As if the present negative blitz on the country worldwide is not enough, we have two groups, the Muslim Consumers Association and Association of Muslim Restaurant Operators (Presma) who have called for a nationwide boycott and "symbolic protest against brands that symbolise Western hegemony".

No one doubts this issue creates anger and builds up emotions, it is sensational reading material and provides political mileage and exposure to some "playing the religious and racial card". But will this serve the long term interest of Malaysia?

Will Presma take responsibility if this proposed "symbolic protest against the brands that symbolise Western hegemony" backfires on the nation resulting in the loss of jobs and closure and relocation of such businesses to another environment more conducive for business expansion?

Is Presma aware that the real stakeholders of all the brands here are actually well-connected bumiputeras?

Is Presma aware that these international business groups have invested billions of ringgit in Malaysia and provide jobs to millions, because of a well respected and moderate government and after millions spent on trade investment tours worldwide?

For the record and Presma's information, any escalation of the boycott could threaten the jobs of more than 1,700 local Coca-Cola employees — around 60 percent of them Muslims — and further sour foreign-investor sentiment toward Malaysia.

Coca-Cola Co, along with its licensed local bottling partner F&N; Coca-Cola, has invested hundreds of millions of ringgit in Malaysia over the past five years alone.

While we are saddened by draconian and barbaric acts against innocent civilians and groups in the occupied territories in West Asia and other parts of the world, we must be objective and not play the "racial and religious card" in a multi-racial and multi-religious nation like ours.

We must not forget that the US remains Malaysia's largest single trading partner. In October, exports to the US amounted to RM5.6 billion, or around 17.6 percent of the total value of exports during the month.

I appeal to the boycott organisers to be realistic and save the nation and government from further negative publicity and damage.

This is a season for peace and harmony — let's make peace and sow love where hatred looms.