Research addressing obesity rates within the Tongan community through culturally tailored messaging is being carried out by postgraduate student Theresa ‘Apikotoa.

The Pasifika Medical Association (PMA) Knowledge Hub Scholarship recipient is undertaking a Master of Commerce in Marketing at Waipapa Taumata Rau, University of Auckland.

Her research focuses on how culturally tailored marketing interventions can encourage healthier dietary choices among Tongans in New Zealand, challenging the dominance of fast-food brands.

“As a Tongan researcher, I want to show that many mainstream health campaigns don’t fit our realities,” ‘Apikotoa explains.
“We need solutions that respect our values and the way we live.”

‘Apikotoa aims to address obesity rates among Tongans, particularly women, by exploring marketing strategies that align with cultural identity.

“I hope my findings will highlight the pressures of acculturation and question whether mainstream health solutions truly fit us,” she says.
“We deserve approaches that are effective and culturally respectful.”

The scholarship has not only given her the means to undertake research but also provided reassurance about being on the right path.

“Receiving this scholarship means so much—it’s not just financial support, it’s validation that my research matters,” she says.

Theresa ‘Apikotoa’s research explores encouraging healthier dietary choices through the use of culturally tailored marketing interventions. Image supplied

Foundation Built on Sacrifice

Raised in Mount Roskill and the only girl of four children, ‘Apikotoa grew up in a home where education was seen as the pathway to opportunity.

“I grew up in a traditional Tongan household where life revolved around church, school, and family. Academic success was always encouraged and seen as a natural pathway.”

The family has strong connections to the University—it’s where her mother gained a Postgraduate Diploma in Business Management, her eldest brother earned a degree in Sociology, and her second eldest brother completed a degree in Psychology.

“With that strong foundation, it felt natural for me to follow in their footsteps and continue my academic journey at the University of Auckland.”

Her parents, Niveni and Malia ‘Apikotoa, hail from the villages of Vaini and Fasi moe Afi ‘a Tungi in Tonga.

“They worked tirelessly to provide what they never had.
My dad couldn’t pursue higher education because of financial responsibilities, but he promised to give his children the opportunities he missed.
Their sacrifices are my ‘why.’ Everything I do is to honour them.”

Her curiosity and sharp memory made academia a natural fit, with a love for learning emerging early.

“Since I was little, I’d ask, ‘What’s the reason for everything?’ Even when I got an answer, I’d ask, ‘But what’s the reason behind that?’”

Driven by Family and Purpose

Her journey has been marked by proud milestones—serving on the executive teams for Commerce o Pasifika and the Tongan Students Association of the University of Auckland (TAUA), and completing her first research project during her honours year.

“One of the most special highlights was graduating in the same week as my older brother earlier this year. That moment meant everything to my parents,” she recalls.

Her family remains her anchor.

“My parents make sure I never have to worry about anything at home, so I can focus fully on my studies.”

Her brothers are equally vital.

“They’re my backbone. They motivate me and step in whenever I need a boost.”

She has also been fortunate to study alongside members of her extended family.

“It’s been bittersweet watching my cousins graduate. I’m always so proud and happy for them—but it’s hard knowing I’m still on this academic path while they move forward into the next chapter of their lives.”

Looking Ahead

‘Apikotoa expressed gratitude for her supervisor, Dr ‘Ilaisaane Fifita, whose guidance continues to inspire her.

“She has been a guiding light, someone I deeply admire and can always count on.”

That mentorship has encouraged her to keep going beyond her master’s degree.

“I want to continue with my studies, to keep moving up. With the right guidance, support, and God’s grace, I know I can turn my dreams into reality.”