You know the voice. Even if you haven't seen the movie in a decade, you can hear it perfectly. That specific, thumbs-up-heavy "Very nice! Very nice!" has somehow survived the brutal Darwinism of internet culture. It’s weird, honestly. Most memes from 2006 are buried in a digital graveyard next to Advice Animals and "Charlie Bit My Finger," yet Sacha Baron Cohen’s creation remains a linguistic shorthand.
Is it just a catchphrase? No. It's basically a cultural artifact at this point.
When Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan hit theaters, it wasn't just a comedy. It was a chaotic social experiment that made everyone uncomfortable. Sacha Baron Cohen didn't just write jokes; he stayed in character for months, tricking real people into showing their true colors. The "very nice" bit became the mask. It was the friendly, unassuming phrase that allowed Borat Sagdiyev to get away with saying the most outrageous things imaginable.
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People often forget how high the stakes were. Baron Cohen was regularly chased by angry mobs or threatened with lawsuits. But that simple, repetitive enthusiasm—very nice, very nice—acted as a disarming tool. It's the ultimate example of "the bait."
The Psychology of the Catchphrase
Why does this specific line stick? Cognitive psychologists often talk about "stickiness" in media. Phrases that are rhythmic, short, and tied to a specific physical gesture (like the double thumbs-up) are easier for the brain to store and retrieve.
But there’s more to it than just memory.
The phrase "very nice" in Borat’s dialect is what linguists might call a "phatic expression." It’s not really about the meaning of the words. It's about establishing a social connection. When you say it to a friend today, you’re not actually saying something is high quality. You're signaling that you both share a specific, slightly edgy sense of humor. You're part of the "in-group" that understands the satire behind the mustache.
Borat represents a specific type of satire called "The Holy Fool." This is a character who is socially "ignorant" but ends up revealing the hypocrisies of the "wise" people around them. By constantly saying things are "very nice"—even when they are objectively terrible or offensive—Borat forces the person he's talking to to either agree (revealing their own bias) or push back.
It’s genius, really. And kinda terrifying if you think about the people who just nodded along.
Kazakhstan, Controversy, and the Real Impact
We have to talk about the elephant in the room: the actual country of Kazakhstan.
For years, the Kazakh government was, understandably, not thrilled. They banned the film. They took out four-page ads in the New York Times to defend their national honor. They even threatened legal action. They saw "very nice" as a mocking taunt rather than a joke.
However, time does weird things to PR.
By the time the sequel, Borat Subsequent Moviefilm, was released in 2020, the Kazakh tourism board did something nobody expected. They leaned into it. They actually adopted "Kazakhstan. Very nice!" as their official tourism slogan.
"In pandemic times, when tourism spending is on hold, it was good to see the country mentioned in the media. Not in the nicest way, but it’s good to be out there," said Kairat Sadvakassov, deputy chairman of Kazakh Tourism, in an interview with the New York Times.
It was a pivot that showed a massive shift in how countries handle being the butt of a joke. They realized that the "very nice very nice Borat" energy was actually driving interest. Search traffic for "Kazakhstan" skyrocketed every time a new clip went viral.
The Evolution of the Meme
In the mid-2000s, you heard this in middle school hallways. In the 2010s, it moved to Facebook comments. By 2026, it has become a "vintage" meme, used ironically by Gen Z and earnestly by Millennials.
The way we use it has changed, too.
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Initially, it was pure imitation. Now, it’s often used as a sarcastic reaction to something that is definitely not nice. Did your car break down? "Very nice." Did the coffee shop run out of oat milk? "Very nice!" It has become a tool for dry, observational humor.
The sequel reminded us why the character worked. Baron Cohen took aim at a whole new set of targets—COVID-19 deniers, political lobbyists, and the influencer culture of TikTok. But even with the new plot, he kept the linguistic anchors. He knew the audience needed those "very nice" hits to feel at home in the chaos.
Why Sacha Baron Cohen's Method Still Matters
Baron Cohen's approach to comedy is high-risk, high-reward. He uses a method called "pedagogy of the oppressed" (though in a twisted way), where he puts himself in a position of perceived inferiority to draw out the truth from those in power.
When Borat says "very nice" to a group of high-society guests while behaving like a "barbarian," he is testing their politeness. He is asking: "How much nonsense will you tolerate before you stop being 'polite' and start being human?"
Most people fail the test.
They keep smiling. They keep saying "very nice" back to him. This is the core of the Borat experiment. It's not just about the funny voice; it's about the silence of the bystanders.
Spotting the Influence
You can see Borat's DNA in so much modern media.
- Nathan Fielder: The Rehearsal and Nathan for You use that same awkward, straight-faced interaction style.
- Sacha Baron Cohen's other characters: Ali G and Bruno paved the way, but Borat remains the peak of this specific format.
- TikTok Pranksters: Though often less sophisticated, the "man on the street" interview style owes everything to the 2006 film.
The difference is the intent. Many modern creators do it for the "clout." Baron Cohen did it to hold up a mirror to society.
Actionable Insights for Fans and Creators
If you're looking to revisit the world of Borat or understand why this specific brand of humor works, there are a few things you should actually do.
Watch the "making of" footage. Don't just watch the movie. Look for the interviews where Sacha Baron Cohen discusses staying in character. It reveals the discipline required to maintain a bit when the police are literally at the door. It's a masterclass in commitment.
Analyze the satire, don't just repeat it. The "very nice" catchphrase is fun, but the real value is in observing how people react to uncomfortable situations. Next time you watch, pay attention to the other person in the frame. Their reaction is the real story.
Respect the source. Remember that Kazakhstan is a real place with a rich history that has nothing to do with the movie. If the meme inspires you to travel, go for the mountains and the architecture, not just the movie references.
Identify "the mask" in your own life. We all have "very nice" phrases—scripts we follow to avoid conflict or fit in. Recognizing when you're just nodding along to something you don't actually agree with is the first step in being more authentic.
The staying power of "very nice very nice Borat" isn't an accident. It’s the result of a perfectly crafted character meeting a world that was (and still is) deeply confused about its own values. It's a reminder that sometimes, the best way to tell the truth is to tell a really, really big lie with a thick accent and a suit that hasn't been washed in weeks.
It's about the absurdity of the human condition. And that, honestly, is very nice.