112,000 Danes Boycott American Goods Over Trump

Irina

Writer

January 24, 2026
5:16 am

A Danish Facebook group boycotting American goods has surged to over 112,000 members, driven by waves of new sign-ups following recent threats from Donald Trump toward Greenland and Denmark. The group, originally expected to attract just a few hundred members, has become an international phenomenon as Danes seek ways to express their frustration with U.S. policies.

From Small Idea to Mass Movement

The Facebook group “Boykot varer fra USA” (Boycott Goods from USA) was created about a year ago by Mads Bjerre Mouritzen and several co-founders. At the time, Mouritzen, a former firefighter and carpenter now studying, believed the group might attract 200 to 300 members at most. The goal was simple: provide a space where frustrated Danish citizens could share their concerns and discuss alternatives to American products.

Surprisingly, the group has grown far beyond its founders’ expectations. It now boasts more than 112,000 members who actively discuss everything from tires and pet food to makeup, chocolate bars, soft drinks, streaming services, and books.

According to Mouritzen, the group experiences massive surges in membership whenever Donald Trump makes threatening statements. In recent days alone, approximately 20,000 new members have joined in response to Trump’s renewed threats concerning Greenland and Denmark.

International Attention and Media Coverage

The movement has attracted considerable media attention from around the world. Mouritzen has fielded interview requests from major international outlets including CNN, BBC, and Tokyo News. Most recently, Canadian media reached out to understand what drives this Danish boycott movement.

As a result, Mouritzen and other moderators now spend many hours each day managing the group and handling press inquiries. The movement has been covered across continents, from the Middle East to Australia, demonstrating how a local reaction can resonate globally.

Everyday Changes in Shopping Habits

For many group members, the boycott means making conscious choices about everyday purchases. Alexander Højgaard Benedictus from Horsens sees the boycott as a direct response to what he perceives as a trade war initiated by the United States against Europe.

For Benedictus, avoiding American products means giving up some of his favorite items. He was a loyal buyer of American chocolate bars and Coca-Cola, but he has stopped purchasing these products. While giving up M&M’s required some adjustment, he has found satisfactory Danish alternatives.

Personal Sacrifices for Political Statements

Anne-Marie Holm from Græsted in North Zealand also changed her shopping habits significantly. She consciously avoids American goods when alternatives exist and willingly pays more for non-American products. Despite being a big fan of Pepsi Max, she no longer purchases it.

For Holm, the boycott represents something tangible she can do as a protest. It simply requires being more mindful about what goes into her shopping cart. However, one sacrifice proved particularly difficult: books.

Holm had subscribed to an American book service for years, reading four to five books weekly. Saying goodbye to this service meant cutting herself off from American authors she enjoyed, many of whose works are unavailable in Danish bookstores. Nevertheless, she decided the sacrifice was worth making to avoid giving those companies her money.

What Products Are Being Avoided

Group members discuss an extensive range of American products and services they are boycotting. The list includes obvious consumer goods like soft drinks, chocolate, and snacks, but extends to less obvious categories such as tires, pet food, cosmetics, and digital services.

Members actively share information about product origins and suggest alternatives. They help each other identify which brands are American-owned and recommend European or Danish substitutes. This collective knowledge-sharing has become one of the group’s most valuable functions.

Teaching the Next Generation

Some members are also using the boycott as a teaching moment for their children. Holm discusses her choices with her 12-year-old daughter, explaining why she has changed her purchasing habits. While her daughter may not be deeply interested yet, Holm believes these conversations are important.

This generational aspect reflects a broader sentiment among group members that their actions carry significance beyond immediate economic impact. They see the boycott as a statement about values and international relations that may influence how younger Danes think about consumption and political action.

A Response to Political Tensions

The boycott movement emerged during a period of heightened tensions between Denmark and the United States. When thousands of Danes took to the streets in major cities on January 17th to show support for Greenland, it demonstrated the depth of public feeling about American political pressure.

For group members, boycotting American goods offers a way to channel frustration into action. In contrast to feelings of powerlessness in the face of international politics, choosing not to buy certain products gives individuals a sense of agency.

Mouritzen emphasizes that the group provides an outlet for these feelings. Rather than simply being upset, members can take concrete steps and support each other in making different choices. The rapid growth of the group suggests many Danes share this desire to respond in some meaningful way.

Looking Forward

The boycott movement shows no signs of slowing down. With each new political development, membership numbers climb. What began as a small group has evolved into a significant social phenomenon that reflects changing attitudes toward American products and policies.

Whether the boycott will have measurable economic impact remains to be seen. However, for the more than 112,000 members, the movement represents something important: a collective expression of values and a refusal to remain passive in the face of political developments they oppose.