Heliaki
Culture for Impact is an annual recognition by the Museum for the United Nations - UN Live to celebrate cultural initiatives that unleash the power of popular culture to address major societal challenges and inspire positive change.
Presenting Heliaki – a revolutionary, digitally-native brand that uses popular culture to drive social change and empower Pasifika communities, with economic inequality, Indigenous storytelling, and the need for global recognition at its core. Through fashion, Heliaki amplifies Pasifika voices, provides jobs, and continues to build a movement of action and change - turning culture into a catalyst for policy reform and economic empowerment.
Join this conversation between Celina Tupou-Fulivai, Founder and Creative Director of Heliaki, and Annesofie Norn, UN Live’s Head of Communications and Lead Curator, as they discuss how Heliaki is shifting narratives and creating change through fashion and digital storytelling.
Annesofie Norn: What does it mean to you and Heliaki to get highlighted on the 2024 Culture for Impact List?
Celina Tupou-Fulivai: Heliaki was born from a belief that our stories and struggles matter. As a Pasifika-owned business, we are guided by the strength of our ancestors and driven by a future we want to help shape. Recognition tells us our vision resonates. What we build and fight for can create meaningful global change.
This honor is a message to every Pasifika dreamer who has felt unseen or unheard. It says your roots are your power. Even when the world overlooks you, your voice and vision can still break through.
When we started Heliaki, we wanted to shift the narrative and show that Pasifika culture is a living, creative force. This recognition tells us we’re making progress.
I think about the next generation, a young Pasifika kid sitting somewhere, wondering if their story matters. This moment tells them: You are worthy. Your dreams are valid. What you create can change the world.
We are grateful to the Museum for the United Nations for amplifying the power of culture.
Annesofie Norn: What do you believe is the power of popular culture to change hearts and minds?
Celina Tupou-Fulivai: Pop culture is the story we tell ourselves about who we are and who we want to be. It makes the unfamiliar familiar, turns individuals into movements, and invites us to care about things we didn’t notice before. It’s not passive; it drives action.
Annesofie Norn: What drew you towards using fashion as a platform to spark positive change?
Celina Tupou-Fulivai: A T-shirt is more than clothing. It’s a symbol that anyone can wear, a canvas for ideas that resonate far beyond the fabric. Everyone has one, which makes it the perfect tool for connection. It starts as something simple and approachable, but it carries weight. Through design, it becomes a statement, sparking conversations about cultural resistance and justice. It’s not just what you wear, it’s what you stand for.
Annesofie Norn: Could you tell us more about the impact of your initiative?
Celina Tupou-Fulivai: Heliaki shows Pacific Islanders that their stories have weight, that entrepreneurship is within reach, and that cultural pride can drive global change. When Tonga and Hawaii needed help, it became a lifeline, raising funds and connecting communities. We were able to raise over $27,000 to support relief efforts. That showed me how much impact we can have when we come together as a community. It has amplified voices, turned conversations into movements, and built bridges across cultures.
This is more than a brand. It’s a signal to my people and to the world. Creativity, action, and connection can reshape what’s possible.
Annesofie Norn: Can you share a couple of examples of when you experienced that your initiative made a real impact on someone?
Celina Tupou-Fulivai: One of the most meaningful moments in this work was when I got to advocate on Capitol Hill for Pacific Islander small businesses. Sitting across from policymakers, I shared stories about the challenges our community faces with funding, visibility, and systemic barriers. On the other side of the world, Heliaki has opened the door for collaborative work with NGOs like the Oceania-based Pacific Feminist Fund.
Annesofie Norn: What are you hoping that others can learn from your initiative, and what is your dream for the initiative?
Celina Tupou-Fulivai: Heliaki teaches that storytelling is one of the most powerful tools for connection and change. Culture is not something static or fragile. It is alive, something we can live, share, and use to create progress. I want others to see that entrepreneurship can honour where you come from while building a future that matters.
My dream for Heliaki is for it to keep connecting Pacific Islanders across the world, to their roots and to people who care about the challenges we face. I hope it inspires creators and entrepreneurs to use their stories to create action. Culture, when shared with intention, has the power to move us forward.
Annesofie Norn: Core to UN Live is building empathy and global belonging, how do you see your initiative building on that?
Celina Tupou-Fulivai: By connecting people and bringing Pacific Islanders in the diaspora closer to their roots and inviting allies to join the conversation. Through stories and design, it helps people see our struggles and celebrate our resilience. This connection creates belonging. It shows that culture is not just about the past; it is about who we are today and the future we are building together.
Annesofie Norn: At its simplest, what is your message for the world?
Celina Tupou-Fulivai: We, the Indigenous peoples of Melanesia, Micronesia, and Polynesia, exist.
We are Pacific Islanders. Our issues, voices, and talents deserve to be seen and heard.
Thank you Heliaki for sharing your story and energy with us! We can’t wait to watch you grow! Check out their website here.
The selection criteria for the Culture for Impact list
The selection criteria prioritize innovative cultural initiatives addressing societal challenges and fostering change:
Culture Innovation: Initiatives that demonstrate a pioneering or significant application of popular culture to address societal challenges or promote positive change.
Genre Diversity: Inclusivity across a spectrum of cultural genres, showcasing a diverse range of creative expressions and innovative approaches.
Topic Versatility: Recognition of initiatives that address a wide array of topics and issues, demonstrating the versatility and adaptability of cultural genres.
Global Inclusivity: Emphasis on initiatives that contribute to cultural impact on a global scale, promoting inclusivity and representation from various regions around the world.
Dual Impact Approach: Acknowledgment of initiatives that have achieved significant reach while also recognizing the nuanced impact of smaller-scale efforts that contribute profoundly to cultural change.