A controversial sign about Australia Day has resulted in death threats to its creator.

A warning to readers, this story contains content that some may find offensive. 

On January 25, a blackboard sign was put up in the Mister Jones open studio and espresso bar in Bermagui saying “Yes, we’re open on national dickhead day” – a reference to them being open for business on Australia Day, January 26.

The owner of the shop said he put up the sign “on a whim” and it was displayed for 15 minutes, but during that time a member of the public photographed it, posted it to the internet and it went viral.

As of midday on Wednesday, January 27, the photo had been “liked” by nearly 7000 people on the Meanwhile in Australia Facebook page and shared about 3500 times.

Rob Grimstone of Bermagui took the original photo of the sign because he “was disgusted in it as an Australian”.  

“It’s just not right,” he said. 

He uploaded the photo on to his personal Facebook account on January 25 and someone known to him then posted it on the Meanwhile in Australia page. 

As of Wednesday, January 27, the story had been covered by publications such as The Sydney Morning Herald, Daily Mail Australia, The Australian Women’s Weekly and Nine News.

Mr Grimstone said he had also received a call saying radio presenter Ray Hadley mentioned the incident. 

“I never expected it to go as far as it has, but I’m glad it’s gone viral,” he said. 

Since the photo went online, the owner of Mister Jones said he has received “graphic and explicit death threats” on his voicemail account as well as emails of “unprintable abuse and describing group plans for physical attacks”.

He said the provocative blackboard seemed disproportionate to the scale of the hatred he has received.

“Indeed, taken on face value, the blackboard was possibly the most Australian thing that one could write about Australia Day, in a country that claims to be proud of its ‘larrikin’ irreverence and self-effacing humour,” he said.

“…My blackboard’s message was addressed to no one in particular.

“Arguably, it offended those who experienced a moment of self-recognition,” the owner said.

“As these individuals continue to over-react, the sign only becomes truer.”

He said several hate pages had also been set up specifically to target his business.

On the morning of Australia Day, when the owner went to open his shop the locks to his business’s doors had been drilled out and the windows glued shut.

However, the shop opened and its owner said they had their largest Australia Day crowd on record, with customers coming from as far away as Batemans Bay and Merimbula.

On Australia Day 2015, at the entrance to the the coffee shop there was a sign stating “Strictly no patriotism beyond this point”.