Looks Like Kazakhstan Has Finally Embraced Borat

Lawrence Kim
October 28, 2020

Keen notes that "very nice" works as a tourism slogan to describe both Kazakh food and scenery, as well as the "classic "Kazakh nice" [that] is local kindness and hospitality".

Speaking to the New York Times, he said: "We wanted it to be a reminder to women of who they're voting for - or who they're not voting for. As a wise man onсe said, 'Very nice!'" Kazakh Tourism said at the unveiling of the campaign.

Kazakhstan, home of the fictional journalist Borat, has appropriated the eponymous character's catchphrase, 'very nice!' for a new tourism ad campaign, marking a new phase in the nation's rocky relationship with the films.

Amazon has also said that within the first few hours of its Borat watch party last Thursday night, more than one million fans tuned in for a live Q&A with Sacha Baron Cohen's titular character, and to participate in a worldwide dance party.

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

In the new tourism campaign, tourists visit a multitude of sites in Kazakhstan while saying Borat's catchphrase "very nice" in four 12-second clips. "Great way to take the publicity created by a comedian and turn it to a positive message".

"Why is our small nation fair game for public ridicule?" the Kazakh American Association asked in the letter.

Others on social media branded the film as a "stupid American comedy".

On the latest episode of A Late Show With Stephen Colbert, Sacha Baron Cohen shared an exclusive outtake from what really went down when he performed at a right-wing rally in his new movie where he performed a song called the "WuHan Flu" as Borat, who's disguised as Country Steve.

National tourism agency Kazakhstan Travel released a video online on Monday showing a compilation of the new ads and revealing that the phrase is now the "official new slogan" of the country's tourism industry.

The lean-in attitude marks a reversal from the confrontational stance the Central Asian country adopted upon the release of the first Borat movie in 2006. Residents said they were told the film was going to be a documentary, but instead were portrayed as backward people and criminals.

"One of them went, 'Oh my God, it's Sacha Baron Cohen!' Word got out that it was me, and then the organizers and a lot of people in the crowd got very angry". "And its people, despite Borat's jokes to the contrary, are some of the nicest in the world", he said in a statement.

Other reports by Click Lancashire

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