Princess Angelika Lātūfuipeka Tuku’aho issued a plea for the preservation of kava’s cultural and economic value during the launch of the Regional Kava Development Strategy on Wednesday. In her keynote address, the Princess emphasized that kava is not merely a product, but a vital part of Pacific identity and heritage.
“Kava is more than just a plant—it is the lifeblood of many Pacific Island cultures, a symbol of unity, peace, heritage, and tradition,” Princess Angelika said. She explained kava’s role in Pacific communities, where it has been revered for millennia and used in ceremonies that mark life’s most important moments.
The Princess expressed concern over increasing instances of cultural misappropriation by foreign entities seeking to commercialize kava without respecting its deep-rooted significance.
“These efforts to profit from kava often strip away the sacred and communal aspects that are central to its use in Pacific Island cultures, reducing it to a mere commodity,” she warned, describing this as a threat not only to the economic integrity of the kava industry but also to the cultural heritage of the Pacific.
The newly launched Regional Kava Development Strategy aims to protect kava’s cultural significance while promoting its economic potential. A key element of the strategy involves collaboration with the World Intellectual Property Organisation (WIPO) to secure Geographical Indications (GI) status for kava, ensuring global recognition and protection of its unique quality and origin.
Princess Angelika called for a balanced approach that honors kava’s rich heritage while exploring its potential in new markets. “Innovation should enhance, not diminish, the cultural significance of kava for future generations,” she said.
The strategy, which focuses on sustainability, inclusivity, and respect for tradition, seeks to standardize kava quality, promote sustainable farming, and enhance market access.
The event concluded with a traditional Tongan dance, symbolising the balance of strength and grace, reflecting the essence of kava itself.
