Prime Minister John Key today launched a new series of New Zealand Post Kapa Haka stamps at a Maori performing arts festival in Gisborne.

Mr Key attended the first day of the festival, Te Matatini o Te Ra, being held at Wai o Hika Estate to launch the stamps.

Te Matatini Society executive director Darrin Apanui said the stamps were a great promotion for New Zealand.

"We're really proud of these stamps, they're vibrant, colourful, and capture the energy of Kapa Haka."

New Zealand Post marketing commercial director James Te Puni said: "Kapa Haka is unique to New Zealand, and a great way to celebrate our heritage. The series highlights a performance from beginning to end with each discipline showcased on each stamp."