MetaLife, a playground for model makers
Words: Portia Mao, Vanya Piacun
Photography:
Step inside MetaLife, a specialised gift and hobby store, and it feels like you've stumbled into a world within a world. Shelves tower with puzzles and toys, while intricate wooden models-replicating everything from grand houses to working clocks and steam trains-invite closer inspection. Completed displays are scattered throughout, showing just how exacting and satisfying the process can be. Towards the back, bursts of colour draw the eye: Japanese anime robots, frozen mid-battle in their armour, hinting at the Gundam craze now sweeping New Zealand. It's a place where curiosity takes over, and an hour can disappear without you even noticing all under the careful curation of owner Wesley Kuang.
Eighteen years ago, Wesley Kuang left the bustle of Shenzhen - China's third-largest city and gateway to Hong Kong - for a new life in New Zealand. Arriving as an international student, he studied computer science at the University of Waikato, not knowing that one day he'd trade coding for clock gears and anime robots. Today, he runs MetaLife in Uptown, a bright little gift and hobby store that feels like stepping into a wonderland.
After eight years in IT, Wesley decided to follow his true passion. His wife, Summer Liu, had been working in the health supplements industry, and she supported his move. Model building had been with him since childhood, and he could see the hobby gaining traction in New Zealand. Combining that love with his and Summer's business know-how, they took a leap of faith and opened MetaLife.
The shelves tell the story of two obsessions. First, the Japanese Gundam kits-anime robots in colourful armour, endlessly customisable and part of one of Japan's longest- running sci-fi franchises. Globally, Gundam is a juggernaut, pulling in hundreds of millions of dollars each year. Then there are the wooden model kits from China: intricate houses, detailed cars, delicate floral displays, and even mechanical clocks that tick away once built.
When Wesley first started, hobbyists were mostly piecing together planes, tanks and battleships. But Japanese manufacturers widened the culture, turning anime characters into buildable icons-and young fans quickly followed.
MetaLife itself is a tucked-away treasure, hidden on Exmouth Street between Newton and New North Roads. With little foot traffic, it has become a true 'destination' store. Most customers discover it online before making the pilgrimage in person or they order through the website Wesley designed himself, drawing on his computer science training.
His customer base is as diverse as his stock. "Asians are relatively more drawn to this type of model kit," Wesley explains. "In terms of proportion, Asian consumers make up a larger share." Within that, he's noticed different approaches: "Asian customers tend to prefer higher-difficulty builds, while European Kiwis often enjoy adding their own creativity, like repainting or even modifying the structure." To support them all, the store is fully stocked with tools, paints, decals and accessories.
Model building may still be a niche pastime in New Zealand, competing with ready-made collectables like Pop Mart or Jellycat, but Wesley is determined to grow the scene. His shop now carries around 3,000 products, employs two part-time staff, and hums with activity in the lead-up to Christmas. "During Christmas, items popular with women and children tend to sell better," he notes. "Overall, more men are into model building, while women often prefer delicate kits such as miniature houses and floral series."
Challenges remain. Competition from over- seas sellers is fierce, especially when they can undercut prices by avoiding local taxes. But Wesley is quick to point out what they can't offer: warranties, replacement parts, and the kind of in-person advice that turns frustration into satisfaction. "Model makers can come into the store, take a look at the finished displays, and imagine what they could build themselves," he says proudly.
Running a retail business these days is no easy feat, yet Wesley has carved out something special- a space where patience, imagination and craftsman- ship still matter. With passion, perseverance, and a growing community of model-builders behind him, he's confident MetaLife will continue to thrive. Lose yourself in models, puzzles and toys at MetaLife.
Eighteen years ago, Wesley Kuang left the bustle of Shenzhen - China's third-largest city and gateway to Hong Kong - for a new life in New Zealand. Arriving as an international student, he studied computer science at the University of Waikato, not knowing that one day he'd trade coding for clock gears and anime robots. Today, he runs MetaLife in Uptown, a bright little gift and hobby store that feels like stepping into a wonderland.
After eight years in IT, Wesley decided to follow his true passion. His wife, Summer Liu, had been working in the health supplements industry, and she supported his move. Model building had been with him since childhood, and he could see the hobby gaining traction in New Zealand. Combining that love with his and Summer's business know-how, they took a leap of faith and opened MetaLife.
The shelves tell the story of two obsessions. First, the Japanese Gundam kits-anime robots in colourful armour, endlessly customisable and part of one of Japan's longest- running sci-fi franchises. Globally, Gundam is a juggernaut, pulling in hundreds of millions of dollars each year. Then there are the wooden model kits from China: intricate houses, detailed cars, delicate floral displays, and even mechanical clocks that tick away once built.
When Wesley first started, hobbyists were mostly piecing together planes, tanks and battleships. But Japanese manufacturers widened the culture, turning anime characters into buildable icons-and young fans quickly followed.
MetaLife itself is a tucked-away treasure, hidden on Exmouth Street between Newton and New North Roads. With little foot traffic, it has become a true 'destination' store. Most customers discover it online before making the pilgrimage in person or they order through the website Wesley designed himself, drawing on his computer science training.
His customer base is as diverse as his stock. "Asians are relatively more drawn to this type of model kit," Wesley explains. "In terms of proportion, Asian consumers make up a larger share." Within that, he's noticed different approaches: "Asian customers tend to prefer higher-difficulty builds, while European Kiwis often enjoy adding their own creativity, like repainting or even modifying the structure." To support them all, the store is fully stocked with tools, paints, decals and accessories.
Model building may still be a niche pastime in New Zealand, competing with ready-made collectables like Pop Mart or Jellycat, but Wesley is determined to grow the scene. His shop now carries around 3,000 products, employs two part-time staff, and hums with activity in the lead-up to Christmas. "During Christmas, items popular with women and children tend to sell better," he notes. "Overall, more men are into model building, while women often prefer delicate kits such as miniature houses and floral series."
Challenges remain. Competition from over- seas sellers is fierce, especially when they can undercut prices by avoiding local taxes. But Wesley is quick to point out what they can't offer: warranties, replacement parts, and the kind of in-person advice that turns frustration into satisfaction. "Model makers can come into the store, take a look at the finished displays, and imagine what they could build themselves," he says proudly.
Running a retail business these days is no easy feat, yet Wesley has carved out something special- a space where patience, imagination and craftsman- ship still matter. With passion, perseverance, and a growing community of model-builders behind him, he's confident MetaLife will continue to thrive. Lose yourself in models, puzzles and toys at MetaLife.