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I have tried running `pulumi up -d`  which yields the json retrieved from azure. I have changed the kind to "linux" and location to "East US" as opposed to using the enums, but it didn't help that much.

Ah, found it, it is the same issue as in terraform. App Service Plan was named serverFarm before, but to import it the serverFarm string in the import id has to be `serverfarm`  all lowercase. See <https://github.com/terraform-providers/terraform-provider-azurerm/issues/1507>

Interesting... thanks for posting the solution you found!