Is it rude to expect people call me Mr. (last name) or sir?

I do not believe that to be rude assuming you are over the age of 21, the age of adulthood. I think after that you can expect a certain degree of respect. Especially, if you are giving it in return. This is certainly a preference obtained from your upbringing. I do not see it it as rude. If it is delivered in a respectful and non-demanding way, (ie; gently reminding people of this courtesy) in my opinion, it is perfectly acceptable.