Understanding and Selecting Your Token
The Uniquely Cook Islands Mark is supported by three tokens – Taʻunga, Ito Manava, and Vaka. Each token represents a different way that Cook Islands culture, identity, and creativity can be expressed. No one token is more important than another. Instead, they work together as a system: Taʻunga protects and preserves traditional knowledge and practice, while Ito Manava and Vaka build on that foundation to support local innovation and overseas contributions.
By recognising different forms of cultural expression, the tokens safeguard Cook Islands heritage from multiple angles. At the same time, they open pathways for culturally appropriate and sustainable economic opportunity – ensuring that Cook Islands people benefit while the uniqueness of the islands is maintained.
This page explains what each token represents, who it is designed for, and what is required to apply, so you can select the token that best matches your work. Like the examples shown, you will need to provide evidence of how your product or service qualifies.
Taʻunga = Cultural Protection & Preservation
It is the most traditional and protected space. Everything must be deeply rooted: traditional process, method, materials, and/or designs. It’s about safeguarding heritage and ensuring cultural custodianship.
- made using authentic Cook Islands materials and resources, and
- created through traditional processes, knowledge, or techniques passed down across generations.
The key here is that Taʻunga represents continuity of cultural identity through strict adherence to authentic practice. So:
- A wood carving using Cook Islands timber and traditional tools and designs → qualifies, because it preserves both the resource base and the traditional carving process.
- A dance performance using authentic choreography, costumes, and oral traditions → qualifies, because it safeguards cultural performance knowledge without modern adaptation.
- Ika mata prepared using only traditional methods and local ingredients → qualifies, because the process, ingredients, and presentation reflect cultural authenticity.
- A traditional canoe (vaka) built using Cook Islands trees, lashings, and navigation methods → qualifies, because it sustains heritage knowledge in materials, construction, and practice.
- A traditional tattoo (tātatau) created using Cook Islands motifs and hand-applied techniques → qualifies, because it preserves ancestral patterns, cultural meaning, and protocols that have been passed down through generations.
If you are a recognised cultural custodian or master artisan working in traditional ways, you should apply for this token. You will need to explain how your product or service is connected to the Cook Islands and provide your personal connection story.
Ito Manava = Local Production & Innovation
It is flexible and adaptable, recognising Cook Islands–based makers and businesses whose work is either:
- made locally (using local or imported materials), or
- culturally connected (inspired by Cook Islands traditions, stories, techniques, or meanings), even if modern or innovative.
The key here is that Ito Manava allows for innovation and adaptation while still anchoring identity in Cook Islands culture. So:
- A tee shirt printed overseas → qualifies, because the design is Cook Islands–connected even if the production is offshore.
- A tivaevae made using imported cotton fabrics but designed with Cook Islands motifs → qualifies, because the art form has been uniquely adapted and localised into Cook Islands cultural expression.
- A master carver using imported Fijian wood → qualifies, because the process and meaning are Cook Islands, even if the raw material isn’t.
- Ika mata served in a restaurant using imported fish or vegetables, modern plating, or innovative flavour twists → qualifies, because the dish is grounded in Cook Islands food tradition but adapted for a business context.
- A tourism operator offering guided lagoon tours that blend local storytelling with modern eco-tourism practices → qualifies, because it uses cultural narratives in an adapted, business-oriented service.
If you are a Cook Islands–based business or maker whose work is made locally or culturally inspired, you could apply for this token. You will need to explain how your product or service is connected to the Cook Islands.
Vaka = Overseas / Diaspora
It recognises Cook Islands people overseas and their businesses whose products or services carry Cook Islands meaning, identity, or innovation, even when created outside the islands.
- created by Cook Islands people overseas who maintain cultural connection, and
- developed in ways that either return value home (through collaboration, sourcing, or sharing benefits) or create value overseas (by showcasing Cook Islands culture internationally).
The key here is that Vaka supports diaspora contributions while ensuring that Cook Islands identity and benefits remain clear. So:
- A Cook Islands artist in New Zealand exhibiting work that tells Cook Islands stories → qualifies, because the cultural meaning is carried through the artwork and shared in an international setting.
- A Sydney-based Cook Islands fashion designer creating garments inspired by Cook Islands motifs → qualifies, because the designs demonstrate cultural connection; any donations or collaborations further strengthen the value pathway but are not the sole qualifier.
- A musician in Los Angeles recording songs in Cook Islands Māori and promoting them internationally → qualifies, because it keeps the language and cultural identity visible while building overseas recognition.
- A New Zealand-based Cook Islands person running a food stall at Pasifika Festival in Auckland and serving ika mata → qualifies, because it shares a Cook Islands cultural tradition abroad while creating visibility and connection.
- A Cook Islands travel promoter based in New Zealand who markets Cook Islands cultural experiences → qualifies, because it both raises the visibility of Cook Islands traditions overseas and creates direct value back home though increased tourism and economic benefit.
If you are a Cook Islands person living overseas who keeps cultural connections alive through your work, this token may be right for you. You will need to explain how your product or service is connected to the Cook Islands and provide evidence of how you create value either back home or overseas.
Bringing It Together
Each token plays a different role in protecting and promoting Cook Islands culture, but all are equally important. Together they ensure that traditional knowledge is safeguarded, local businesses are supported, and overseas contributions remain connected to home. By choosing the token that best fits your work – and by providing clear evidence of your connection – you help strengthen the Uniquely Cook Islands Mark for everyone.
Last Updated: 02/10/2025