New Zealand’s newest pop-up restaurant aims for the stars—literally

After years of being overlooked by the Michelin Guide, New Zealand has decided to take matters into its own hands by launching ‘the restaurant with the most stars’. Tourism New Zealand, in collaboration with Special PR, recently hosted an exclusive preview of this unique dining experience as part of a broader campaign to shine a spotlight on the country’s night skies and culinary scene.

Set beneath Kura Tawhiti at the foot of the Southern Alps, the pop-up Pou-o-Kai restaurant is a key element of Tourism New Zealand’s strategy to boost year-round tourism, particularly during off-peak seasons. The initiative aims to ensure that tourism continues to thrive as a vital export for the country.

The one-night-only event attracted a range of media, tastemakers, and social-media influencers from Tourism New Zealand’s key markets. Among the guests were Masterchef Australia judge Sofia Levin and Ashley Day from the US publication Food and Wine. The event featured a curated menu by acclaimed New Zealand chef Ben Bayly, showcasing produce sourced from across the country.

“We know potential visitors are excited by our dark skies and our cuisine. Combining these insights, we have worked with Special to point out that New Zealand does not have any Michelin Star restaurants, so we’re taking matters into our own hands and showing off our cuisine to the world,” said Brodie McLeish, general manager for marketing at Tourism New Zealand.

Research conducted by Tourism New Zealand underscores the growing importance of the country’s dark-sky offerings, with 70% of potential off-peak visitors showing interest. Additionally, 85% of travellers from New Zealand’s top markets consider food to be more than just a necessity; it’s the number one topic of interest.

“The event is strategically aligned with our desire to showcase Aotearoa New Zealand as a compelling destination for international visitors all year round. Travel media are hungry for a food angle, so for Tourism New Zealand to get cut-through in an incredibly competitive media landscape, we needed to create something quite spectacular in that category to really get the attention of media, editors, and social media advocates and reach their audiences,” McLeish added.

Kelly Grindle, managing director at Special PR, also commented on the initiative: “We might not have the official Michelin Guide operating due to our remote geographic location, but we’ve got enough stars of our own. We’re thrilled to partner with Tourism New Zealand to showcase our culinary culture on the world stage in this unique and innovative way.”

The coverage generated by this event across press and social media is expected to highlight New Zealand’s culinary offerings and support the country’s hospitality industry alongside its diverse tourism experiences.

Tourism New Zealand collaborated closely with the regional tourism organisation ChristchurchNZ and mana whenua to bring this event to life, ensuring that it resonated with both local and international audiences.

Campaign's take: What an exceptionally well-crafted idea! To take the concept of a Michelin star—a symbol that is often both coveted and criticised for its exclusivity—and cleverly flip it on its head by turning it into a celebration of culture and local excellence is truly fantastic. By embracing the idea that exceptional culinary talent isn’t defined by the number of stars awarded, the campaign creates something cheeky, fun, and unforgettable. It beautifully showcases New Zealand's breathtaking landscapes, stunning night skies, and exceptional local cuisine, wines, and produce in such an elegant and clever manner that it leaves you eager to book a trip immediately. The visuals are captivating, with the idea of dining under a blanket of twinkling stars evoking a sense of magic. The effort is warm, inviting, and cosy, mirroring the genuine hospitality of New Zealanders. It’s a simple concept done really well—a genuinely delightful campaign. It would be great if the concept could last year-round.

CREDITS

Client: Tourism New Zealand

Agency: Special PR
Event activation: The Supreme Group
Chef: Ben Bayly
Photographers: Brett Phibbs & Zico O’Neill
Film production: The Beards