According to Bloomberg Business, a new mobile app called UdenUSA (Without the USA) has become the number one free-to-download application in Denmark’s Apple App Store after a surge in recent weeks. The app, co-created by 21-year-old Jonas Pipper, lets shoppers scan products to identify and boycott American brands, a movement fueled by President Trump’s threats to “grab Greenland.” On January 20, the Danish pension fund AkademikerPension announced it was exiting its entire $100 million holding of U.S. government bonds, citing a range of issues including the Greenland dispute. U.S. Treasury Secretary Scott Bessent dismissed the move at Davos, calling Denmark’s investments “irrelevant.” The app is now being translated into languages like German and English and will soon be available on Android, with Pipper noting it’s even downloadable in the United States.
A Weapon in a Trade War
Here’s the thing: this isn’t just about Diet Coke. The app is being framed by its creators as a “weapon in the trade war for consumers.” It’s a way for regular people to feel like they’re pushing back, however symbolically, against a superpower that’s been, in their view, “unsettling, insulting and infuriating.” The sentiment even crossed traditional political lines, with a far-right Danish lawmaker telling Trump to “f*ck off” in the European Parliament back on January 21. So this tech tool is really just the digital manifestation of a very raw, widespread feeling. It gives a sense of agency. And in an era where global supply chains are incredibly complex, it also provides a service: figuring out what actually *is* an American product is harder than you’d think.
More Than Just Shopping Carts
But the consumer boycott is only one side of the story. The move by AkademikerPension, while financially tiny in the grand scheme of the U.S. Treasury market, is hugely symbolic. The fund’s CIO, Anders Schelde, made a fascinating point. He suggested this caution isn’t just about Trump. It’s about what he represents and what might come next. “You cannot put the genie back into the bottle,” he said. Basically, the trust is broken, and the question of “what comes then in five, six, 10 years?” is now a real part of the risk calculation for some investors. That’s a much bigger deal than skipping a soda. It speaks to a broader crisis of confidence that could have longer-term repercussions.
The Complicated Reality of Global Brands
Now, let’s be real. The actual economic dent from 6 million Danes boycotting US goods will be microscopic. And the logistics are messy. As the article points out, Danish brewer Carlsberg bottles and distributes Coke in Denmark. So is that Coke “American” in a way that hurts Danish jobs? Probably not. These movements also tend to flare up and fade. But I think that misses the point. The app’s success is a clear signal of public sentiment, a kind of real-time, granular opinion poll. And the fact that it’s being prepared for other markets like Germany suggests the developers see this frustration as a scalable opportunity. It’s a tech solution to a geopolitical problem.
A Symbolic Shot Across the Bow
So what does this all add up to? A very modern, very Danish form of protest. It’s leveraging consumer technology to make a political statement, and it’s seeing institutional finance make a parallel, if small, move. It’s a reminder that in today’s world, policy decisions can trigger immediate, decentralized responses that are amplified by technology. Will it change US policy? Almost certainly not. But it does show how quickly a national mood can crystallize around a digital tool. And it’s a stark example of how soft power and public goodwill can erode. It’s worth noting that not all Danish politicians are on board with the antagonism—some, like Morten Messerschmidt, have sought closer ties. But for now, the app is king. And as Pipper said, even Trump could download it. Somehow, I don’t think he will.
