Working with ethnic diversity: Maximising New Zealand's economic potential

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CONTENTS

Foreword 1The changing face of New Zealand 2Maximising New Zealand’s economic potential 5

Ethnic Diversity Management 7Ethnic diversity management overview 8Riding the Wave 11Intercultural Awareness and Communication programme 14

EPIC NZ project 20EPIC NZ website 23EPIC NZ conference 26Knowledge workshops 28Connecting the Regions 30

Connecting the Regions Hawke’s Bay, May 2013 33

ABOUT THE OFFICE OF ETHNIC AFFAIRSThe Office of Ethnic Affairs works to promote the benefits of ethnic diversity to develop prosperity for every New Zealander. We are focused on people whose culture and traditions distinguish them from the majority in New Zealand. Ethnic groups which are the key focus of the Office of Ethnic Affairs are migrants, refugees, long-term settlers, and people born in New Zealand who identify their ethnic heritage as Asian, Continental European, Middle Eastern, Latin American or African.

One of Ethnic Affairs’ key priorities is to maximise New Zealand’s potential for economic growth through the skills, experience and international connections of ethnic communities. A significant project in this area is Ethnic People in Commerce New Zealand (EPIC NZ), which includes a range of initiatives designed to support ethnic businesses. EPIC NZ also provides a platform for ethnic and mainstream business owners to come together.

To find out more visit: www.ethnicaffairs.govt.nz www.epicnz.co.nz

ForewordOver the past few decades, globalisation, which facilitates communication, technology advancement and transportation, has also influenced migration and interaction between migrants and non-migrants within, and across, national borders.

It’s no secret that ethnic and migrant communities bring with them ideas, know-how, practices and skills that influence their encounters with, and integration into, the societies that host them.

A diverse workforce drives economic growth. Our nation’s human capital substantially grows as more women, racial and ethnic communities enter the workforce.

As a result, world migration is felt in the classrooms, neighbourhoods, markets and streets of cities from Auckland and Melbourne to Hong Kong and New Delhi. Much like global markets of labour and goods, migration today demands a new educational response:

• Howcanwebestprepareournextgenerationor,indeed,ouryouthforaworld in which diversity will be the norm?

• Howcanwenurturegraduateswhoareabletomanageculturalcomplexity?• Howcanwepreparecitizenswhounderstandlocal,nationalandglobalareas

of participation?

Now, let’s turn the spotlight onto New Zealand today. Data from the 2013 Census revealed that 213 ethnic groups live here – from a world of 196 countries. It also revealed that 25.2 percent of people living in New Zealand were born overseas, compared with 22.9 percent in 2006.

It’s clear that we are no longer sheltered and isolated in the southernmost part of the world. Many of us, New Zealanders of various backgrounds, are reframing our understanding of economics, communication, security, cultural identity, citizenshipandtheenvironmentonadailybasis,evenifwe’renotentirelyconscious we’re doing so.

New Zealand is becoming increasingly interconnected and I encourage all New Zealanders to take every opportunity to make connections with each other and to tap into the wealth of knowledge and talent that we all hold to produce innovation and productivity that we can all be proud of.

Berlinda ChinDirectorOffice of Ethnic Affairs

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INTRODUCTION

The changing face of New ZealandNew Zealand is the fifth most ethnically diverse country in the OECD1. This diversity is an asset as we seek to play our part on the global stage. As a nation of less than 4.5 million people2, our ability to build networks and connections offshore has an enormous impact on our future.

New Zealand has focused on developing sustainable relationships, including trade links with a number of Asia-Pacific nations, in particular China, India and the Association of Southeast Asian Nations (ASEAN). Our total trade with these countries in 2012 was worth approximately $25.7 billion3.

Global connections, particularly in the Asia-Pacific region, are vital for our economic growth. The networks and expertise of migrant business people can help to improve understanding of different ways of doing business internationally and offer key insights and connections in markets outside of New Zealand.

Ninety-seven percent of all New Zealand business are small and medium-sized enterprises (with fewer than 20 employees)4, and many of these are ethnic businesses. This means that our small and medium-sized enterprise sector has enormous potential for leveraging its diversity to help grow the New Zealand economy.

Our growing ethnic diversity has also fundamentally altered the make-up of the New Zealand workforce. This demographic trend is set to continue into the future. For example, 25 percent of New Zealand’s workforce are migrants5 and between 2001 and 2006, 60 percent of New Zealand’s workforce growth came from people born overseas6.

1 OECD, Based on figures for foreign-born population, OECD Factbook 2013.2 Statistics New Zealand.3 Ministry of Foreign Affairs and Trade, collected from NZ Inc ASEAN Strategy (2013), China Strategy (2012) and India Strategy (2011).4 Ministry of Business, Innovation and Employment, Small Businesses in New Zealand: How do they compare with larger firms? March 2013.5 Immigration New Zealand (n.d.), Immigration and the Economy. Retrieved from www.immigration.govt.nz6 Immigration New Zealand (n.d.), Immigration and the Economy. Retrieved from www.immigration.govt.nz

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INTRODUCTION

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“The rapidly expanding middle classes in Asia present opportunities for New Zealand businesses producing high quality goods and services.” PRIME MINISTER JOHN KEY TO THE ASEAN NZ COMBINED BUSINESS COUNCIL, NEW ZEALAND’S ASEAN PARTNERSHIP: ONE PATHWAY TO TEN NATIONS, JULY 2013

INTRODUCTION

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INTRODUCTION

Maximising New Zealand’s economic potential The Office of Ethnic Affairs works to promote the benefits of ethnic diversity for all New Zealanders, including taking advantage of the huge opportunities this diversity presents for our economy. In 2007, Ethnic Affairs established the Intercultural Advisory team to maximise the benefits of ethnic diversity in New Zealand’s workplaces and businesses. In the years since the team’s inception we have gathered considerable information about the types of challenges faced within organisations and by job-seekers and ethnic entrepreneurs.

Key lessons include the following:• The transnational contacts of ethnic businesspeople in New Zealand

are not being fully utilised by mainstream businesses.• Most New Zealand organisations have no ethnic diversity

management initiatives in place.• There is little connection between ethnic small and medium-sized

enterprises and mainstream business support organisations.• Many ethnic business people are unsure of where to access

information about starting and running a business.

Based on these lessons, Ethnic Affairs has put the following programmes and initiatives in place to address these issues:• Ethnic diversity management programme (Riding the Wave)• Intercultural Awareness and Communication Training for Trainers

programme• EPIC NZ project to improve connections between ethnic and

mainstream businesses.

This publication provides an overview of each of these initiatives and features interviews with key stakeholders in each area.

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“We need diversity of thought in the world to face the new challenges.” TIM BERNERS-LEE, BRITISH PHYSICIST OF THE WORLD WIDE WEB, B.1955

“I like ‘multi-‘. Multiplicity, multicultural, multiplication... Any contribution to diversification and value augmentation is achievement.” ROSSANA CONDOLEO, WRITER, 2013

“The page we have in our colouring book may appear to have a similar outline but we all vary in the way we fill in the space. Diversity keeps us interesting. Celebrate your differences.” TRUTH DEVOUR, WRITER, 2013

Ethnic Diversity Management

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ETHNIC DIVERSITY MANAGEMENT

Ethnic diversity management overviewAs New Zealand’s population ages, the traditional and permanent workforce will contract, making it essential to strategically train, attract and retain skilled employees. Current figures show that 50% of current working-age Aucklanders were born outside of New Zealand7, and the Ministry of Business, Innovation and Employment projects that net migration will contribute another 200,400 people to the population of the Auckland region by 20318. While Auckland is New Zealand’s most diverse region, similar trends are visible across the country.

These figures point to the importance of proactively managing ethnic diversity in the workplace. When managed well within an organisation, ethnic diversity offers many potential benefits. These benefits include access to a wider customer base and a wider skill set, international competitive advantage, gaining international contacts, broader perspectives, and a more innovative work environment.

Ethnic Affairs offers a number of services to assist organisations in establishing or improving their ethnic diversity management strategies.

7 Ministry of Business, Innovation and Employment, 2010 Skills Challenges report: New Zealand’s Skills Challenges Over the Next 10 Years, 2011.8 Department of Labour, Auckland Regional Settlement Strategy 2009 – 2014, November 2010.

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“Managing diversity is a comprehensive managerial process for developing an environment that works for all employees.” R. ROOSEVELT THOMAS JR., BEYOND RACE AND GENDER, 1991

“The talent gap is a challenge for employers everywhere. To sustain economic growth by 2030 the United States will need to add more than 25 million workers and Western Europe will need to add more than 45 million employees.” OECD, THE GLOBAL COMPETITION FOR

TALENT MOBILITY OF THE HIGHLY SKILLED, JULY 2008

“Employment diversity will be one of management’s critical strategic issues over the next twenty years.” KEVIN GAUNT, NEW

ZEALAND INSTITUTE OF MANAGEMENT CEO

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Riding the WaveThe Riding the Wave programme provides advice and support to employers and businesses on ways to maximise the benefits that ethnic diversity brings to the workplace. This programme comprises two main initiatives:• A publication providing practical tips and resources on how to take

advantage of the benefits of an ethnically diverse workplace• Interactive workshops based on themes within the Riding the Wave

publication, such as Recruitment and Selection.

Tait Grindley, General Manager, New Zealand Institute of Management (NZIM)As General Manager of NZIM, Tait is no stranger to helping leaders seek out and build on the opportunities present within their business.

With a focus on building leadership and management capability in New Zealand, NZIM are advocates of the positive difference that strong ethnic diversity management initiatives can make within a business.

In early 2012, Tait was approached by Ethnic Affairs to see if there were any common themes in the work that both organisations are involved in. Since beginning the collaboration, Ethnic Affairs and NZIM have worked together to share information and promote awareness around the need for stronger diversity management practices.

Tait believes that Ethnic Affairs’ Riding the Wave publication is an eye-opener for people and gets them thinking. The Intercultural Awareness and Communication programme and other training initiatives are then the tools that allow people to implement change. He believes that these initiatives allow NZIM to play an important role in empowering organisations.

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“Ethnic Affairs’ vision lined up perfectly with our own values and where we were trying to take our business. The information and initiatives they provide help New Zealand businesses to get ahead of the curve so they can influence change, rather than waiting for it to come to them.”

Part of NZIM’s approach has been to identify a number of key organisations and see how they implement ethnic diversity management strategies in their environment. From there, being able to provide case studies, share what has been learnt, and write about the changes happening within these larger businesses is key.

“Smaller organisations in New Zealand are going to take the lead from those larger ones. I can see us being able to make a tangible impact on how we’re educating these businesses so they can be thought leaders in that space.”

Tait stresses the need to also reach out to New Zealand’s many small organisations, those with 10 staff or fewer, that he believes need help and support to understand the changes ahead. He says that seeing the success and benefits that other organisations are experiencing will help them to learn and grow.

NZIM has seen considerable benefits since the partnership began. “We have a well-established client base, and we’ve been able to go out proactively and talk about what we’re doing with Ethnic Affairs, and the reception has been really positive. People just want to know how they can be involved.”

In terms of future initiatives, Tait believes that a coaching or mentoring programme could help in ensuring that people born overseas are gaining leadership and senior roles within their organisations. He believes that Ethnic Affairs’ Intercultural Awareness and Communication programme, ethnic diversity management programme, and their work in strengthening ties between ethnic and mainstream businesses, are useful first steps.

“When you consider people’s country of origin, the number of connections and people that they must know is huge. Those connections can benefit not only their position in New Zealand, but the organisations or the employers that they’re looking to work for.”

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“Ethnic Affairs’ vision lined up perfectly with our own values and where we were trying to take our business. The information and initiatives they provide help New Zealand businesses to get ahead of the curve so they can influence change, rather than waiting for it to come to them.” TAIT GRINDLEY


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Intercultural Awareness and Communication programmeTraining for Trainers (T4T)

The Intercultural Awareness and Communication programme seeks to enhance relationships in the workplace both between colleagues, and with customers and stakeholders. It does this by exploring how behaviour can be influenced by culture, and how we can improve our communication with people from different cultural backgrounds.

Ethnic Affairs provides Intercultural Awareness and Communication T4T to trainers within organisations so they can train their staff. The programme has been delivered across the private, government and not-for-profit sectors and can be adapted to the requirements of individual organisations.

“There are an estimated 214 million international migrants worldwide. Collectively they would make up the world’s fifth-largest nation.” - The Global Competition for Talent Mobility of the Highly Skilled, OECD 2008

Charlotte Heather, Stakeholder Manager, Agribusiness Training

Charlotte has experienced first-hand the difference that the Intercultural Awareness and Communication programme developed by Ethnic Affairs can make. Working as Stakeholder Manager at Agribusiness Training, Charlotte attended an Intercultural Awareness and Communication T4T workshop in December 2009. Since then her organisation has facilitated workshops for staff in different locations across the South Island.

Agribusiness Training is a Private Training Establishment delivering education and training in agriculture, horticulture, equine, safety and apiculture throughout New Zealand. Charlotte notes that the Intercultural

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“Intercultural Awareness and Communication is such a gentle, self-realisation process over the course of a day and it takes people on a journey where they get to discover. The penny drops for them – there’s no heavy handedness. People are nervous when they arrive and elated when they leave.” CHARLOTTE HEATHER


Awareness and Communication programme has helped tutors in the South Island to deal with a sudden change in clientele, as dairy farms are employing increasing numbers of migrant workers. While tutors had previously felt at a disadvantage when delivering training to ethnically diverse groups, there is now a support group for issues that arise in the classroom.

“Our tutors feel supported instead of having nothing, and we have now identified a group within Agribusiness Training who are interested and have the expertise to train an ethnically diverse workforce. It has become this cohesive little ball of momentum and it means that we’re not just dropping our tutors in it, along with their students.”

Charlotte appreciates how the programme builds gradually over the course of the day-long workshop. It provides the opportunity for participants to explore their own unique culture, look at what might be going on below the surface, and discuss ideas for building bridges and making connections with people from other cultures.

“Intercultural Awareness and Communication is such a gentle self-realisation process over the course of a day, and it takes people on a journey where they get to discover. The penny drops for them – there’s no heavy-handedness.”

Charlotte added that people who had received training are interested in doing the extra assignments necessary to gain NZQA unit standards for the Intercultural Awareness and Communication programme.

Agribusiness Training is also working on a diversity management strategy, which consists of a series of initiatives designed to support and build on the Intercultural Awareness and Communication programme.

“Developing a diversity management strategy as part of what we do, as suggested and supported by Ethnic Affairs, has been important in a number of ways. It avoids the Intercultural Awareness and Communication workshop becoming a stand-alone one-off initiative,

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and it makes you revisit how you’re going each year and update it. It is also a tool to trigger discussion with other managers, building it into the company’s vision rather than that of just one person.”

Mastura Abd Rahman, Manager Refugee and Diversity Programmes, Hagley Community College

In her role as Manager Refugee and Diversity Programmes at Hagley Community College in Christchurch, Mastura Abd Rahman was involved in a capacity building programme to increase awareness of refugee resettlement in NZ.

As Mastura was facilitating the cultural competency part of the programme, the College nominated her to attend the Intercultural Awareness and Communication T4T programme in December 2009. Mastura has been delivering Intercultural Awareness and Communication workshops since July 2010. Hagley’s management team has been supportive of the initiative and are pleased to be making a difference and taking the lead in the intercultural field.

“The Intercultural Awareness and Communication programme informs and supports the work that we do and is in line with Hagley’s vision of making a difference.”

Mastura has noticed a greater level of intercultural awareness since she began delivering Intercultural Awareness and Communication workshops and notes that after the course, participants want to know more about other cultures and where they can seek out that knowledge.

“The thing about the Intercultural Awareness and Communication programme is it’s not training you in culture-specific knowledge; instead it focuses on a general approach to culture, first giving you the right skills to understand your own culture and then finding the skills and knowledge to know more about others, because you understand the points of difference.”

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The Intercultural Awareness and Communication programme, which is open to other organisations, has strong support in the Christchurch area. Participants have appreciated the mix of visuals, handouts, and group involvement and say that although they come with some degree of knowledge and experience, the workshop actually clarifies issues for them.

They also like the fact that it is based on an intercultural approach, rather than a culture specific approach, and that it avoids one-size-fits-all solutions.

Mastura has appreciated the partnership with Ethnic Affairs, in particular the relationship she has developed with the Intercultural Advisory team, who provide her with updates on new research.

She suggests that Ethnic Affairs create a Community of Practice for intercultural trainers across New Zealand: an idea that we plan to implement in the near future.

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EPIC NZ project

EPIC NZ PROJECT

EPIC NZ project Ethnic Affairs’ EPIC NZ project seeks to bring together mainstream and ethnic business leaders to maximise New Zealand’s potential for economic growth. The project comprises a number of initiatives, all of which seek to increase the participation of ethnic small and medium-sized enterprises in the economy and connect them with the wider business community for the benefit of all New Zealand.

Whilst Ethnic Affairs works with a large number of ethnic groups, the project’s initial focus for creating an economic development strategy has been on the Asia Pacific region.

In delivering these projects, Ethnic Affairs has brought on board partners and sponsors who can see value in what we’re doing.

“Connections are what you make with individuals […] and networks are the access to the diaspora of people through those connections, but your networks are only as strong as your connections.” Dr. Privahini Bradoo, EPIC NZ Conference 2013, Auckland

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EPIC NZ PROJECT

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EPIC NZ PROJECT

EPIC NZ websitewww.epicnz.co.nz New Zealand businesses often lack an understanding of the business culture and systems in Asia, which can lead to a high failure rate in doing business with Asia.

Ethnic Affairs has developed the epicnz.co.nz website which offers an online business database that connects ethnic and mainstream businesses through business matching. This database helps to grow connections and partnerships between New Zealand businesses and the ethnic business community so that they can be more effective in the local and global marketplace.

Paulo Garcia, Philippines Consul General, Director/Barrister & Solicitor

As a founding member of the Filipino Business Council, Paulo was first approached by Ethnic Affairs when they were organising the ASEAN Business Forum in 2010.

“I thought it was an excellent idea to get the ASEAN business leaders together on a regular basis to voice their concerns and ideas about doing business with New Zealand.”

Paulo notes that the Filipino Business Council grew stronger as a result of the ASEAN Business Forum and has grown significantly in number and influence since then. The Forum also created the opportunity to get to know other heads of ASEAN business councils. This promoted faster communication amongst the different councils and created a pool of skills they could call upon when dealing with mainstream businesses.

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“I thought it was an excellent idea to get the ASEAN business leaders together on a regular basis to voice their concerns and ideas about doing business with New Zealand.” PAULO GARCIA

EPIC NZ PROJECT

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EPIC NZ PROJECT

The Filipino Business Council also saw their potential to become a useful source of knowledge for New Zealand businesses. Paulo notes that while the potential is great when dealing with ASEAN countries, the prospect of promoting New Zealand products in the Philippines can be daunting for businesses and they need to think carefully about meeting demand.

“The question is always about how much you can provide, because you’re selling to 100 million Filipinos. It is absolutely understandable for companies in New Zealand to need to think twice before making a commitment to sell in such volume under such time constraints. But I think that’s a healthy problem.”

One of the challenges that Paulo identifies for ethnic businesses is knowing where the opportunities lie. He praises the initiative of the EPIC NZ website, which allows ethnic and mainstream business people and investors to connect with each other.

“The EPIC NZ website is a wonderful creation. I go on it myself quite a lot. I think that more and more people should tune in and be aware of it. It’s an excellent effort by Ethnic Affairs to get people to engage with each other. So for New Zealand business and ethnic businesspeople it’s the platform to meet others and to be aware of what’s happening.”

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EPIC NZ PROJECT

EPIC NZ conferenceThe EPIC NZ conference is an annual event that began in Auckland in 2012. It is a forum for New Zealand-based ethnic and mainstream business leaders, academics and government agencies to discuss how best to support and tap into the potential within the ethnic small and medium-sized enterprise sector. The conference also provides opportunities to discuss how ethnic and mainstream businesses can work together to expand New Zealand’s economic ties in high-growth markets in the Asia-Pacific region.

In 2013, conferences were held in both Auckland and Wellington, attracting over 600 delegates. Key speakers from a variety of different industries shared their perspectives about building on the opportunities that ethnic diversity presents for business, trade and investment.

Robson Liang, Director, International Education Fund Ltd.

Robson has spent many years working in the investment and education sectors since moving to New Zealand from his native China nearly 20 years ago. He notes that while ethnic businesses in certain sectors are well integrated into the New Zealand mainstream already, others could be taking more advantage of the opportunities present in the market.

Robson believes that the EPIC NZ conference will bring another level to the business activities that ethnic business people can engage in. Robson also believes that ethnic business people can play an important role in advising New Zealand businesses who hope to develop markets abroad. He notes, however, that expansion is not necessarily straightforward.

“When you’re used to dealing with a population of 4 million people and you go to a market of 1.3 billion people you don’t know where to start and you can go and throw a few million dollars there for nothing.

Understanding the best practical way to get into the market becomes the first concern for mainstream businesses that are shifting direction.”

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EPIC NZ PROJECT

Robson stresses the importance of tapping into the large numbers of ethnic students in New Zealand and involving them in activities. He notes that these students often take up important positions on their return to their home countries and it is important to maintain links with them.

Robson has been involved in the Connecting the Regions visits, which bring delegations of ethnic investors to different regions of New Zealand. He notes that while it is too early to measure the project’s full impact, he believes that it is a valuable way of promoting business opportunities and establishing essential relationships.

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EPIC NZ PROJECT

Knowledge workshopsThese workshops provide ethnic businesses with information on how to do business effectively in New Zealand. The Office of Ethnic Affairs works with other public sector agencies to organise workshops that address topics such as tax, exporting, and starting your own business.

The Inland Revenue Department, Immigration New Zealand, Auckland Tourism Events and Economic Development, and Auckland Chamber of Commerce have been involved in the delivery of these workshops.

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“Around 60 percent of ASEAN’s population is under 35 years old.” ASEAN SECRETARIAT

“New Zealand society is becoming increasingly diverse and so too is New Zealand business. Success in the new environment will require responsiveness to different cultural and ethnic groups as a key skill. Successful businesses will be alert, sensitive and welcoming to a diverse customer base.” PHIL O’REILLY, CHIEF EXECUTIVE

BUSINESSNZ

“A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.” STEVE JOBS (1955-2011)

EPIC NZ PROJECT

Connecting the RegionsThe Connecting the Regions programme aims to promote the investment opportunities available in regional New Zealand to local ethnic businesses and their international investment partners. Delegations visit regions where local stakeholders and businesses demonstrate investment opportunities.

Connecting the Regions is delivered in partnership with Economic Development Agencies of New Zealand and their regional and local partners.

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Connecting the Regions Hawkes Bay, May 2013

CONNECTING THE REGIONS

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Connecting the Regions Hawke’s Bay, May 2013The aim of this visit was to promote New Zealand wine and food products to ethnic business owners – some visiting from overseas, others living and working in New Zealand and looking for investment opportunities.

Connecting the Regions Hawke’s Bay was a success, with delegates forming great connections and learning more about the opportunities for investment or international growth. The following are reflections from local authorities and agencies, business owners and delegates involved in the visit to Hawke’s Bay in May 2013.

Cynthia Bowers, Deputy Mayor of Hastings May 2013

Deputy Mayor of Hastings Cynthia Bowers believes that initiatives such as Connecting the Regions can really help in promoting Hawke’s Bay and all the region has to offer.

“I think Connecting the Regions is very, very beneficial. We’re always looking to expand our markets overseas, so it’s all about relationships, getting to know other people and understanding more about what they do, what they like, and targeting our opportunities accordingly.”

Michael Henley, CEO, Trinity Hill Winery

Michael Henley believes that the Connecting the Regions initiative showcases opportunities that would otherwise remain untapped. It allows people to get off the beaten path and see what the regions have to offer. He believes that word of mouth has an important role to play – as more people visit and like what they see, they’ll share this with others and the region as a whole will see a growth in visitors.

“We have some incredible attributes, benefits, and things to offer here in Hawke’s Bay and it’s just a matter of showing them to people, telling the stories and making it so they understand what it is we have to offer.”

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Lyn Cheyne, Food Network Facilitator, Business Hawke’s Bay

Lyn Cheyne believes that initiatives such as Connecting the Regions provide a valuable opportunity for the exchange of information between businesses and investors, and for businesses to grow offshore. She notes that strong business relationships are a two-way street and take time to develop. Such visits are important first steps and an opportunity to get to know each other.

“Our businesses and producers learn more about the markets they’re going into, the requirements of those markets, the sort of scale involved, and the relationships necessary to be successful in that space.

Our visitors also learn more, understand the story behind our products, and see for themselves where it’s produced, how it’s made, the people behind the story, and whether these are a good fit for the investment opportunities they’re looking for.”

Yu Sheng Lo, Connecting the Regions delegate

Yu Sheng Lo joined Connecting the Regions with a view to exporting New Zealand wine to markets in Asia, in particular Vietnam and his native Taiwan.

Connecting the Regions also provided an opportunity to gain a better understanding of aspects of New Zealand culture. Yu Sheng stressed how important this is for him, as he believes sustainable relationships and value alignment are vital when choosing investment partners.

“Connecting the Regions explains a lot about New Zealand culture and the products produced here. I wanted more information because I know the quality of wine they produce in Hawke’s Bay and wanted to learn more about my potential partners.”

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“Connecting the Regions explains a lot about New Zealand culture and the products produced here. I wanted more information because I know the quality of wine they produce in Hawke’s Bay and wanted to learn more about my potential partners.” YU SHENG LO


Steve Breen, Economic and Social Development Manager, Hastings District Council.

Steve Breen’s role is to support local businesses to grow, be more competitive, and as a result improve the wealth and well-being of the region’s residents.

He believes that Connecting the Regions provides a great opportunity to engage directly with the international market and develop strong commercial relationships with international colleagues, particularly in China.

Steve notes that the Office of Ethnic Affairs introduced them to a new approach and another channel to market, which has been very valuable. He looks forward to seeing how the partnerships discussed during the trip evolve as agreements are reached between local businesses and investors. “Additional benefits lie in the cultural exchanges between our two countries, and that improves the understanding of how to engage and work with our international colleagues. And I think that’s the long-term benefit of this whole approach.”

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www.ethnicaffairs.govt.nzPublished in 2014 by the Office of Ethnic Affairs 46 Waring Taylor Street, Wellington, New ZealandAll rights reserved. For all enquiries contact the publishers.© Crown copyright 2014 The Department of Internal Affairs, Te Tari Taiwhenua

ISBN 978-0-478-35577-2

Government & Nonprofit

Working with ethnic diversity: Maximising New Zealand's economic potential