Toi Iho: Māori Mark Of Authenticity Honoured On The Global Stage
Press Release – Toi Iho
The honour for Toi Iho underscores the global significance of Indigenous-led cultural protection and innovation. It signals a growing international commitment to cultural sustainability and the rights of Indigenous peoples to define and safeguard their …
Toi Iho, the mark of authenticity and quality for Māori art and artists, has received an Honourable Mention in the 2025 Jeonju International Award for Promoting Intangible Cultural Heritage (JIAPICH). This prestigious award, sponsored by UNESCO and the City of Jeonju, Korea, celebrates outstanding efforts to protect and promote living cultural traditions worldwide.
Founded in 2002 as a response to the cultural appropriation and misrepresentation of Māori art, Toi Iho is an independent, Māori-led organisation that upholds the integrity of Māori art. Through registration, it champions Māori artists who demonstrate cultural authenticity, and artistic excellence.
'Toi Iho is more than a mark, it's a movement, a symbol of mana, identity, survival, and future potential,' says Elizabeth Ellis CNZM, JP (Ngāpuhi, Ngāti Porou), Chair of the Toi Iho Charitable Trust and Senior New Zealander of the Year 2025. 'This recognition affirms the importance of protecting the integrity of our stories, our artforms, and our ways of being in the world.'
This year saw a record number of applicants for JIAPICH, with global interest driven by its new Ambassador-at-Large programme. The award, hosted by the Center for Intangible Cultural Studies in Korea, recognises work that crosses borders to protect cultural heritage for future generations.
The honour for Toi Iho underscores the global significance of Indigenous-led cultural protection and innovation. It signals a growing international commitment to cultural sustainability and the rights of Indigenous peoples to define and safeguard their own heritage.
'This Honourable Mention belongs to the many Māori artists, organisations, and supporters who work tirelessly to protect and promote our living traditions. It's a call for all societies to value and uphold the richness of Indigenous cultures,' says Ellis.
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