Australian Brand ‘Aroha’ Sparks Outrage Over Cultural Appropriation of Māori Language
By Lions Roar Aotearoa Cultural Desk
WELLINGTON, NEW ZEALAND (Monday, February 2, 2026) — An Australian-based lifestyle brand has found itself at the center of a heated international debate after being accused of cultural appropriation for using the Māori word “Aroha” (love, compassion) as its corporate identity and trademark.
The controversy erupted this week as Māori cultural advocates, legal experts, and social media users called out the brand for “commodifying indigenous language” without permission, consultation, or meaningful connection to Te Ao Māori.
⚖️ The Core of the Dispute
The brand, which markets a range of wellness and home products, reportedly filed for trademarks in Australia that would give them exclusive commercial rights to the name. This move has been described by critics as a direct affront to the spiritual and cultural significance of the word.
- Lack of Consultation: Critics argue the business has no Māori leadership or heritage, yet is profiting from the deep emotional and cultural resonance of the term Aroha.
- Intellectual Property vs. Cultural Rights: The incident has reignited the conversation regarding the “loopholes” in international trademark law that allow indigenous words to be registered by foreign entities.
- The Backlash: Thousands have signed online petitions demanding the brand change its name and issue a formal apology to Iwi and the wider New Zealand community.
?️ Māori Leaders Speak Out
Cultural experts in Aotearoa have been quick to condemn the move, noting that Aroha is more than just a translation for “love.”
“Aroha is a foundational concept in our culture; it represents a connection to the land, to our ancestors, and to each other,” says a leading cultural advocate. “To see it reduced to a logo on a mass-produced Australian candle is not only insulting—it is an act of digital colonization.”
This is not the first time a foreign brand has faced such heat; in recent years, companies attempting to trademark words like Haka, Kia Ora, and Māori have faced similar legal and social resistance from New Zealand.
? The Brand’s Response
Faced with a PR nightmare, the brand issued a brief statement claiming they chose the name because they “admired the beauty of the word.” However, this has done little to satisfy those who view the admiration as purely extractive.
As of Monday evening, several New Zealand-based stockists have reportedly begun pulling the brand’s products from their shelves in a show of solidarity with Māori cultural rights.
