The return of Borat, the fictional Kazakh journalist portrayed by Sacha Baron Cohen, has once again thrust the question, “Where Is Borat From?” into the global conversation. Nearly fifteen years after his initial outrageous foray into American culture, Borat Sagdiyev is back with “Borat Subsequent Moviefilm,” reigniting both laughter and controversy. While the first film in 2006 became a massive worldwide hit, earning over $260 million and critical acclaim for Cohen’s comedic genius, the character’s portrayal of Kazakhstan continues to be a complex issue, sparking varied reactions from Kazakh citizens and officials alike.
The caricature of Borat – a bumbling, often offensive journalist from Kazakhstan – has been a point of contention since his debut. For some in Kazakhstan, Borat’s antics are not just humorous; they are perceived as perpetuating harmful stereotypes and fueling racism. Aliya Seitmetova, a teacher from Kazakhstan, recounts experiencing firsthand prejudice in France after the release of the first film, highlighting the real-world impact of Borat’s fictional representation. Initial reactions from the Kazakh government were strong, with a ban imposed on the first movie, demonstrating the sensitivity surrounding the character.
An image depicting Sacha Baron Cohen as Borat, highlighting the comedic and controversial nature of the character.
However, the release of “Borat Subsequent Moviefilm” has been met with a surprisingly different approach from Kazakhstan’s tourism authorities. Embracing the notoriety, they’ve launched a tourism campaign using Borat’s iconic catchphrase, “very nice.” Promotional videos showcase the stunning landscapes, delicious cuisine, and vibrant cities of Kazakhstan, aiming to reframe the narrative and invite tourists to experience the country beyond the comedic lens of Borat. This campaign represents a significant shift, attempting to leverage the global recognition of Borat to attract visitors and showcase the genuine beauty and culture of Kazakhstan.
Kairat Sadvakassov, deputy chairman of Kazakh Tourism, emphasizes this positive spin, stating, “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.” This strategic move acknowledges the Borat phenomenon while actively working to counter negative stereotypes and promote a more accurate and inviting image of the nation. The idea to use “very nice” ironically originated from Dennis Keen, an American who has lived and worked in Kazakhstan for years, indicating a collaborative effort to turn a potentially damaging stereotype into a tourism opportunity.
A scenic view of Kazakhstan’s natural beauty, promoting the country as a desirable tourist destination.
This new generation in Kazakhstan, as Yermek Utemissov explained to The New York Times, is more globally connected and understands satire and memes. They recognize the potential to engage with the Borat phenomenon on their own terms, utilizing social media and modern marketing strategies. Kazakhstan’s tourism sector, while currently contributing a modest 1.8 percent to the GDP, according to the World Economic Forum, has significant potential for growth. By embracing a playful approach to Borat, officials hope to capitalize on increased global awareness of Kazakhstan.
Economist Maksat Qalyq suggests that instead of reacting negatively, Kazakhstan should use the film to its advantage to improve tourism. He views the movie as “an act of foolishness” and not worth excessive attention, advocating for a pragmatic approach that focuses on the positive opportunities arising from the increased international recognition, however unconventional the source.
Despite the government’s tourism campaign, not all Kazakh residents are amused. Protests have taken place in front of the U.S. consulate in Almaty, with activists holding signs denouncing racism and the insulting portrayal of Kazakhs. Petitions demanding a ban on the film have circulated both within Kazakhstan and internationally, demonstrating that while some embrace a lighthearted approach, others remain deeply offended by Borat’s representation.
An image depicting a protest in Kazakhstan against the Borat films, highlighting the negative sentiment towards the character’s portrayal.
Diaz Azimzhanov, a Kazakh film director, believes the satire is outdated, arguing that global awareness of Kazakhstan has significantly increased in the years since the first film. He sees the movie as narrow-minded and disconnected from the contemporary reality of Kazakhstan, suggesting that while some offense is understandable, overreacting is unnecessary.
In the United States, the Kazakh American Association has strongly condemned Sacha Baron Cohen and Amazon Prime, accusing them of perpetuating racist stereotypes and inciting violence against Kazakhs. Gaukhar (Gia) Noortas, founder of the Hollywood Film Academy, argues that the comedic portrayal is a form of racial abuse and cultural appropriation, questioning why such content is deemed acceptable in today’s socially conscious climate. She points out the double standard, suggesting that similar depictions targeting other minority groups would be considered politically incorrect.
Sacha Baron Cohen defends his creation, stating that Borat is a satirical tool to critique figures like Donald Trump and expose societal issues like misogyny and racism. He argues that Borat is an exaggerated reflection of certain negative aspects of society, designed to provoke thought and discussion, even if through uncomfortable humor.
So, where is Borat really from? Borat Sagdiyev is a fictional character created by British comedian Sacha Baron Cohen. While Borat is presented as being from Kazakhstan, the character is a caricature and does not accurately represent the real country, its people, or its culture. Kazakhstan is a real country in Central Asia, and it is vastly different from the exaggerated and often offensive depiction in the Borat films. The ongoing debate surrounding Borat highlights the complexities of satire, cultural representation, and the global impact of media portrayals. Whether seen as offensive or humorous, Borat has undeniably placed Kazakhstan on the world stage, prompting both challenges and unexpected opportunities for the nation.
