OP-ED | Polished Politics
By Nora Alzahid | May 2025
Volume II: When Frappuccinos Become Political, Why Global Brands Must Master Public Diplomacy
In today’s hyper-connected world, global brands like Starbucks and McDonald’s, and increasingly their replacements like Russia’s Rostic’s and Stars Coffee, aren’t just selling fast food. They’re serving geopolitical signals.
These companies have become unexpected actors in global diplomacy, not because of what they say, but because of what they represent. In the eyes of the public, a Starbucks cup or a KFC bucket can carry just as much symbolism as a foreign minister’s handshake. That symbolism can be empowering or explosive.
Public Diplomacy by Proxy
Traditionally, public diplomacy refers to how governments communicate and build relationships with foreign publics to advance national interests. Today, that space is shared, and in some cases even dominated, by corporations. McDonald’s, with its iconic arches, is seen not just as an American brand but as a proxy for American values like capitalism, modernity, and sometimes cultural imposition.
Starbucks, with its minimalist branding and global presence, evokes a different image: urban liberalism, social activism, and Western consumer culture. These identities are not incidental. They are part of what makes these brands aspirational in some regions and controversial in others.
The Fallout of Silence
The recent Israel–Palestine conflict has brought this dynamic into sharp focus. In countries across the Middle East and beyond, both Starbucks and McDonald’s have faced widespread boycotts. This is not because of their direct actions, but because of how they are perceived in connection with U.S. policies or political silence. In this new media environment, a brand’s silence can be interpreted as complicity. Inaction becomes a position.
At times, even disavowing a stance is not enough. Local franchisees often bear the brunt of reputational damage, regardless of their own political views or independence from the parent company. This is where public diplomacy and brand identity collide. A brand cannot simply be a business when it is also a symbol.
Rostic’s and Stars Coffee: The Rise of Replacement Diplomacy
The replacement of KFC with Rostic’s and Starbucks with Stars Coffee in Russia are striking examples of how geopolitics now directly reshape global branding. Following Russia’s invasion of Ukraine, many Western companies exited the Russian market under immense public, diplomatic, and shareholder pressure. KFC and Starbucks, once symbols of Western globalization, were rebranded into domestically owned chains, transforming not just the names but the entire soft power equation.
Rostic’s is not just fried chicken, it is a declaration of independence from U.S.-linked narratives. Likewise, Stars Coffee, with its suspiciously familiar logo and drinks, represents more than caffeine. It is a calculated symbolic replacement, marketed as a patriotic alternative and framed within a narrative of cultural sovereignty.
For many Russians, frequenting Stars Coffee or Rostic’s is framed as an act of national pride. For Western observers, these transformations underscore a profound reality: brand influence can be revoked, reinvented, and weaponized.
Corporate Public Diplomacy: A Strategic Imperative
The takeaway is clear. Multinational companies must become more than brand stewards, they must become public diplomats.
Localized storytelling: Messaging must be culturally aware, politically nuanced, and rooted in local contexts without contradicting universal values.
Franchise diplomacy: Empower local operators to engage with their communities authentically, while offering protection from geopolitical fallout.
Clear ethical alignment: When values like human rights or sovereignty are at stake, brands cannot afford ambiguity. Alignment must be proactive, not reactive.
McDonald’s decision to withdraw from Russia after decades was not just about loss mitigation, it was about values. That move carried more weight in the West than many official statements. Corporate behavior is now read as a form of policy.
The Future of Fries and Foreign Policy
Soft power is no longer limited to embassies, scholarships, or cultural centers. It now shows up in menus, mobile apps, and marketing campaigns. A frappuccino, a burger, or a rebranded chicken chain can become battlegrounds for national narratives.
In this reality, success requires more than financial performance. It demands cultural intelligence, political foresight, and moral clarity. Brands that operate globally are no longer just businesses, they are visible actors in a world where public diplomacy is everyone’s job.
