They had it before. But I noticed that the heavy marketing started in Brazil.
UFC Rio I was sold as Brazil & World.
They continue this through every card in Brazil.
And since it worked so well, they try to do it in every Country they go to.
They get local talent, then give them more favorable matches and when they win locals go crazy.
I recall UFC 129 was also big in Canada - Had GSP (against SHields), Mark Hominick (against ALdo) and a few other Canadians on the card. Crowd went crazy!
"Sometimes people don't want to hear the truth because they don't want their illusions destroyed."