A dramatic political message lit up the Swiss Alps just hours before US President Donald Trump’s much-anticipated address at the World Economic Forum (WEF). A glowing “NO KINGS” sign appeared across the Davos mountains on Tuesday evening, overlooking the very venue where global leaders and CEOs gathered for the annual summit.
The display immediately grabbed global attention as images and videos flooded social media platforms, turning “no kings Davos” into a trending topic. The timing of the message, right before Trump’s headline speech, added fuel to an already tense political atmosphere surrounding his visit.
What Is the ‘NO KINGS’ Sign Seen at Davos?
The message was created by a group of local activists who carried nearly 450 torches up a steep Alpine slope, around 800 metres above the town. They lit the torches simultaneously, forming the bold, all-caps phrase “NO KINGS” against the dark mountain backdrop.
Davos, Switzerland near the WEF
“No Kings” pic.twitter.com/GUYGYKmzfk
— Open Source Intel (@Osint613) January 20, 2026
The sign remained visible from large parts of Davos, including near the World Economic Forum’s Congress Centre. The phrase echoed a long-standing protest slogan that argues no leader stands above the law, a message that has resurfaced repeatedly in the United States during moments of political tension.
Why the Message Targets Donald Trump’s Davos Visit
Trump’s presence at Davos this year has drawn exceptional attention. He returned to the forum after a six-year gap, arriving amid controversy over his aggressive global stance, including tariff threats against Europe and repeated remarks about Greenland.
Asked recently how far he would go to acquire Greenland, Trump replied, “You’ll find out.” That comment unsettled European leaders and reignited debates around international law, sovereignty, and US power politics, themes the “NO KINGS” message appeared to challenge.
Trump’s Davos Schedule and High-Profile Meetings
Trump arrived in Davos alongside senior US officials, including Secretary of State Marco Rubio, Treasury Secretary Scott Bessent, and special envoy Steve Witkoff. His speech is expected to dominate discussions at the forum, even as leaders focus on global issues such as artificial intelligence, climate change, war in Gaza, and economic uncertainty.
Several European leaders skipped the summit this year, adding to speculation that Trump’s policies have strained diplomatic ties.
Social Media Backlash and Support Flood the Internet
The illuminated protest divided public opinion instantly. Trump supporters dismissed the sign as “cringe” and mocked Europe’s own monarchies, asking, “Doesn’t Europe have kings?” Others questioned who funded the torch display and accused protesters of hypocrisy.
Critics, however, praised the stunt as a peaceful yet powerful symbol of resistance, saying the mountainside message captured public unease over what they view as Trump’s expanding political authority.
Why Davos Faces Protests Every Year
Davos residents have long expressed frustration with the annual influx of political elites, heavy security, and road closures during the WEF. Protest marches began even before Trump’s arrival, with demonstrators carrying banners criticising corporate power and global inequality.
This year, the “NO KINGS” sign has emerged as the most striking symbol of dissent, one that will be impossible to ignore as Trump takes the global stage.
As Davos debates the future of the world economy, one message already stands tall in the Alps: power, like leadership, will always face resistance.
