Belgium

Belgium is a country in Europe where Danny Wallace became very popular while recruiting his original Joinees.
He appeared on a number of television programmes there.
The Belgian town of Brugge (a.k.a. Bruges; in Belgium they speak both French and Flemish) has an "Ambassador" scheme which you can read about in the book.
==Other uses of the term, "Belgium"==
In The Hitch-hiker's guide to the Galaxy by Douglas Adams, the character Ford Prefect periodically uses the phrase "Oh, Belgium!" as an expletive. While hilarious, this may cause offence to Belgians and so is not recommended for Joinees.