Dubai’s restaurant scene has been embroiled in controversy after Emma Sawko, co-founder of the popular vegan chains Wild & The Moon and Comptoir 102, shared a pro-Israel video on social media. The move sparked a wave of anger and disappointment from customers and the wider community, with some vowing to boycott Sawko’s establishments.
Sawko, who has since deleted the post and issued an apology, claims she was motivated by a message of peace in the video’s opening seconds. However, the video itself, produced by a US-based non-profit known for its conservative viewpoints, ignited a firestorm. Many saw it as insensitive and promoting a one-sided narrative of the Israeli-Palestinian conflict, a highly sensitive topic in the region.
The backlash was swift and severe. Long-time patrons of Sawko’s restaurants expressed their disapproval online and in person. Ninu Hyder, a Dubai resident who previously frequented Wild & The Moon, declared she would no longer support the business after witnessing the video. “It felt insensitive,” Hyder stated, adding that the apology offered little solace. The sentiment was echoed by Christine Co, another resident who actively boycotts brands perceived to have pro-Israeli leanings.
Sawko, facing the potential financial repercussions of her actions, issued a heartfelt apology. She expressed regret for the negative impact and emphasized the unintentional nature of the post. “There was no malignant intent,” she insisted, highlighting her long-standing respect for the UAE and its residents.
The incident has cast a shadow over Sawko’s entrepreneurial ventures, raising questions about the impact of social media on brand image in today’s hyper-connected world. While some may accept her apology, others remain unconvinced, demonstrating the delicate tightrope entrepreneurs must walk when navigating personal beliefs and the public sphere.
