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New Zealand imports much of its cultural material from overseas, particularly from Britain or the United States. Most successful Hollywood films screen on New Zealand cinema screens and New Zealand Television shows a lot of British and American television programmes. It is somewhat ironic that some of these programmes are now made in New Zealand but receive their first screening elsewhere. The New Zealand cinematographic industry is becoming one of the country's major export enterprises, with several major motion pictures being filmed on New Zealand locations recently, including the highly acclaimed film adaptation of Tolkien's "The Lord of the Rings" directed by the Kiwi Peter Jackson.

Sporting and outdoor activities still play a significant part in the recreation of New Zealanders. Participation in a sport, rather than mere spectating, is considered a worthy pursuit. Team sports and sporting abilities are generally held in high regard, with top-performing players often becoming celebrities. However, New Zealanders can often be scathing when national sports teams and athletes lose.

A number of New Zealand commentators have observed that there is no culture in New Zealand. This has led to protests from those who believe that there is a uniquely definable New Zealand culture. Perhaps one of the more memorable protests was the 1980 song "Culture" by The Knobz after outspoken Prime Minister Sir Robert Muldoon stated that New Zealand pop music was not part of the New Zealand cultural scene.

The country is internationally recognised as achieving extremely well on a medals-to-population ratio at Olympic Games and Commonwealth Games.

Rugby as a sport is closely linked to New Zealand's national identity. The national rugby team is called the All Blacks and has the best winning record of any national team in the world. The style of name has been followed in naming the national team in several other sports. New Zealand's national sporting colours are not the colours of its flag, but are black and white (silver). The silver fern is a national emblem worn by New Zealanders representing their country in sport. The haka—a traditional Maori challenge—is often performed at sporting events. The All Blacks traditionally perform a haka before the start of play.