After adopting “very nice” in tourism ads, an official of this country said, its people, “jokes to the contrary, are some of the nicest”
On the September 19, 2025 episode of Jeopardy!, the Final Jeopardy category was Slogans. The clue given was: “After adopting ‘very nice’ in tourism ads, an official of this country said, its people, ‘jokes to the contrary, are some of the nicest.’”
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What is Kazakhstan?
This clue references a well-known tourism campaign launched by Kazakhstan, which adopted the catchphrase “Very nice!”—a line made famous by the fictional Kazakh journalist Borat Sagdiyev, played by comedian Sacha Baron Cohen. Although the character was originally seen as a source of controversy for its satirical portrayal of Kazakhstan, the nation eventually chose to embrace the widespread recognition it brought.
Kazakhstan’s Embrace of the “Borat” Catchphrase
The phrase “Very nice!” first gained global traction through the 2006 film Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan. While the film was a box office success and praised for its satire, it initially drew criticism from Kazakh officials, who objected to the negative and inaccurate portrayal of the country.
Over time, however, Kazakhstan shifted its stance. In 2020, the country’s tourism board launched a series of promotional videos using the phrase “Very nice!” to highlight its natural beauty and cultural attractions. Officials noted that despite the original satire, the catchphrase had created global awareness of Kazakhstan and presented an opportunity to showcase the country on its own terms.
Clarifying Misconceptions Through Humor and Strategy
By adopting the slogan, Kazakhstan’s tourism authorities aimed to subvert the Borat stereotype with a light-hearted, confident approach. A spokesperson from the Kazakhstan Tourism Board remarked that the campaign helped the country position itself as a modern and friendly destination, adding that the people of Kazakhstan, “jokes to the contrary, are some of the nicest in the world.”
The decision to reclaim a previously offensive image was seen as a strategic public relations move. Rather than fighting public perception with denial or censorship, Kazakhstan embraced the global spotlight and redirected it toward its own messaging—turning satire into a promotional tool.
The Role of Slogans in National Identity
Slogans have long played a crucial role in shaping how countries present themselves internationally. Catchy phrases help distill complex identities into memorable messages. Kazakhstan’s use of “Very nice!” is a unique example of a nation repurposing an externally created phrase, especially one rooted in parody, for positive branding.
The Final Jeopardy clue for September 19 highlighted this unusual branding evolution. It also subtly pointed to the power of humor, irony, and public perception in shaping international dialogue. By turning a satirical joke into a slogan, Kazakhstan not only challenged the narrative but also demonstrated media savvy in a globalized world.
Why the Clue Stood Out on Jeopardy!
What made this clue particularly memorable was its blend of pop culture and geopolitics. For longtime viewers of Jeopardy!, clues that require knowledge of both media history and international affairs tend to test contestants’ range of knowledge. In this case, understanding the origin of the phrase “very nice” and its ironic adoption by Kazakhstan was key to arriving at the correct answer.
The clue also served as a subtle nod to how nations evolve their image over time. Kazakhstan’s story, as told through this clue, was not just about tourism or comedy—it was about perception, identity, and the smart use of branding in the face of controversy.
