NZ's Pivot to Asia: A Journalist's Look Back at the Open Skies Pact

The signing of an "open skies" pact between Singapore and New Zealand promised to boost tourism and air travel, but for the Singaporean journalist who covered the story, Koh Buck Song, it was far more significant.

The pact was described at the time by former New Zealand Transport Minister Jenny Shipley as "groundbreaking" and "probably the most liberal aviation agreement in the world."

This agreement was not merely a logistical milestone; it was a potent symbol of New Zealand's deliberate pivot towards Asia, laying the diplomatic and economic groundwork for a relationship that would deepen over the decades that followed, especially in the strong and steady relations between Aotearoa and Singapura. 

Looking back on the article he wrote 28 years ago, Koh describes the pact as “seminal in forging the close relations between the two countries.”

The bond established then is so deep that, on a recent flight within New Zealand, he noticed an Air New Zealand in-flight magazine carrying a rare advertisement featuring two stewardesses together — one from Singapore Airlines and one from Air New Zealand. This collaborative ad, he says, directly reflects the “close partnership between the two airlines, and hence, of the two countries.” This specific bilateral achievement with Singapore, an integral ASEAN member, can be seen as a microcosm of New Zealand’s broader strategic engagement with the bloc. 

A Vision of Geography and an Unstoppable Ascent 

At the time of the pact, New Zealand’s then-Foreign Minister Rt Hon Sir Don McKinnon spoke of the country’s "future in Asia." Koh recalls that it was "clear then that there is no escape from geography." Yet, few could have predicted the sheer pace and extent of development that would unfold across the continent. What was a theory in the 1990s—the "Asian century"—has since become a tangible reality. 

The period has been defined by the significant growth of China and India, while the Association of Southeast Asian Nations (ASEAN) has evolved into a formidable economic and diplomatic bloc. What were once known as the "Newly Industrialising Economies" (NIEs) have matured so much that the term is no longer used, with Singapore now considered a developed economy.

More recently, the intensifying rivalry between the United States and China has cemented the sense that the “centre of gravity” of global power is shifting decisively towards Asia — reinforcing the prescience of Sir Don McKinnon’s early vision. 

A Nation Transformed: Culture, Media, and Identity 

This strategic pivot outwards has been mirrored by a profound transformation within New Zealand itself.

In 1997, Koh observed that New Zealand's media—and the public—paid relatively little attention to Asia. Nearly three decades on, he says, the transformation is "noticeable." Newsrooms now cover the region, not only because Asia has become central to global affairs, but also because stories are unfolding closer to home. The influence is unmistakable: from Diwali in Auckland to Lunar New Year parades in Wellington, Asian festivals and events have become part of the country’s cultural calendar. 

This growing openness, Koh believes, is also a result of New Zealand's own journey of embracing its indigenous Māori heritage. By becoming "comparatively less protective of its European ancestry," New Zealand has, in his view, become "more open to welcoming external influences from Asia." This cultural synergy, where a nation embraces its unique identity while opening its doors to others, is a powerful force for connection.

The establishment of Radio New Zealand’s Chinese and Indo services further proves the inclusion of New Zealand’s multicultural structure, weaving the voices of its growing Asian population into the national broadcaster. 

This cultural shift is reflected in the attitudes of a new generation, as captured by a recent survey from the Asia New Zealand Foundation on how Kiwis under 30 view Asia. According to the report, 62 percent of young New Zealanders say they have a fair amount of knowledge about Asia, and one in five rate their level of daily connection to Asian cultures as high, expressed through interests like cuisine, entertainment, and travel. 

Data and illustration: Asia New Zealand Foundation

However, the data reveals a key paradox. According to the Foundation’s Perceptions of Asia 2025 survey, New Zealanders believe media coverage of Asia — particularly through traditional outlets — is declining. With many newsrooms no longer maintaining Asia-based correspondents, younger generations are increasingly turning to social media for information, where content often centres on pop culture, trends, and lifestyle rather than current affairs or deeper regional issues.

When it comes to news recall on traditional media, stories about conflict and political instability tend to leave the strongest impression. This suggests that while cultural interest in Asia is high among younger Kiwis, there may be less engagement with the region’s broader strategic relevance — a gap underscored by the survey finding that many under-30s see Asia as only “fairly important,” compared to older New Zealanders who view the region as a key partner in the country’s future. 

Data and illustration: Asia New Zealand Foundation

To help bridge this gap, Koh suggests New Zealand journalists focus on stories that resonate on a human level.

He recommends featuring more "human interest stories" of people of Asian ancestry who live and work in New Zealand, and covering the cultural backstories of the growing number of Asian restaurants and shops in cities like Auckland and Christchurch. By focusing on personal narratives, complex regional dynamics and international relationships can be made more relatable and meaningful to local audiences.

Institutions and Untapped Potential 

When Koh first reported on the pact, he also touched on the Asia 2000 Foundation — the forerunner of the Asia New Zealand Foundation — which was only three years old at the time. In Singapore and the wider region, awareness of the initiative was "limited, to say the least," despite the high-profile appointment of Singapore's then-Deputy Prime Minister, Lee Hsien Loong, as the Foundation's honorary adviser in 1997.

Comparing the foundation's early ambitions to its work today, Koh identifies its biggest achievement as "significantly enhancing the awareness of, and affinity with, Asia among the people of New Zealand." 

However, he believes more could still be done to harness the potential of the millions of people from Asia who have visited or passed through New Zealand. Creating more structured opportunities for these individuals to interact with New Zealanders, he suggests, would help forge deeper connections through personal exchange and shared ideas. This untapped potential extends to New Zealand's branding and economic engagement. 

Apart from being a veteran journalist, Koh is widely known in Singapore as a country brand ambassador. When he visited New Zealand last month, he shared his view on the country's image in Asia.

New Zealand’s strongest card, he said, is its “100% Pure” brand — a powerful marketing identity grounded in the country’s natural resources and commitment to sustainability. This has proven highly appealing to consumer markets. However, he notes that New Zealand remains under-engaged in other areas, particularly the services sector. Its universities, for instance, “could have built up more capability to attract even more staff, students, and partnerships with the rest of Asia — to rival, say, Australian universities.”

From a Pact to a Partnership 

What began as an aviation agreement in 1997 has led to a wide-ranging relationship with Asia that influences New Zealand's cultural and economic landscape. While this has primarily manifested in consumer and cultural exchanges, as Koh emphasised, the potential for a deeper connection exists.

The proposed next step involves fostering more robust engagement in sectors such as education, services, and media. The original open skies policy served as a starting point, and the continuing objective is to develop these channels for collaboration and mutual understanding to shape the future of the relationship.

 -Asia Media Centre