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​Why we exist

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Cultureflow started as a mihi to all of those who lost their Reo through the Native Schools Act 1858. A love letter of sorts. To let them know, it’s cool to speak Māori now. That was more than 20 years ago....


The pakihi began as Mataaho - the kupu for window - Cultureflow founders were determined to share a view into the Māori world with the rest of Aotearoa. However, several Kaumatua reminded them Mataaho was also the name of a Māori demi-god: did they really want to enter business bearing the responsibility of this god's namesake?


​Mataaho Ltd began trading as Cultureflow®, and the execution of the dream began : to normalise the everyday use of te reo Māori.


Cultureflow began on the smell of an oily rag, much like every kiwi dream, and similar to the adversity others have experienced, Sarah was reminded numerous times that Cultureflow® would never be a viable business. The juggle of life meant the business worked around, children attending Kohanga Reo and Kura kaupapa, and like every new small business, life was filled with opportunity guised as adversity. 



In 2002 the first Cultureflow programme, Te Kete Tuatahi pukapuka, was launched at Dymocks in Te Whanganui-ā-Tara (Wellington). The launch was honoured with blessings from Uncle’s John Tahuparae and Tama Turanga Huata, and formally acknowledged by the Minister of Māori Affairs at the time, (now Dame) Hon. Tariana Turia.

Since then, Cultureflow® has employed over 100 tutors, worked with 10 different Polytechs and Universities, and assisted more than 8,000 people on their Reo Māori journey.


​It’s been an awesome ride, and it’s about to get better!


As Reo Māori grows in prominence and importance across Aotearoa, Cultureflow® remains committed to ensuring its contribution to the movement continues to grow.


In 2009, Sarah became the sole owner and worked on pivoting the business post the GFC. In 2019, Cultureflow® began looking into the behaviours of modern day learners and exploring new models of education. Cultureflow has chosen to partner with a fast growing, New Zealand based software company to incorporate gamification into all their reo Māori modules. Cultureflow® is proud to bring gamification to te reo Māori learning with the Introduction to Te Ao Māori programme.


Throughout this journey, Cultureflow® has kept steadfast to its mission: ‘Whakamana i te Reo Māori’ – honour the Māori Language. It's going to take all of us to create traction in this movement, nā reira, ahakoa te aha, Nau mai, Haere mai, ra e hoa ma - no matter your starting point, let’s do this together!​

Awards and Acknowledgements


  • 2020 - Cultureflow® brings gamification to te reo Māori learning with the launch of the Introduction to Te Ao Māori programme
  • 2018 - Cultureflow® Founder awarded New Zealand Order of Merit for services to education and te reo Māori
  • 2011 - Cultureflow® are finalists for the Intercultural Innovation Award at UNAOC (United Nations Alliance of Civilizations)
  • 2009 - Cultureflow® wins Westpac Chamber of Commerce Business Award
  • 2009 - Cultureflow® ownership structure shifts to one shareholder
  • 2007 - Cultureflow® wins Technology and Innovation Fund (TIF) Award to develop and trial te reo Māori pronunciation software
  • 2004 - 2010 - Cultureflow programmes licensed to Polytechnics throughout New Zealand
  • 2003 - Cultureflow wins MWDI (Māori Women's Development Incorporation) Best Regional Business Award (Te Whanganui-ā-Tara)
  • 2002 - Cultureflow® was born
  • 2000 - Cultureflow® was an idea
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