Borat's "Very Nice!" catch phase could be put to good use instead, he said.
Apparently, all Kazakhstan needed to love Borat was a sequel - and a global pandemic. "The people and the food are very nice".
But the tourism board eventually made a decision to use "Kazakhstan".
"In Kazakhstan, there's pre-Borat and post-Borat", Keen told the New York Times.
"How can you describe a place this surprising in just two words?"
Still, Kazakh authorities remain unimpressed with the film.
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The response from social media users has been positive with many saying the advertisements capitalise on the film and send a positive message.
On the tourism campaign, Kairat Sadvakassov, the deputy chairman of Kazakh Tourism, said in a statement to the Huffington Post that adopting Borat's catchphrase in the campaign "offers the flawless description of Kazakhstan's vast tourism potential in a short, memorable way".
The ads show off the country's stunning alpine scenery, unique architecture, delicious Kazakh cuisine, and importantly, warm and generous locals - contrary to Cohen's amusingly backwards portrayal or Kazakhstanis, which joked that locals considered women property and were anti-semitic.
The campaign itself, however, was initially pitched to the Kazakhstan tourism board by Dennis Keen, an American who studied and eventually moved to Kazakhstan where he now appears on a travel series, the New York Times reports.
However, Deadline notes that Amazon is likely eager to claim Borat Subsequent Moviefilm a success after the hefty amount of money that the company spent for the rights to the film. The Kazakh American Association recently issued a letter to Amazon Prime Video, which is streaming the new film online, accusing Cohen of attacking and dangerously oversimplifying "a highly vulnerable and underrepresented minority ethnic group".
"They completely desecrate and humiliate Kazakhstan and the dignity of the Kazakh nation", the petition said.