When the Aumaga Dance Group takes the stage, many might assume it’s simply a group of young men coming together to dance. But the truth, as shared by the group's founder, Seumanutafa Feagaimaali'i Matthew Te'o, is much deeper. 

"Aumaga is more than just a dance group," he said. "It’s a sanctuary—a place where young Samoan men from all walks of life can come together, express themselves, escape mental struggles, and nurture their passion for Samoan dance."

As the driving force behind Aumaga, Seumanutafa has seen the group evolve significantly since its inception in October 2019. 

Born out of his own experiences battling mental health challenges while living abroad, Aumaga has grown from a small circle of friends into a movement that stretches across two countries—Samoa and New Zealand. Last month, after yet another successful showcase, Seumanutafa reflected on how far they have come and expressed a strong sense of optimism for the future.

“I opened my first Aumaga Dance Group location in New Zealand and began my first gig during the COVID-19 pandemic,” Seumanutafa recalls. 

“At the time, my mental health struggles were the main reason behind starting Aumaga. Living in Dunedin, a predominantly white community with few Pacific Islanders, I often felt isolated and longed for my friends and family. That’s when the idea of Aumaga was born.”

The group's purpose, he explains, is not merely to teach or perform traditional dances, but to create a space for young men to confront their emotional pain and share their personal stories. 

"The purpose of Aumaga is to let the boys come together, share their stories, and express things they might not be able to tell anyone else," Seumanutafa continues. “It’s an opportunity for the lads to talk, to feel heard, and to understand that they are not alone.”

Aumaga's success, however, isn't measured by money or fame. As Seumanutafa emphasised, "Aumaga is never about money, but when we do have some, we use it for pocket money or to help out university students in the group."

What began with just Seumanutafa, his brother, and a few close friends in New Zealand has since expanded to include 17 young men. While the group has faced criticism—particularly from some in the Pacific community who did not initially support them—it has persevered, and the support continues to grow. 

"In New Zealand, it began with just a handful of us," Seumanutafa explains. "Now, we have groups in Samoa and New Zealand. Our numbers continue to grow, and the impact is undeniable."

Aumaga’s growth has been more than just in numbers. Through the art of Siva Samoa, the group helps its members unlock deep emotional expression, turning traditional dances like Fa'ataupati, Sasa, and Ma'ulu'ulu into vehicles for healing. Seumanutafa explains how each dance form reflects a different emotion.

"Fa'ataupati, for example, is a war dance that expresses anger. Even if you can't perform it, you can use it to channel that emotion—your anger toward someone," he says. "Ma'ulu'ulu, on the other hand, is a graceful, gentle dance. I encourage the boys to think about their mothers when they perform it, to help them be tender and compassionate. It’s amazing how much emotion they can release through these dances.”

The results have been heartening. Seumanutafa recalls a moment of pure joy during their last showcase when he saw the boys, overcome with emotion, using dance as an outlet for their feelings. “It was such a powerful moment. I started crying because I saw my boys crying with happiness. They were using Siva to express how they felt, and it made me so proud to see them heal in that way.”

The sense of pride Seumanutafa feels extends beyond the performances. "The greatest reward for me has been opening this space for the boys," he says. "It’s been the highlight of my career. I want them to feel safe, comfortable, and empowered to express themselves. And it’s not just me seeing the change. Some of the boys’ parents have contacted me, saying their kids have changed since joining the group. That’s a testament to the power of this space we’ve created together."

Despite the overwhelming success, the journey hasn't been without challenges. When Aumaga first started, Seumanutafa faced a lack of sponsors and resistance from certain members of the community who didn't understand the group's purpose. But the team persevered, learning to overcome obstacles without losing sight of their mission.

Looking to the future, Seumanutafa is excited about the possibilities ahead. "We are hopeful that more opportunities will come our way. We’re growing, and there’s so much more we can do. But I’ve always been clear that Aumaga is for boys. Including girls would be difficult and might undermine the unique space we’ve created."

The journey of Aumaga is far from over, and as Seumanutafa and his boys continue to dance, share, and heal, they are leaving an indelible mark on the lives of young Samoans and their communities.