Mido’s history of inflammatory rhetoric was first exposed in April 2025 by Israel advocacy blog Israellycool, run by David Lange. Mido, also known as Ahmed El Sayed Imam, has posted content dehumanizing “Zionists” as “pigs,” blaming them for historical events like World Wars I and II, predating Israel’s 1948 founding and celebrating Iran’s June 2025 missile attacks on Israel, which targeted civilians and struck Soroka Hospital. These posts prompted a boycott by Perth’s Jewish community, with many pledging to avoid Sinamon’s cafes in Victoria Park, Mt Lawley, Fremantle, and Curtin University.
Beyond his anti-Zionist stance, Mido has faced scrutiny for unprofessional conduct. In April 2025, he sparked a local uproar by promoting Sinamon’s $5 large coffee in a community Facebook group, then responding to criticism with a meme calling a commenter “greedy,” drawing accusations of poor social media management. In 2021, Mido and his fiancée, Yan Woon Desiree Hui, were fined $89,800 by the Industrial Magistrates Court for “deliberately” failing to produce employment records. Mido admitted to discarding a notice, while Hui falsely claimed she was not an owner, actions the court deemed “conscious and deliberate.”
Mido’s Instagram post framed his ban as a stand against “hate speech,” but critics, including Israellycool, argue it effectively targets Jews, aligning with Meta’s July 2024 policy to remove posts using “Zionist” as a derogatory term for Jews or Israelis. Similar incidents globally, such as a Salt Lake City bar closing after banning “Zionists” in 2024 and restaurants in Naples and Vigo refusing service to Israelis in 2025, highlight a growing trend of such policies. Mido’s claim that the ban has boosted business is contested, as Jewish community leaders and advocacy groups prepare legal complaints, citing breaches of anti-discrimination laws.
As the backlash grows, Mido’s cafes face potential legal and financial repercussions in a city which used to be known for its commitment to inclusivity.
