You know how countries have slogans, like Thailand is “The Land of Smiles”? That seems like a lot of pressure on citizens and tourists alike. An entire land of constant smiles? Even when you have lower back pain or you’ve just been served surprise divorce papers: Smile!

It’s been encouraging to see countries throw off this corporate-style branding in recent times. Did you know that America’s last attempt at a slogan was the 2016 “It’s all within reach”? Of course, we’re unable to say it with a straight face anymore after years of travel bans. “It’s aspirational,” we murmur beneath our masks, wincing as the country isolates and dips further and further down in the world’s estimation. Ireland regularly promoted itself as “The Land of a Thousand Welcomes” — until the coronavirus came along and coughed on that idea, rendering it high-risk.

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[Source: New York Times]