Newmarket is an Auckland suburb to the south-east of the central business district. With its high building density, especially of retail shops, it is considered New Zealand's premier retailing area, and a rival of local competitor Auckland CBD.

Auckland is a large metropolitan city in the North Island of New Zealand. It has an urban population of about 1,478,800. It is located in the greater Auckland Region, the area governed by Auckland Council, which includes outlying rural areas and the islands of the Hauraki Gulf, and which has a total population of 1,739,300 as of June 2023. It is the most populous city of New Zealand and the fifth largest city in Oceania. While Europeans continue to make up the plurality of Auckland's population, the city became multicultural and cosmopolitan in the late-20th century, with Asians accounting for 31% of the city's population in 2018. Auckland has the fourth largest foreign-born population in the world, with 39% of its residents born overseas. With its large population of Pasifika New Zealanders, the city is also home to the biggest ethnic Polynesian population in the world. The Māori-language name for Auckland is Tāmaki Makaurau, meaning "Tāmaki desired by many", in reference to the desirability of its natural resources and geography. Tāmaki means "omen".