'I wanted to die, disappear': Dubai entrepreneur faces backlash after sharing pro-Israel video

By sharing a video she found on Instagram, Dubai entrepreneur Emma Sawko wanted to be a “little voice for peace”. Instead, she found herself in the middle of a scandal.

Sawko, co-founder of popular vegan restaurants Comptoir102 and Wild and the Moon, recently drew the ire of many in the UAE community when she shared a pro-Israel video that was produced by a controversial nonprofit in the US.

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“I was inspired by a message that sounded in the first seconds like ‘we can all live in peace’,” she told Khaleej Times. However, she was “absolutely not aware” that it came from an outlet dubbed a ‘propaganda website’.

The Parisian restaurateur was referring to a video titled My Life in Israel as an Arab Muslim, which featured Sophia Khalifa who introduced herself as a mother of two, an Arab Muslim and a Stanford graduate.

In the clip, Khalifa shared how “Israel gave her everything”, from equal rights to protection. But beyond sharing a glimpse of her life in the country, she also spoke about Hamas and Palestinians — and how “some people are brainwashed”.

“A lot of these people come from a reality (where) they teach from a very young age to hate the Jews,” she said.

The video was produced by a rightwing nonprofit called PragerU, which has caused a stir online and in the academe with its controversial clips highlighting conservative views. In various reports and discussions, it has been lambasted for “spreading lies” about climate change and downplaying slavery.

‘I wanted to die and disappear’

Sawko did not know the video she reposted was propaganda but admitted that ignorance couldn’t be an excuse.

“As a person with more than 50,000 followers, I admit that this is unacceptable, I have a responsibility to exercise caution and check whatever I share. I didn’t do it. This is gross negligence,” she said.

When she realised what the entire video was all about, “it was already too late,” she said.

“My story had gone viral. I wanted to die and disappear right away.”

Suddenly, she was bombarded with messages of outrage, disappointment, and “a lot of hate”, which “she understood, given the devastating context”.

More than 32,000 Palestinians — and counting — have been killed in Israel's retaliatory military campaign in Gaza, since the October 7 Hamas attacks that left about 1,160 people dead. Half of Gazans are experiencing "catastrophic" hunger, with famine projected to hit the north of the territory by May, a United Nations-backed food assessment warned on Monday.

People had accused Sawko of being pro-genocide, with some leaving bad reviews for her restaurants and others calling for a boycott.

“It’s incredibly brutal,” she said, admitting that she had to turn off the comments section on her page.

On one Instagram post of Wild And The Moon about a Ramadan meal, someone commented: “Stop using our culture whenever it’s convenient. You don’t get to use Ramadan and support genocide against an innocent population in the same breath.”

‘Not going back’

Dubai resident Ninu Hyder has visited Wild and The Moon a couple of times — but after seeing the video that Sawko shared, she’s “not interested in going back”.

“I feel that [sharing such a video] was quite insensitive, and I find the apology lacking,” Hyder told Khaleej Times.

“I’ve always wanted to check out Comptoir102, too, but now I won’t,” said the expat who has been boycotting brands that have been linked to Israel amidst the raging war in Gaza.

Christine Co, another resident in the emirate, has also been conscious of businesses she supports and vows never to visit Comptoir102 or Wild and The Moon again.

“I love the aesthetic and the cool finds at these places, but after seeing the video, I don’t want to go there anymore,” Christine said. “It’s not my loss. With the Gaza war going on, I wanted to show my support for the Palestinians in my own way.”

‘I apologise with all my heart’

Sawko lamented how the things she had been working for over the past 15 years in Dubai seemed to have gone down the drain in a snap.

“I have been working relentlessly to promote sustainability, organic farming, equal opportunities, and it all looks meaningless if people think it is at the hand of a foolish person,” she said.

“It’s heartbreaking because we have worked so hard to create an inclusive environment with a diversity of cultures and religions, a safe space for all. And I am trying to protect that at the moment and reassure everyone involved.”

Sawko felt the brief apology she posted last Wednesday wasn’t enough so she posted a longer one on Saturday.

Here’s a screenshot of the previous apology:

Here’s the new one (swipe to view full carousel):

In the middle of the backlash and regret, Sawko vowed to do better.

“I have higher standards for myself and owe it to my customers and to the people of Dubai to do better,” she said.

“Disappointing people has been horrible. I am terribly sorry and offer my most heartfelt apologies to those I shocked and upset.”

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