New Zealand's largest Maori-owned fishing company wants to see the unique Maori story pushed by companies doing business in Asian countries.
Aotearoa Fisheries was part of a recent trade delegation of Maori businesses which travelled to China.
Annual exports to China include paua and lobster and are worth about $30 million.
Chief financial officer for the company, Simon Jones, says there are similarities between the culture and customs of Chinese and Maori.
Because food plays such as important part in the life of a Chinese family, they're often looking for something distinctive and different.
Mr Jones says that Aotearoa Fisheries could profit by telling a unique Maori story.