World famous in New Zealand

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The phrase "World famous in New Zealand" is a commonly-used phrase within New Zealand. It is used to describe items that though famous within New Zealand are unknown in the rest of the world, whereas similar items and people in larger countries would have a far higher media profile and would therefore be famous worldwide.

The term is simultaneously both parochially proud and self-deprecating. It indicates a pride that a small country should be able to produce individuals which, in the opinion of the speaker, would be of a necessary standard to become world famous, yet at the same time it recognises that these individuals come from a country which does not have a high international recognition factor, and therefore these individuals are destined to remain "big fish in a small pond".

The phrase originates in the 1990s, and caught on after being used during the latter half of this decade as an advertising slogan for Lemon & Paeroa, a carbonated drink that is very popular within New Zealand but which is virtually unknown outside the country.

The phrase has also been used as the title of a 1999 album, World Famous In New Zealand, a compilation album by New Zealand rock musicians released by Epic Records, and a 2001 book, World Famous in New Zealand: How New Zealand's Leading Firms Became World-Class Competitors, by Colin Campbell-Hunt, James Brocklesby, Sylvie Chetty, Lawrie Corbett, Sally Davenport, Deborah Jones, and Pat Walsh (Auckland, Auckland University Press).