Kazakhstan has borrowed Borat’s trademark phrase, “very nice”, in a social media tourism campaign.
The move comes after years of criticism directed at the Sacha Baron Cohen character from the central Asian country’s officials.
While authorities had banned the first Borat film in 2006, a series of short promotional films unveiled this week by its tourism board recycled the famous catchphrase.
“Borat Subsequent Moviefilm”, released on Amazon last Friday, follows Borat Sagdiyev, a bigoted Kazakh journalist on a mission to win over President Donald Trump’s America.