Illustration: Chen Xia/GT

Recently, the US' threat against Greenland and Canada has sparked a wave of "boycotting American goods" across Canada, Denmark and other European countries. This spontaneous outpouring of anger and resistance from the public directed at the US is unprecedented, even extending to government actions. For instance, Ontario, Canada's most populous province, has ordered the Liquor Control Board of Ontario to remove American products from its shelves and is adding a 25 percent surcharge to all electricity exports sent to the US.

The consumer action reflects that the current expansion of the "America First" concept has not only triggered geopolitical chaos, but also exacerbated nationalist sentiments. While Europe and Canada have long been influenced by American political, economic, cultural and value systems - with the American lifestyle subtly permeating through food, beverages, films and music - any visible threat posed by "America First" to core national interests, such as territory and sovereignty, can quickly eclipse the long-standing appeal of American soft power. These nationalist feelings may even dominate consumer behavior, making American-branded products and industries the target by the public. Additionally, the fever of "boycotting American goods" has gained traction as a social movement and public opinion trend, significantly amplified by social media.

In just a couple of months, the new US government has significantly shaken the perceptions and trust of Western allies. A recent YouGov poll indicates that 56 percent of Canadians dislike their southern neighbor, a striking sentiment for a country that for many years has maintained close economic and cultural ties with the US.

For consumers, their rationale behind resisting US goods is quite straightforward - they seek to retaliate against the US by reducing sales and weakening its market presence, even exerting economic pressure. The boycott action by consumers will have multifaceted impacts on the companies.

The US and Europe are vital trade partners for each other, with their bilateral trade relationship described as "the most integrated economic relationship." On one hand, trade between American and European consumer brands has long been driven by market demand and mutual investment. Many products are not directly produced in the US but are a result of local investments by brands. The related industries have also created supply chains and job opportunities in Europe, making it difficult for consumer behavior at the market level to cause systemic effects. On the other hand, if some brands become closely tied to American politics, public opinion can mobilize to punish companies through the power of capital markets. 

Looking ahead, the waves of boycotting American goods are expected to gradually subside as various parties engage in rational considerations and policy adjustments regarding economic and trade relations. Nonetheless, the negative impacts on US-Europe relations and the global economic system should still be taken seriously. Whether through tariffs imposed by the government or spontaneous boycotts initiated by the public, these actions are causing greater disruption and challenges to the normal order of economic and trade relations. Moreover, it is difficult to break away from the situation where trade issues are politicized and sensationalized. History has repeatedly proven that when economic concerns are intertwined with nationalism, they can easily lead to deteriorating mutual perceptions and even tragic conflicts. 

Therefore, it is of paramount importance to view trade issues rationally, both for managing bilateral economic and trade relations and for maintaining the stability of the global trading system centered around the World Trade Organization. However, as the concept of "America First" continues to influence the international economic landscape, the backlash from various countries may lead to a spiral of negative consequences. The uncertainties clouding the global economic system are likely to persist, posing a significant challenge for all countries, including the US, as they strive for development and seek to foster cooperation. 

The author is an associate researcher at the Belt and Road Academy of Beijing Language and Culture University. opinion@globaltimes.com.cn