"Kazakhstan's nature is very nice; its food is very nice; and its people, despite Borat's jokes to the contrary, are some of the nicest in the world".
When the trailer for the "Borat" sequel, which was shot in secret, was released in late September, Keen and a friend, Yermek Utemissov, pitched tourism ads featuring the slogan "Kazakhstan".
"It's actually the flawless description of the country in the most honest way". Small groups also protested in front of the USA consulate in the Kazakh city of Almaty on the day of the film's premiere. The four short advertisements showcase the country's landscapes, architecture, food and culture, each ending with a visitor remarking on the "very nice" experiences.
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.
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Cohen and Amazon said that Evans was clued into the film's running gag style - which tricks unknowing people into doing things on camera - right after the scene was filmed, and that she signed a waiver form that authorized the use of her scene.
In the sequel, "Borat Subsequent Moviefilm: Delivery of Prodigious Bribe to American Regime for Make Benefit Once Glorious Nation of Kazakhstan", the character returns to the USA on a mission to deliver a gift to Vice President Mike Pence in order to curry favor with the Trump administration and avoid a death sentence in Kazakhstan.
Amazon Prime has said the new Borat sequel drew "tens of millions" of viewers on the streaming service globally over its opening weekend.
"The real Kazakhstan is a attractive country with a modern, proud society - the opposite of Borat's version", he said. "I chose Kazakhstan because it was a place that nearly nobody in the United States knew anything about, which allowed us to create a wild, comedic, fake world".
But Kairat Sadvakassov, Deputy Chairman of Kazakh Tourism, said he hoped the campaign would help people see that Borat's jokes about the country were off target when the situation improved. But others said the lawsuits and anger should be directed instead at Kazakhstan's leaders, calling on them to improve conditions in the oil-rich country.