The Czech Republic has been trying to make Czechia its new identity since 2016, when the government adopted it as the country's official short name. It's since upped the ante and is now pushing for the name to be used across various media formats, with the use of its previous name restricted to formal documents.

Like other name changes, this was done partly for marketing reasons, with the punchier Czechia a better fit on sportswear and souvenirs. However, getting the world to embrace the new name hasn't been easy, with some complaining about its supposedly harsh pronunciation and similarity to the Russian republic Chechnya.

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