Denmark Joins Boycott of American Products Over Trump’s Greenland Claim

Copenhagen, Denmark — A growing movement of Danish consumers is boycotting American products in response to the Trump administration's controversial assertions regarding the U.S. ownership of Greenland. Following the lead of Canada, which has seen similar actions, Danish shoppers are increasingly avoiding brands like Tesla, Netflix, and Coca-Cola.

The U.S. administration's push for control over Greenland, a territory of Denmark with vast natural resources, has sparked widespread anger in the Scandinavian country. The movement has taken shape online, with Facebook groups like “Boykot Varer Fra USA” (Boycott goods from the USA) attracting nearly 93,000 members since its inception last month. The group promotes alternative local products and highlights the values they feel are being overlooked by the U.S. leadership.

“We love the U.S. and the culture, but we just dislike the president,” Bo Albertus, a co-administrator of the campaign, stated in an interview with NBC News. Albertus, who works at a school for children with autism in a suburb of Copenhagen, pointed out that the treatment of Greenland by Trump does not align with the values held by many Danes. He noted that the group plans to build its own communication infrastructure, moving away from reliance on social media platforms like Facebook.

The anger around Trump’s remarks intensified following a speech by Vice President JD Vance, who suggested that Greenlanders would be better off under U.S. control, further inflaming tensions. Greenland, which has a population of around 56,000, was under Danish control for over 300 years, becoming a formal territory in 1953 before gaining home rule in 1979. However, Denmark continues to control its foreign relations and defense, providing significant financial support to the territory.

Market research firm Megafon conducted a survey indicating that since Trump's inauguration, about half of Danish consumers have intentionally avoided American products. Additionally, one in five respondents expressed they are less inclined to travel to the United States. This sentiment appears to have impacted several companies, with Tesla’s sales reportedly dropping nearly 50% compared to the previous year. Some Danish Tesla owners have even taken to placing stickers on their vehicles proclaiming, “Not a Elon Musk supporter.”

As part of the boycott, local shops are boosting the visibility of homegrown products. Many supermarkets are implementing labeling systems to indicate the origin of goods, with items produced in Denmark marked with the national flag. The Salling Group, which operates 1,700 stores across Denmark, has introduced a star system to indicate European-made products, although they emphasize it is not a promotion to boycott American goods.

New technological solutions are also emerging to aid consumers in their quest for alternatives. Two Danes launched the “Made O´meter” app, allowing shoppers to identify the origins of products by taking photos. However, the app currently faces challenges due to branding issues related to American goods.

Some consumers, like Peter Kolby from the island of Fyn, have expressed a desire to seek alternatives to American technology, considering the potential repercussions of U.S. policies. Kolby mentioned his concerns over relying on American tech in an uncertain geopolitical climate and remarked on the importance of finding local solutions.

As Denmark strengthens its stance through this boycott, it reflects broader tensions between the U.S. and other countries amid the Trump administration's foreign policy initiatives. The growing movement in Denmark also resonates with similar sentiments expressed in countries like Canada and France, indicating a rising wave of consumer-led protests against perceived foreign overreach.

Camilla Fuhr is a freelance producer based in Copenhagen, Denmark.