The messages began to pop up on Chinese social media as the trade spat with the United States sizzled, urging people to boycott McDonald’s and other American firms to “defend the economic Great Wall”. US President Donald Trump’s tariffs on Chinese goods have roused nationalist sentiment in the world’s second-largest economy, where consumers have a long track record of spurning foreign products when political nerves are frayed. Appeals to shun the likes of McDonald’s, KFC and Apple’s iPhone have appeared on the popular WeChat messaging app and the Weibo microblogging website in recent days. “Compatriots, our motherland is going through a difficult time. We must unite to support our national brands and help defend the economic Great Wall!” read one message being circulated on WeChat. AFP was unable to verify the original source of the message. China wary after Trump’s U-turn could see US rejoining TPP On Weibo, the Chinese equivalent of Twitter, a car salesman from northwest China’s Gansu province wrote: “The US has fired the first salvo in this trade war. It’s everyone’s responsibility to boycott American goods!” Beijing has hit back at the US tariffs and vowed to retaliate against any new measures, but President Xi Jinping and Trump delivered conciliatory words this week that raised hope of a negotiated solution. China’s state-run Global Times tabloid has encouraged the government to take a tough stance, with an editorial last week saying China should fight with the same spirit as during the Korean war – one that “fears no sacrifice or loss”. “Chinese living across the globe have considerable purchasing power. We can cause a lot of damage to the US economy,” a person wrote in the article’s online comments section. But it may be tough to convince Chinese people to give up American brands that have become ubiquitous in streets and shopping centres across the vast country. China records rare trade deficit … but surplus with US still looms large The calls for boycotts certainly did not ruin the appetite of the lunch crowd at a McDonald’s in downtown Beijing this week, just a stone’s throw away from the Ministry of Foreign Affairs. “I also received these messages, I just delete them,” said diner Wang Zhiyi, who was wolfing down a double cheeseburger with fries and a coke. “These people (who share such messages) just want to cause a ruckus.” This is not the first time American products have been targeted by boycotts. Photos of individuals smashing their iPhones emerged on social media in 2016, purportedly to denounce US support for the Philippines in a territorial dispute with China over the South China Sea. Protesters also shouted slogans in front of a dozen KFC outlets. But Ben Cavender, an analyst at Shanghai-based China Market Research Group, said he did not expect a boycott to gain much traction this time. “Despite online slogans, surveys show that service brands that mostly employ Chinese nationals are viewed more positively,” he said. Xi Jinping’s promise to open China’s markets? It’s ‘nothing to do’ with Trump’s trade war threats At the Dunkin’ Donuts outlet across the road from the McDonald’s, bank employee Gao Junya was sipping her afternoon coffee with a friend. “Do you think this doughnut is a symbol of American overreach and imperialism?” she asked, biting into a gooey Boston Cream. “Small groups on social media are just trying to put up smokescreens.” Although many were quick to brush aside nationalist slogans, American wine has taken a hit. “I’ve had a couple of corporate clients who’ve said they’d prefer to switch from a US wine to something else (for official events) in recent weeks because they are conscious of the image they are projecting,” Jim Boyce, a Beijing-based wine consultant, said. According to the California Wine Institute, China was the fifth largest importer of wine from the state in 2017. While China’s new 15 per cent tariff on US wine, announced last week, was threatening to make it less price competitive, the nationalistic fervour could deal an even harder blow, Boyce said. “The biggest concern is whether this negativity would turn into a long-term sentiment,” he said. Why devaluing the yuan is a no-no for China amid US trade war fears Other countries have felt the pain of running afoul of China. Beijing hit South Korea with a string of measures against businesses last year after Seoul let the United States install an anti-missile defence system in its territory to defend against North Korean threats. China sees the hardware as a threat to its own security. French retail giant Carrefour became the target of a string of protests ahead of the 2008 Beijing Olympics after pro-Tibet activists disrupted the Olympic torch relay in Paris. And Norwegian salmon was left rotting in Chinese warehouses after the 2010 Nobel Peace Prize, based in Oslo, was awarded to democracy advocate Liu Xiaobo, who died of cancer while still in custody last year.