As a consequence of the colonisation of New Zealand and the subsequent removal of many Māori from their traditional social structures and norms, Māori culture and identity has become muddied in the Pākehā dominated world. Exactly what it is to be Māori and the extent to which culture defines identity is not agreed upon. In this paper, it is discussed why Māori interests and needs, with respect to their cultural heritage, should be met, in relation to the benefits from its use and trade, socially and economically. This is followed by an analysis why current intellectual property regimes do not allow for this. Finally, a survey of recent “pop-culture” appropriations of Māori culture is made and, from the reaction of prominent Māori to these, the interests and needs of the Māori and how they can best be met are extrapolated.