Time to take a stand and restore mana of sacred Pacific drink, says cultural expert

A Pasefika cultural expert says it is time for Pacific peoples to take a stand on the sacred nature of kava.

iTaukei cultural advisor Malcolm Andrews says Pasefika cultures have often given the benefit of the doubt around cultural appropriation but it is time to restore the mana of the sacred Pacific drink.

Owners of a fledgling kava business in Grey Lynn say they are shocked by online backlash from Pasefika communities accusing them of cultural appropriation.

A video depicting a kava gathering posted to social media by Vibes Kava attracted controversy this week with critics saying it is ignorant and lacks cultural nuance.

A co-director of Vibes Kava, Charles Byram, who has Samoan ancestry, says he didn’t anticipate the backlash and now regrets the company's “flippant” marketing strategy.

“We've done a poor job of marketing the product.

“Obviously, we need to do a better job of exposing the cultural messaging.”

The video promotes the business’ fortnightly "kava social", describing it as a “modern twist on a 3000-year-old tradition".

But commenters said the video disrespected the sacredness of kava, and questioned if the owners had consulted with Pasefika communities.

Vibes Kava co-director Derek Hillen, says he recognises the "history and cultural significance of kava”, but says consulting Pasefika communities is not straightforward, as customs differ between cultures.

“Kava doesn't belong to any one culture,” Hillen says.

“Vanuatu people took it to Polynesia. If Polynesians have adopted it and made it their own, why can't we?”

iTaukei cultural advisor Malcolm Andrews says applying this Western mindset to kava is “disrespectful”.

He urges Vibes Kava to "get real with the community".

“We are custodians of kava," he says.

“We have made kava sacred. Therefore it is a sacred drink, not because of the plant itself, because of the people.”

LISTEN: iTaukei cultural advisor Malcolm Andrews says there is no excuse for ignorance around the cultural importance of kava.

Vibes Kava promotes kava as a healthy alternative to alcohol and the damaging effects of drinking culture, according to its directors.

Byram says the business has helped him learn more about his Samoan roots.

“I was just trying to create happiness for people . . . and I thought I would continue to learn and grow on my own journey and expose that as the company grows."

Māori and Pacific media specialist Te Rina Triponel says she hopes the company will learn from the feedback, saying it should embrace the communal aspects of Pasefika cultures.

“When you are community-focused and driven, there's so much success out of that, not just commercial success. Mentally, emotionally, spiritually, it fills your cup."

She says she encourages anyone who wants to start a business that celebrates culture to engage with their community and be willing to learn with humility.