Kazakhstan admits Borat catchphrase in new tourism expedition: ‘Very nice!’

(CNN) – It was banned in Kazakhstan in 2006 when comedian Sacha Baron Cohen presented his satirical satire on fictional Kazakh reporter Borat Sagdiev.

Kazakh viewers and officials condemned the film’s portrayal of their country, saying it was full of insulting rhetoric and behavior by the Tytler character.

Nonetheless, “Borat: Kazakhstan’s Make Benefit Glorious Nation for America” ​​became a smash hit for “Cultural Learning” and Cohen received numerous awards.

Last week, a sequel came out – but this time, Kazakhstan is reacting differently.

The country’s tourism board launched a new campaign this week, adopting Borat’s viral catchphrase, “Great!” As their official new motto.

The campaign includes four promotional videos showing tourists exploring Kazakhstan’s local food, beautiful landscapes, bustling markets and cities. At the end of each short video, tourists say some of the differences: “Wow, great!”

After the Borat sequel hearing, the Tourism Board quickly put the videos together, and a news release said it was time for their campaign to be consistent with the film’s release. The campaign aims to “celebrate Kazakhstan and show fans around the world the ‘Borat sequel moviefilm’ why they should visit this incredible country.”

“The motto soon, in a memorable way, gives a full description of Kazakhstan’s vast tourism potential. Kazakhstan’s nature is very nice; its food is very nice; and its people, despite the jokes against Borat, are some of the best in the world” Sadvakasov said in the release.

“We want everyone to experience Kazakhstan for themselves by visiting our country in 2021 and beyond, so that they can see that Borat’s homeland is better than they have ever heard.”

Context: In the first Borat film, the character greets viewers by introducing them to his hometown as “town rapist” and “her sister is the No. 4 prostitute in all of Kazakhstan.”

The film was released at a sensitive time; It comes just 15 years after the country declared independence from the Soviet Union in 1991. Kazakhstan is still searching for its identity and how “Borat” will communicate in the wider world while pushing the country into popular culture – and not flattery light.

Dennis Keane, an American living in Kazakhstan, came up with the idea to use Borat’s catchphrase in the campaign, Sadvaksov said.

“Borat-based satire like mine was experienced when I was in the United States,” Sadvaksov notes. “So we were absolutely positive that turning the popular Baron Cohen character’s popular line into a slogan would immediately gain recognition and blow smiles.”

Sadvaksov added that he also launched the campaign in the hope that it would attract visitors after the Kovid-19 epidemic, Sadvaksov added.

Despite initial denials from officials – tourism in Kazakhstan “took off” after the first Borat film came out, according to the news release.

In the sequel, “Borat Subsequent Moviefilm: Delivery of Product Bribes to the American Regime for the Glorious Nation’s Mac Benefit of Kazakhstan,” the U.S. Turned to, so that it could be favored. Avoid the Trump administration and the death penalty in Kazakhstan.

It premiered on October 23 on Amazon Prime.

CNN’s Brandon Tensley contributed to this report.