Pounamu is nephrite and related stone of high cultural significance in Aotearoa New Zealand, including taonga forms connected to identity, place and customary authority.

In practice

Pounamu appears in tourism through guided cultural experiences, retail channels, destination narratives and authenticity claims.

IP-services relevance

Tourism value can depend on pounamu-associated origin and authenticity, but legal tools for market claims do not always capture customary authority over meaning and use.

Examples

• A retailer markets pounamu products to international visitors using place-based claims.
• A platform listing labels items as authentic Māori pounamu without transparent provenance.
• A tourism operator bundles pounamu storytelling into premium visitor itineraries.