Noa Kochba, Israel's beauty queen for 2021, flew on an advocacy campaign for Israel in the US. The former beauty queen arrived at several campuses in San Francisco as part of the advocacy activity, where she encountered pro-Palestinian protesters.

The demonstrators, who come from various groups of pro-Palestinians and anti-Zionists, uploaded documentation of the demonstrations to social networks. Kochba said that she had to use security guards to guard her when she arrived for dinner in the city and received threatening messages on her Instagram page.