For decades, US firms have enjoyed a strong foothold in Germany, particularly in the country's western regions, which were under the control of the Western Allies after World War II. In the immediate postwar years, US cigarettes were so highly prized on the German black market that they effectively served as currency. Sports stars often played a role in cementing trans-Atlantic brand power. Former heavyweight boxing champion Max Schmeling, seen by many US citizens as a "good German," went on to represent Coca-Cola in Germany after his career in the ring. Decades later, East German boxing champion Henry Maske ran McDonald's franchises in the German cities of Cologne and Leverkusen. Today, however, the climate has shifted. The image of the US in Germany has taken a major beating, raising questions about how US companies can maintain their reputation. Some US firms are now actively marketing their products as "Made in Germany." A package of US cigarettes being sold in exchange postwar German currency A package of US cigarettes being sold in exchange postwar German currency For decades, US brands enjoyed an unassailable image in GermanyImage: picture alliance / dpa The McDonald's experience The phrase "Made in Germany" was originally introduced by Britain's parliament in 1887 to warn consumers about supposedly inferior German goods. But the move backfired because the label quickly became a mark of quality. Recent German media coverage has suggested that US brands are counting on the positive connotations of the label to strengthen their position in Europe's largest market. Some, like McDonald's, Germany's largest fast-food chain, have been emphasizing their significant German sourcing. The company told DW in a statement that it sees itself as "a long-standing partner of German agriculture" and "a reliable part of everyday life for many people in Germany." A McDonald's restaurant in the German capital Berlin is seen from the outsideA McDonald's restaurant in the German capital Berlin is seen from the outside Fast-food company McDonald's hopes to evade consumer wrath by emphasizing its German sourcingImage: picture-alliance/dpa/B. von Jutrczenka McDonald's emphasized its use of domestic supply chains, noting that 65% of its raw materials come from Germany, with pork, beef, eggs, cream, and cucumbers sourced entirely locally. "This approach is not new for us in the German market," the company said, though the broader trend suggests US firms are increasingly tailoring their image to specific international audiences.