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Additional reporting by Eleanor Barker
It's the single word that's ruffled quite a few feathers. But it has gone beyond that now.
As part of NZ$40m Tourism Australia campaign, which actually cost NZ$70m, some creative masterminds came up with this corker to represent the nine "Aussie philosophies": Mateship, a "no worries" attitude, love of nature, spirit of adventure, optimism, storytelling, among others.
But their play on words has left the country unimpressed and it's rapidly gaining traction - in the worst way possible for Australian tourism.
