The Kiwi is the most-recognized icon of New Zealand around the world. But the real national icon is be the Koru.
The Koru is a stylized representation of an unfurled fern frond. It's usually said to represent rebirth or new beginnings.
Kiwis are everywhere in tourist shops, blaring out "New Zealand" on just about anything anyone would want to buy. The Koru swirl is found in more subtle surroundings, incorporated into logos and decorations, or just used for its aesthetic appeal.
It's also found in tourist shops, as one of the favorite themes for bone or greenstone carvings and jewelry. So it's for the tourists - it's still a more appealing image than the Kiwi.


Fern picture from Virtualoceania.net; Greenstone necklace from Kiwitreasure.com