The intersection of (a) countries with reliable Internet access and broadly-available Internet-connected devices, (b) a useless national currency and (c) effective controls on the use of cash hard currency is small. The GDP of that intersection certainly doesn't support anything close to Bitcoin's price.

They're not really using the actual Etherium blockchain in any meaningful sense though. They just gave vouchers that could be spent at participating markets. It reeks of a marketing ploy by Parity Technologies for some press.