A cool collection of Maori fish hooks. Stylized ornamental fish hooks known as hei matau have become increasingly popular in the recent years outside of New Zealand, and are strongly associated with Maori culture, New Zealand in general, and the Maori creation legend of how New Zealand was fished up by the god Maui. In fact, the commonly-accepted Maori name for the north island is Te Ika-a-Māui, which means "the fish of Maui."