Zealand. Professor Lisa Te Morenga (Ngāti Whātua Ōrākei, Te Uri o Hua, Ngāpuhi, Te Rarawa) was supported by a Rutherford Discovery Fellowship from the Royal Society of New Zealand - Te Apārangi.

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