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.
