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Blending culture and innovation: how ARA Journeys preserves Māori stories in the digital age

Discover the success story behind Kiwi tech company, ARA Journeys, which creates apps and games that bring indigenous stories to life.

Reading time: 7 minutes

Bridging the past and future with technology

In the rapidly evolving world of digital technology, ARA Journeys stands out as a unique and powerful player, combining Māori culture with cutting-edge innovations. At its helm is Amber Taylor, a visionary leader committed to preserving indigenous knowledge while pushing the boundaries of augmented reality (AR) and virtual reality (VR). Amber's journey from corporate life to tech entrepreneur is not only a story of success but also one of deep cultural connection and passion for social impact.

Founded in 2018, ARA Journeys is a 100% Māori-owned digital technology company that uses immersive technologies to bring indigenous stories to life. The company’s flagship projects blend augmented reality with Māori narratives, allowing users to experience stories deeply connected to the land. Through AR games and apps, ARA Journeys reconnects people of all ages to their heritage in an increasingly digital world.


Transcript – ARA Journeys – Blending culture and innovation in business

Cultural pathway

The heart of ARA Journeys is rooted in its name, ara, which means pathways or journeys in te reo Māori. This reflects the company’s mission to take users on a journey through time and space, connecting them with the whenua (land) and the histories it holds. “We like to reconnect people back to the land, and we do that by using indigenous narratives,” Amber shares.

Their innovative Tuwhiri app, which functions like a digital treasure map, allows users to discover stories, myths, and legends tied to specific locations. With Tuwhiri, you can seek out stories and hear them being told in the actual locations they relate to. The app is a unique geolocation-based storytelling experience that can be used by all – young and old, Kiwis or tourists. By using modern technology to access these ancient narratives, ARA Journeys is not just entertaining users but educating them about the cultural and historical richness of Aotearoa.

Te Ao Māori and building a business

Amber's decision to start ARA Journeys with co-founder Dr Isaac Warbrick was deeply personal. “I was seeing that disconnect in my children,” she recalls, explaining that the lack of connection to their culture inspired her to create something that would engage younger generations with their heritage.

"As we began building the company, I saw a shift in my children. They wanted to learn more about their culture and their marae. That’s when we realised that this is something our whole country needs."

Working with her co-founder, Amber built the business on values rooted in te ao Māori (the Māori worldview). “When Isaac and I started the company, we were both working in the corporate space and there were things that didn’t align with our values,” Amber reflects. “So, when we started ARA Journeys, we were very clear that we were going to build the company from a Te Ao Māori worldview, because that is something that really resonated with us and represents who we are. And it really laid the groundwork for us to build our values and our foundations on.”

The values that guide ARA Journeys are not simply corporate platitudes but are derived from the cultural principles that have been passed down through generations. “Our values have stemmed from a very personal space,” Amber explains. “We’ve observed conversations and noticed how people interact. The values we’ve come up with naturally align with a Te Ao Māori worldview.”


Creating a space for representation and inclusion

ARA Journeys is not only a company creating remarkable digital experiences but also a champion for diversity in tech. Amber is fiercely committed to amplifying underrepresented voices in the industry, particularly those of Māori and other indigenous communities.

“From the outside looking in, a lot of people think it’s the technology or the software that have enabled us to get to where we are at today, but in actual fact, it’s our culture," Amber explains. "Following the steps of our ancestors and being innovators and navigating new pathways – that’s what enabled us to be successful and to be where we are today.” 

A key milestone in ARA Journeys’ growth was the creation of the AR character Manu. “Manu is the first-ever AR gaming character that is fully bilingual. He can kōrero Māori as well as English,” Amber says proudly.

Manu has been an integral part of ARA’s success, winning awards both nationally and internationally. But for Amber, the true success of Manu came when a young boy from a school in Manukau, south Auckland, saw the character and exclaimed, “Whaea, Whaea, he looks just like me!” This moment, where a rangatahi Māori could see themselves reflected in the digital space, was a powerful reminder of why Amber does what she does.

Amber’s top five tips for people starting a business

1. Prioritise your health and wellbeing – make sure you take care of yourself to tackle those big tasks that come your way when you’re first starting out. 

2. Grow your network and foster relationships as they will help you build your business along the way.

3. Product-market fit – make sure you understand the customer problem you want to solve, so you can build the products they need.

4. Think global from day one – we are a small nation at the bottom of the world and our market size isn’t as big as some of the other markets, so if you want to build a large business, you’ll need to think global from the start. 

5. Do business your way – there is no point in pretending to be someone you’re not and not being authentic in your dealings, so don’t be afraid to bring culture into your company.

Challenges and growth: advice from Amber

Amber’s journey to success has been filled with lessons learned along the way, and she’s passionate about sharing her insights with others, particularly small business owners and Māori entrepreneurs.

“Don’t wait until you have all your ducks in a row. The longer you wait, the more chances are that someone else will come into that space and beat you to the market. So, get out quick.” 

Building a strong network is another key piece of advice: “Your networks will help you grow, they’ll help you establish your company, and they’ll help you navigate rocky waters.”

Amber explains: “Although Isaac and I started the company, our continued growth is due to the support and contributions of our collective network – our team, our families, mentors and advisors. And don’t be afraid to ask for help. Lean on those networks to guide you through challenges.”

Amber also emphasises the importance of authenticity, especially for Māori-owned businesses.

“Don’t be afraid to be your authentic self. There’s a space and place in any sector that you work in where culture is really important. And you’ll see that coming across in a lot of organisations nowadays, who are now looking for mātauranga Māori, and for Māori to come in and be themselves, to create better workspaces for everyone.”

Looking ahead: global ambitions with a cultural heart

ARA Journeys has come a long way since its inception, and Amber’s vision for the future is ambitious. The company has already expanded its reach internationally, with interest from countries such as Thailand, China, Australia and the US. 

“We’ve started looking wider than what’s happening here in Aotearoa,” Amber explains. “There are around 6,000 indigenous languages left in the world, and that number is expected to drop in the next 10 years. We want to use our technology to help preserve and celebrate those cultures globally.”

While ARA Journeys is poised for international expansion, its commitment to Aotearoa and Māori culture remains at the core of its mission. By continuing to innovate and create platforms that honour indigenous narratives, ARA Journeys ensures these stories will live on for future generations. 

“We’re not just a digital technology company,” ARA’s website says, “We’re the architects of a future where technology and culture harmonise, empowering us all to connect, learn, and grow together.”

Staying true to your values

Amber Taylor’s business journey with ARA is a story of passion, cultural pride, and innovation. As a leader in both the tech and Māori communities, Amber has carved out a space that not only brings history to life through technology, but also shapes a more inclusive and diverse future.

ARA Journeys is a testament to the power of storytelling, the importance of cultural preservation, and the endless possibilities that arise when tradition and technology come together.

For anyone starting their own business, especially in the tech space, Amber’s story offers inspiration and practical advice. Her commitment to values, culture, and community serves as a guiding light for aspiring entrepreneurs, reminding us all that success is not just about innovation. It’s about staying true to who you are and where you come from.

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