Looks Like Kazakhstan Has Finally Embraced Borat

Actor Sacha Baron Cohen who played the character Borat arrives for the US premiere of Borat Cultural Learnings of America for Make Benefit the Glorious Nation of Kazakhstan at the Grauman's Chinese Theatre in Hollywood 23 October 2006

Very Nice!: Borat’s Catchphrase Becomes Kazakhstan's Newest Tourism Slogan REUTERS Phil McCarten

Well, it seems that's water under the bridge because, on Sunday, the Kazakhstan tourism board released a new marketing campaign by embracing Borat's catchphrase "very nice!" as its official tourism slogan.

Fictional news presenter Borat's catchphrase "very nice!" is being used to highlight the nation's awesome tourism drawcards.

Actor Sacha Baron Cohen himself told the Times that his portrayal of Kazakhstan in the movies has "nothing to do with the real country" and that he created a "wild, comedic, fake world".

However, the country's tourism board has now embraced Borat as a ideal marketing tool, particularly as a second Borat film has just been released and has received a lot of attention - even by US President Donald Trump.

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The new tourism campaign, which was rolled out on Sunday, depicts Kazakhstan's natural landscape of mountains and lakes, futuristic-looking architecture, local traditions, and regional cuisine, with people in the ads noting that all of the sites are "very nice".

A new digital ad called "Very Nice" is a twist on Sacha Baron Cohen's intolerant and ignorant character Borat, who hails from Kazakhstan (Baron Cohen, in actuality, is from the U.K.). Its food is very nice.

"The slogan offers the flawless description of Kazakhstan's vast tourism potential in a short, memorable way", Kairat Sadvakassov, deputy chairman of Kazakh Tourism, said in a statement.

The tourism board were persuaded to use the catchphrase by American Dennis Keen and his friend Yermek Utemissov.

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The response from social media users has been positive with many saying the advertisements capitalise on the film and send a positive message.

The second film itself has had a mixed reception.

The letter continues: "In this film, a white person adorns a Kazakh persona and then culturally appropriates and belittles everything we stand for". After all, prior to the release of Borat Subsequent Moviefilm, 100,000 people signed an online petition to cancel the film.

In 2006, the Kazakh government banned "Borat" and took out full-page ads in various newspapers to refute numerous "facts" about Kazakhstan from the film, which depicts the former Soviet republic as a place where women are kept in cages, prostitution is a primary industry, and anti-Semitism and homophobia are rampant.

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"This is a comedy, and the Kazakhstan in the film has nothing to do with the real country", Cohen told the newspaper.

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