'Cultural learnings' made way for cultural awkwardness when a question by a Kiwi journalist comparing South African rugby player Eben Etzebeth to fictional Kazakhstani tourist Borat left the Springboks lock fuming.

It's been a funny old World Cup for South Africa, but Etzebeth saw nothing to laugh about when the journalist produced a question that might have done The Chaser boys proud.

"Eben, you've got quite a familiar face, some people say it looks a bit like [actor] Michael Cera … or maybe [comedian] Sacha Baron Cohen," the reporter began, first linking Etzebeth to the Arrested Development star and then Borat.

When Etzebeth didn't catch the gist of the question, he turned to his colleague to ask "What did he say?", just as the reporter added "You know, Ali G," referring to another of Baron Cohen's characters.

Others in the room laughed, but Etzebeth simply glared.

"Do you ever get named after him?"

"Ah, no," the forward flat-batted. "Stupid question."

It's been that kind of a tournament for the Springboks, who began with a disastrous 34-32 loss to Japan's Brave Blossoms before winning their next three matches to enter the quarter finals.