In 1999 a project to brand Ōtorohanga the 'kiwiana' town of New Zealand was started. This was part of a nationwide trend in which small towns tried to create a name for themselves in the wake of challenging economic conditions and population stagnation and decline. Kiwiana describes distinctively New Zealand objects from times past. These are a sample of the kiwiana icons which are found on the town's main thoroughfares.