class UserProfile(models.Model):

    user = models.OneToOneField(User, related_name='profile', unique=True)
    country = models.CharField("Country", max_length=150, blank=False)

def queryset(self, request):
    qs = super(ProfileAdmin, self).queryset(request)
    if request.user.is_superuser:
        return qs
    return qs.filter(country=request.user.country)