Max Key sent his followers into a frenzy early last month, when he posted a cheeky picture of himself and a bikini-clad young woman on Instagram, adding the hashtags "#bootylover", "#bigbootygirls" and "#kimkardashian".
And it seems the encounter wasn't a one-off, with the former prime minister's son recently spotted shopping in Auckland's Newmarket with the mystery lady in tow.
A fellow customer who saw them buying a hairdryer at The Warehouse reports, "I was surprised to see Max as I thought his dad would be worth a bit, but he's clearly keen on a bargain. He and the girl he was with looked comfortable together, but I got the impression it was still early days."
Last Valentine's Day, Max, 23, posted a loved-up picture of himself with then-girlfriend Renee Brown, captioning it, "It may be our first, but it won't be our last." However, he announced he was single in July, saying he was taking "time to work on myself".