Domestic peacebuilding initiatives are frequently part of the national agenda in emerging economies. Many emerging MNCs (EMNCs) are called to build their international competitive advantage while participating in domestic peacebuilding. After studying the peacebuilding initiatives that 11 of the largest Colombian multinationals launched after the 2016 peace agreement with the biggest guerilla group, we conclude that most peacebuilding initiatives are rather limited and that they can be seen as extensions of the corporate social responsibility programmes. The observed behaviour is consistent with the idea that domestic peacebuilding efforts and engagement in foreign direct investment geared towards international competitiveness can be perceived as a trade-off. We argue that EMNCs need mechanisms that leverage domestic peacebuilding into global competitive advantage and we propose social media as a possible solution.