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With goblins, spellcasters and delis, board game makers are imagining new Jewish worlds
(JTA) — Running a not-so-Zagat-rated deli, dropping into a Chinese restaurant for Christmas Eve dinner and acting out a bat mitzvah that involves a vampire — for contemporary board game fans, those can be all in an evening’s play.
That’s because a crop of new games aims to merge Jewish ideas and experiences with the aesthetics and language of games such as Dungeons & Dragons. Dream Apart places players in a fantastical reimagining of a 19th-century shtetl, for example, while J.R. Goldberg’s God of Vengeance draws inspiration from the Yiddish play of the same name. In the games in Doikayt, a collection released in 2020, players can literally wrestle with God.
Known as tabletop role-playing games because they ask players to take on a character, these games and their creators imagine exciting new worlds, subvert classic tropes in fun and irreverent ways, and reinterpret Jewish history and identity.
Tabletop role-playing games like Dungeons & Dragons and Call of Cthulhu have exploded in popularity over the past several years, with many — including at least one group of rabbis — picking up the Zoom-friendly hobby during the height of the COVID-19 pandemic. But the new Jewish games aim to do more than just provide a diversion or even an escape.
“Depending on your family, depending on your synagogue, depending on your community, you may have gotten more or fewer options of what Jewishness could mean in your imagination,” said Lucian Kahn, who created a trilogy of humorous Jewish role-playing games.
“What some of these games are doing is opening that up and pointing to alternate possibilities of imagining Jewishness, not as a way of converting anyone to anything else, but just as a way of showing the tradition is enormous,” he added.
Kahn is the creator of If I Were a Lich, Man, a trilogy of humorous games whose name is a mashup between a “Fiddler on the Roof” song and an undead character, the lich, that frequently appears in fantasy fiction and games. In the title game, players are Jewish liches — spellcasters whose souls, in the lore of Dungeons & Dragons, are stored in phylacteries, the Greek word for tefillin used by Jews in prayer. Representing the four children of the Passover seder, they debate how their community should address the threat of encroaching holy knights.
In some cases, the association of Jews with monsters has given rise to charges of antisemitism — the goblins of “Harry Potter” offer a prime example. But Kahn said he sees Jewish-coded monsters, and queer-coded villains, as figures of resistance.
“There’s a long tradition of looking at the monster and seeing that the reason why these are monsters is because the people who have oppressive power have decided that these are going to be the enemies of the ‘good’ oppressive powers,” Kahn explained. “But if you don’t agree with their ideology, if you’re seeing yourself as being a member of a marginalized community and being in opposition to these oppressive powers, then you can look at the qualities assigned to these monsters and some of them are qualities that are good.”
For Kahn, Jewish-coded monster characters also provide more of an inspiration than the archetypes of more traditional games.
“Maybe somebody thinks they’re insulting me or insulting Jews,” he said. “My response is: I like vampires and liches and trolls and goblins and think they’re much more interesting than bland white muscular humans running through the fields with a cross on their chest hacking at the same things with a sword over and over again.”
Kahn’s outlook has resonated in the tabletop role-playing game community. In February, he and Hit Point Press launched a Kickstarter to fund production of If I Were a Lich, Man. The campaign smashed its $5,000 goal, raising $84,590, enough to hit one of the campaign’s stretch goals of funding a grant to support independent zines about tabletop role-playing games.
The successful campaign means that Kahn’s three games will go into production. In addition to the game about liches, the trilogy includes Same Bat Time, Same Bat Mitzvah, in which players act out a bat mitzvah where one guest has been turned into a vampire, and Grandma’s Drinking Song, inspired by how Kahn’s Jewish great-great grandmother and her children survived in 1920s New York City by working as bootleggers during Prohibition.
In Grandma’s Drinking Song, players write a drinking song together as they act out scenes. Kahn, the former singer/songwriter and guitarist for Brooklyn Jewish queercore folk-punk band Schmekel, wanted to carry over elements of music into this game.
A throughline in all three games is the power of creative resistance to authority — a narrative that Kahn said strikes him as particularly Jewish.
“There are all these stories in Jewish folklore that are really overtly about finding trickster-y or creative ways of fighting back against oppressive and unjust governmental regimes, evil kings, bad advisors,” Kahn said. “One of the first stories I ever heard in my life was the Purim story, so it’s very embedded in my mind as a part of Jewish consciousness, when evil rulers come to power and try to kill us all, we’re supposed to find these outside-the-box ways of preventing that from happening.”
For some Jewish creators, Jewish holidays are an explicit inspiration. Like many Jewish kids of the ‘80s and ‘90s, Max Fefer, a civil engineer by day and game designer by night, grew up loving the picture book “Herschel and the Hanukkah Goblins,” which remains a popular festive text. But as Fefer notes, goblins are often associated with antisemitic stereotypes. Fefer’s first Jewish game, Hanukkah Goblins, turns the story on its head — players interact as the jovial goblins, who are here not to destroy but to spread the spirit of Hanukkah to their goblin neighbors.
Last year, Fefer launched a successful Kickstarter for another Jewish holiday-inspired tabletop role-playing game, Esther and the Queens, where players assume the roles of Esther and her handmaidens from the Purim story, who join together to defeat Haman by infiltrating a masquerade party as queens from a far-off land.
Esther and the Queens channels Fefer’s Purim memories and includes carnival activities, including Skee-Ball; a calm, relaxing Mishloach Manot basket-making; and a fast-paced racing game.
“All of our holidays, they’re opportunities for us to gather as a community in different ways,” Fefer said. “Watching this satirical, comedic retelling of the story of Purim and the Esther Megillah and coming together into a theater, in a synagogue, to watch these spiels and laugh together and spin the graggers when we hear Haman’s name — all of those things help us build identity and community, and I think games in particular surrounding identity, that’s a great way for a Jewish person themselves to feel seen in a game and reinforce their identity, and share their background with friends.”
Another pair of Jewish game creators, Gabrielle Rabinowitz and her cousin, Ben Bisogno, were inspired by Passover.
“The seder is kind of like an RPG in that it’s a structured storytelling experience where everyone takes turns reading and telling, and there’s rituals and things you do at a certain time,” Rabinowitz said. “It’s halfway to an RPG.”
The game became a pandemic project for the two of them, and alongside artist Katrin Dirim and a host of other collaborators, they created Ma Nishtana: Why Is This Night Different? — a story game modeled on their family’s seder. The game follows the main beats of the Exodus story, and in every game, there will be a call to action from God, a moment of resistance, a departure and a final barrier — but different characters and moments resonate depending on the players’ choices.
As an educator at the Museum of Natural History, Rabinowitz said she is often thinking about how to foster participation and confidence, and she wanted to create a game-play mechanic to encourage players to be “as brazen as her family is.” The result was an in-game action called “Wait! Wait! Wait!” — if players wish to ask a question, make a suggestion, disagree with a course of action or share a new perspective, they can call out “Wait! Wait! Wait!” to do so.
The game also includes a series of scenes that are actively roleplayed or narrated, and each includes a ritual — one that can be done in-person or an alternate remote-friendly version. For example, at one point each player must come up with a plague inspired by the new story they’re telling together, and in the remote version, players go camera-off after reciting theirs.
“The fact that it was created during the pandemic and a way for us to connect and other people to connect with each other is really the soul of the game,” Rabinowitz said. “After each person tells a plague, by the end, all the cameras are off and everyone stays silent for another minute. It’s a hugely impactful moment when you’re playing remotely. The design is interwoven in the game itself.”
Rabinowitz said by playing a story of a family undergoing these trials, the themes of family and identity deepen every time she plays the game.
“A lot of people say, ‘Wow, I’ve never felt more connected to this story,’” she said. “Embodying these characters gave me a feeling of relevance and that makes it feel important as a Jewish precept.”
For other creators, that deep connection comes in more lighthearted scenarios. Nora Katz, a theatremaker, game designer and public historian working at the Goldring/Woldenberg Institute of Southern Jewish Life (ISJL) by day, created the Jewish deli-centered game Lunch Rush, which was included in the Doikayt anthology.
“There’s also types of institutions that come up a lot in [tabletop role-playing games], especially sort of high fantasy,” she said. “Everyone meets in a tavern, there’s an inn, things like that. So the idea of a deli as a central gathering place in a world like that felt fun to me.”
An important element of Lunch Rush is that players must be eating while playing, so for Katz’s first round with friends, they got together with chocolate chip ice cream and dill pickle potato chips. She said the deli is a shared language, and her fellow players were all bringing in their own favorite things about delis they loved into the fictional place they were building together.
Tabletop role-playing games “at their core are about collaboration and relationships and storytelling and community, and for me, all of those things are also what Jewishness is about, to me they totally go hand in hand,” Katz said.
The games are not meant to be for Jewish players only. Rabinowitz said the guidebook for Ma Nishtana includes essays to encourage people to further engage with the narrative.
“Jewish players, non-Jewish players, priests, non-religious people, all different people have played it and almost all of them have told us it’s given them a new way of thinking of how they relate to religious tradition, and I didn’t really set out to do that,” Rabinowitz said. “I feel really privileged to have helped create that space.”
Rabinowitz and Bisogno also commissioned other creators to build alternate backdrops for their game, so it can be repurposed to telling the story of another oppressed people’s fight for freedom. Players can interact as embattled yaoguai, spirits from Chinese mythology; explore a Janelle Monáe-inspired Afrofuturist world; play as Indigenous land defenders; or unionize as exploited workers at “E-Shypt.”
Fefer, who has been amplifying the work of other Jewish creators in the tabletop role-playing game space, said the harm of stereotyping and reinforcing negative tropes is still present in the industry, and not just for Jewish people. For example, fans recently criticized Dungeons & Dragons publishers Wizards of the Coast for reinforcing anti-Black stereotypes in the descriptions of a fantasy race, the Hadozee.
“I think it’s a process of talking to people who are from these groups and bringing them onto your teams and making sure you’re incorporating their perspectives into, in the example of Dungeons & Dragons, a hundred-million-dollar industry, being intentional about that design and looking at things from lots of different angles,” Fefer said. “How could our branding, our games be reinforcing something we’re not even aware of?”
Fefer hopes people who play Hanukkah Goblins and Esther and the Queens feel seen and have moments of shared joy, and also that they learn something from these games — about the antisemitic tropes in fantasy, or about underrepresented groups within the Jewish community. With Esther and the Queens, Fefer collaborated with a writer and artist, Noraa Kaplan, to retell the Purim story from a queer and feminist lens, drawing on Jewish texts that the pair said shows the long presence of queer and trans people in Jewish tradition.
“We have a lot of richness within Judaism to share our culture and share our upbringing but also just be representation,” Fefer added. “We’re living in a time of heightened antisemitism and the world being a gross place to be at times, and we can really bring the beauty of Judaism into game design and create experiences for people that are both representative of Judaism and also just very Jewish experiences.”
But for all the important conversations and learning experiences that can come from Jewish tabletop role-playing games, Katz said the goofiness and joy is important, too.
“We live in such a horrendous society that is of our own making,” she said. “If you can, for a little while, enjoy an anticapitalist fictional deli that you and your friends live in, I think that’s great.”
—
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Louis Theroux’s Netflix documentary on the manosphere takes a detour into antisemitism
“LOUIS IS A DIRTY J-E-W.”
This comment features during Inside the Manosphere, a new Netflix documentary from Louis Theroux, during a conversation between Theroux and podcaster Myron Gaines, host of Fresh and Fit Podcast.
It’s not the only time someone calls Theroux a Jew; Harrison Sullivan imitates Theroux, tenting his fingers conspiratorially and leering as he says the documentarian “just sat there with his Jew fingers.”
Theroux, however, is not Jewish. He has also made several edgy documentary specials for the BBC interviewing extremist settler groups in Israel, which have received acclaim from Israel’s critics and hostility from its supporters. And either way, the focus on Theroux’s supposed Jewishness seems off topic for a documentary on the manosphere, the generalized term for the world of podcasters, YouTubers and online streamers who cater to men.
The manosphere includes both mainstream creators like Joe Rogan as well as extremists like Andrew Tate, who was arrested in Romania for sex trafficking. Most creators in this world are anti-LGBTQ and endorse traditional gender roles, often familiar stuff about how women should be the primary caregivers for children and men should be breadwinners. Sometimes, however, on the fringes of this world, there are more extreme beliefs, like that women should not have the right to vote or need to be hit as a form of discipline by men; there are even open endorsements of rape.
Theroux spends most of the documentary talking to a few of the more extreme figures in the manosphere, including Gaines, the streamer Sneako, and Sullivan, who goes by the cringe handle of HSTikkyTokky. He follows them to their gyms, meets their girlfriends and watches as they produce content, largely by accosting people — mostly young women — on the street to slut-shame them. He speaks to the adoring young men who greet them in public. He gently asks follow-up questions, such as whether they all hate women. (The content creators, to a man, insist they love women, offering as proof their desire to have sex with as many of them as possible.) He wonders aloud whether young men can actually make any money off of the get-rich-quick courses hawked by many of the manosphere influencers.
Still, none of this obviously connects to antisemitism. The manosphere generally directs its ire at women, not Jews. Why, then, was Theroux accused — because it is, clearly, an accusation — of being a Jew?
In the current world of online extremism, it can sometimes be difficult to draw connections between different extremist ideologies. There’s not a clear throughline between antisemitism and the violent misogyny of, say, incel, (involuntary celibate) forums. Nor is there an obvious connection between the pseudoscientific skepticism of the anti-vax world and hatred of Jews. And giving disillusioned young men advice on how to be more manly and succeed in the world — or at least grifting off of their desire to do so — has little to do with Jews.
But for the most part, the main reason antisemitism springs up in the manosphere or in other extremist spaces is simply because it, too, is an extremist belief, and beliefs on the fringes tend to bleed into each other. There are sometimes distorted ideas that can connect the two, like an offshoot of the age-old antisemitic conspiracy theory that Jews control world governments, which feeds into some anti-vax groups who believe that Jews are unleashing secret poison in the form of vaccines. But once you’ve decided one crazy thing is true, like that women are biologically only suited to be the property of men, so many other seemingly crazy things start sounding just as reasonable.
The comment about Theroux being a Jew came when he objected to a bit of pseudoscience Gaines presented during Fresh and Fit Podcast, asserting that women retain DNA from every man they’ve had sex with, genetic material they then pass on to children they have with a different partner. Theroux called this misinformation — because it is — and users in the chat trashed him by calling him a Jew.
Later in the documentary, Sneako gave an unprompted rant on camera about the Antichrist, Satanic symbols on magazines in a store window and the “one world government” causing it all, which, the influencer says, was started by the Rothschilds. Theroux finally pushed on the antisemitism.
“Is it Jewish in character?” he asked. “Because that does have some of the hallmarks of an antisemitic conspiracy theory.”
Sneako denied that a Rothschild-run world government had anything to do with Jews. But plenty of other influencers — including, outside the documentary, Sneako himself — have been more open. “Fuck the Jews,” HSTikkyTokky chants in a clip. In others, manosphere creators blame Jews for “feminism,” “homosexuality,” and “vibrations that are going to negatively bring you down.”
Theroux’s signature mild British mien allows him to blandly ask questions and let the influencers say whatever they want and allows the audience to observe alongside him.
He does little to explain either the antisemitism or the misogyny. That’s a strength; conspiracy theories do not operate by logic, and trying to force them into a rational framework can backfire, allowing proponents to proffer their own evidence, however faulty.
Antisemitism is an age-old hatred. Misogyny is nothing new either. That’s all they have in common. But as Inside the Manosphere shows, that’s enough for both to spread.
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Is Netanyahu dead? Has Tel Aviv been flattened? AI videos are dominating the Iran war.
(JTA) — Israeli Prime Minister Benjamin Netanyahu posted an unusual video this week: of himself buying coffee at a Jerusalem-area cafe.
It was hardly typical fare for wartime, when Netanyahu can more often be seen giving recorded addresses or touring missile damage within Israel. But the prime minister had come with an important mission: to debunk viral claims of his death.
The claims, which originated on Iranian state media last week, were picked up by social media users on Thursday after Netanyahu gave his first press conference during the war.
Zooming in on details in the seemingly innocuous address, some claimed that Netanyahu had an extra finger on his right hand and missing teeth, signs they said were key tells of AI-generated content.
“Imagine Netanyahu was actually dead this entire past week,” the pro-Palestinian TikTok influencer Guy Christensen wrote in a post on X. “It’s too good to be true but Israel has been using AI generated videos of Netanyahu ever since. One can only hope.”
From the cafe Sataf, Netanyahu issued his response to the conspiracy, posting a video on Sunday of him ordering a coffee, chatting with baristas and telling Israelis that the wars against Iran and Hezbollah in Lebanon were going well.
“They say I’m what?” the caption read. Mocking the idea that he had been killed, he joked, “I’m dying for coffee!” Then, alluding to the speculation about the earlier video, he asks, “Do you want to count the number of fingers?” before holding up each hand with his fingers outstretched.
JUST IN: Israeli Prime Minister Benjamin Netanyahu shares proof that he is alive after online users started speculating that he was dead.
Netanyahu also showed off how many fingers he has.
“We’re doing things I can’t share right now, but we’re striking hard in Iran today and… pic.twitter.com/5tyD5HImCG
— Collin Rugg (@CollinRugg) March 15, 2026
But rather than quelling the claims of his death, the Israeli leader’s response instead spurred more speculation, with users on social media calling into question details in the video including the physics of his coffee cup. In another video posted by Netanyahu on Monday, some social media users pointed to a clip where a ring seemingly disappears from his hand in one of the frames.
“ISRAEL: ‘Benjamin Netanyahu is still alive. Here’s another AI video of him as proof. Just trust me, goy,’ the antisemitic podcaster Stew Peters wrote in a post on X.
The churn of conspiratorial claims about the Israeli leader’s death, which also included an AI-generated image of him being pulled from rubble, highlights the growing challenge of combating misinformation in an era of artificial intelligence and viral deepfakes, especially during times of conflict.
The war with Iran has produced an absolute flood of fabricated imagery, from AI-generated clips circulated by pro-Iran accounts purporting to show missile strikes flattening Tel Aviv or the capture of American troops by Iranian forces. The Israeli disinformation detection company Cyabra said it identified networks containing tens of thousands of accounts that generated material garnering 145 million views in the first two weeks of the war — almost all pro-Iranian, and mostly on TikTok. (The company said during the last Israel-Iran war, in June 2025, that Iran’s internet outage had quelled disinformation bot farms located there.)
“The campaign did not spread organically. Clear coordination patterns were identified, including repeated narratives, identical videos and captions, fixed hashtag clusters, and synchronized burst posting,” Cyabra said in its report published Friday. “These tactics allowed the network to rapidly flood the information environment and dominate online discussions during key moments of the conflict.”
The videos have left some of Israel’s critics confident that the country has been battered far beyond what has been officially reported.
But even Israeli television has not been immune, airing its own misinformation too — albeit unwittingly.
Channel 12 News last week aired a night-vision clip that it said showed American B-2 stealth bombers over Iran flying in formation with F-18 fighter jets.
ניר דבורי הציג סרטון של “מפציצי B2 בשמי איראן”
העובדות: מדובר בסרטון שלקוח מתוך משחק מחשב.
בשרשור: הסרטון המקורי שפורסם במרץ 2023 ביוטיוב.קרדיט: @ItayBlumental @manniefabian pic.twitter.com/zJCugreDZM
— בודקים (@bodkim2022) March 8, 2026
Within hours, the clip was identified not as a Pentagon release, as Channel 12 military correspondent Nir Dvori had suggested on air, but as footage from the combat flight simulator Digital Combat Simulator World. Itay Blumental, Dvori’s counterpart at rival public broadcaster Kan, wrote on X that the footage was “indeed incredible, but also lifted from a video game,” sharing the same YouTube clip from March 2023.
During Monday evening’s broadcast, Dvori apologized and said the mistake was “entirely mine,” but did not specify which footage he was referring to, leaving viewers who had missed the earlier segment with little indication of what had gone wrong. The news network also issued an apology, saying it would “examine its procedures.”
The right-wing Channel 14 also aired the clip — more than once.
i24 News made a similar mistake, the Haaretz newspaper reported, airing a video it treated as apparent footage of an American strike on Iran, though the clip was also from Digital Combat Simulator World.
The segments quickly became internet fodder, with social media users lampooning the news networks and posting their own tongue-in-cheek “exclusive war footage.”
Omer Babai, who runs Kan’s social media, posted a GIF on X of shoot ’em up video game Chicken Invaders, saying it showed “American bombers in Iranian skies.”
Another X user quipped: “Nir Dvori: Iran scattered mines across the Strait of Hormuz,” alongside a screenshot of vintage PC game Minesweeper.
A third posted an image of fellow 1990s gaming staple “Digger,” with the caption: “Exclusive footage of Sinwar in the tunnels of Gaza,” referencing the Hamas chief killed by the IDF. Street Fighter and Pac-Man made cameo appearances too.
Channel 14, widely seen as sympathetic towards Prime Minister Benjamin Netanyahu, is no stranger to broadcasting dubious footage. Earlier in the war, the channel aired a video it said showed crowds in Tehran appearing to express support for the Israeli premier with chants of “Bibi joon” — a Persian term of affection translated roughly as “dear Bibi.” But the online Israeli fact-checker FakeReporter later said the chant had been generated with artificial intelligence.
But the B2 gaffes are one side of a much wider phenomenon.
One viral clip, shared across X, TikTok and other platforms, appeared to show missiles pounding Tel Aviv and apartment blocks collapsing under a barrage. AFP and several other outlets found it had been generated using AI, citing telltale distortions in cars, rooftops, smoke trails and even the placement of an Israeli flag sans pole. The Grok AI chatbot on X, however, helped amplify the video, with repeated assurances that “the video is real,” AFP reported.
After the video was exposed as AI-generated, an X account under the name Abdulruhman Ismail, one of the first to share the footage in a post that drew 4 million views, said he would leave it up “because the scene reflects, painfully, what Gaza has endured under Israeli bombardment.” He added, “I am keeping this post for transparency. The video may not be real, but the devastation it evokes is real, and it mirrors what Palestinians have lived through.”
During the June 2025 war, pro-Iran accounts similarly circulated fake videos and images claiming to show strikes devastating Tel Aviv as well as Iranian forces downing Israeli F-35s.
Australian wire AAP debunked several fakes from this round of conflict, including a video claiming that an Iranian strike set a CIA facility in Dubai ablaze, as well as a fabricated image purporting to show late Iranian supreme leader, Ayatollah Ali Khamenei, dead under a pile of rubble.
A separate fabricated clip that racked up tens of millions of views purported to show the Burj Khalifa engulfed in flames as crowds rushed in its direction.
The Tehran Times also shared false images and false reports of extensive damage to the US Navy’s Fifth Fleet headquarters in Bahrain.
Iran’s embassy in Austria posted an AI image of a child’s backpack, claiming it was taken at the Minab school in Iran that was hit on the first day of the war.
Tasnim, the Iranian state-affiliated news agency, shared an AI-generated image on X purporting to show an American radar installation in Qatar destroyed in an Iranian strike, The New York Times reported. The paper said Iran’s propaganda “appears focused more on swaying international audiences,” portraying the “success of Tehran’s counteroffensive in effusive terms.”
But X’s head of product told the BBC that 99% of the accounts spreading AI-generated war videos were trying to “game monetization,” posting sensational content to rack up engagement and qualify for payments through the platform’s creator revenue program. The social media giant announced that it will temporarily suspend creators from the program if they post AI-generated videos of armed conflict without disclosing that they were fake.
British politician George Galloway posted a video last week containing AI imagery in which he narrates that the “apocalypse is burning Tel Aviv,” that the city “now looks like Gaza,” and that air defenses over Tel Aviv are “no longer operational.” He says his information came from friends on “Sheinkin Street, Tel Aviv, near Dizengoff Square.”
Former Israeli spokesman Eylon Levy seized on the canard, posting reaction videos of sun-soaked beach scenes and one of himself at Dizengoff Square, casually sipping an iced coffee with the very much intact plaza behind him.
Some people responded to the video by cheering Levy on, saying that they, too, were enjoying a beautiful day in a mostly intact Tel Aviv. But others resisted the evidence in front of them. “Cheap Jew propaganda,” one commenter wrote. “It’s basically flattened out.”
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Jews decry UK newspaper for appearing to justify attack on bakery founded by Israelis
(JTA) — A Guardian column that seemed to rationalize the targeting of a popular Israeli-founded bakery has ignited controversy in the British Jewish community.
The March 14 piece in the British daily, by sports and culture writer Jonathan Liew, came days after the newly opened north London branch of Gail’s was repeatedly vandalized, with its windows smashed and red paint and pro‑Palestinian slogans daubed on its doors.
The Board of Deputies of British Jews denounced the vandalism, saying that “targeting a business on the basis of alleged or perceived Israeli and or Jewish connections reflects a very worrying trend.”
Liew, meanwhile, described the bakery chain’s expansion into diverse neighborhoods as a form of “aggression,” implying that its presence near a Palestinian-owned cafe was inherently provocative.
Critics, including British Jewish media, communal leaders and online commentators, accused Liew of rationalizing an attack on a business they say is being targeted solely because of its founders’ Israeli heritage. Gail’s was founded in the 1990s as a wholesale bakery by Israeli baker Gail Mejia, who with an Israeli partner opened a storefront bakery in 2005. In 2021, the company, today with close to 200 stores, was acquired by the American investment firm Bain Capital.
“We are a British business with no specific connections to any country or government outside the UK,” a spokesperson for Gail’s told the Jewish News. “Our focus right now is on working with the authorities and making sure our people feel safe and supported.”
Although the Guardian piece acknowledges Bain’s ownership, it also notes allegations that the investment firm “invests heavily in military technology, including Israeli security companies.” As a result, wrote Liew, “its very presence 20 metres [65 feet] away from a small independent Palestinian cafe feels quietly symbolic, an act of heavy-handed high-street aggression.” High Street is the British equivalent of “Main Street.”
Pro-Palestinian demonstrators had protested the opening of the branch in the days before the vandalism.
A spokesperson for the Israeli embassy in the U.K. told The Daily Mail that Liew’s article was “an astonishing exercise in bigotry disguised as moral commentary.”
“Beneath its surface lies a familiar and ugly trope: the repackaging of anitsemitic prejudice in fashionable political language,” said Alex Grandler.
The debate, playing out in fiery messages on social media, has highlighted broader concerns about Jewish-owned businesses in Britain being cast as proxies in disputes over the Middle East. In 2025, the Community Security Trust, Britain’s main antisemitism watchdog, recorded 20 incidents involving vandalism at Jewish businesses and organizations.
“In the Guardian’s hall-of-mirrors morality, smashing up a shop because it was founded by Jews is just a touching little political tantrum,” Jewish News editor Richard Ferrer wrote in a column.
In the Guardian piece, Liew seemed to sympathize with the Palestinian-owned cafe in the neighborhood, Cafe Metro, for having been the frequent victim of “pro-Israel activists” who “regularly descend on it to slap stickers on its windows reading ‘Stop killing people’ and ‘One of these days you’ll thank us.’” At the same time, he referred to the window-smashing at Gail’s among the “small acts of petty symbolism” that grow out of Palestinian frustration with their failure to exert influence on the Israel-Palestine debate.
Hadley Freeman, a former columnist for the Jewish Chronicle who now writes a column for The Times, called out Liew for applying an apparent double standard.
“So let me get this straight,” she wrote on X. “1. Petty activism against a Palestinian-owned cafe is bad (agreed!) 2. But *violent* activism against a cafe that people associate (wrongly!) with Israel is justified and understandable.
“Update your rule book accordingly!” she added.
CAMERA UK, a media watchdog group that monitors coverage of Israel, said it had contacted the Guardian, asking if Liew’s column met its “editorial standards.”
“We know the answer, but are nonetheless hoping to see how they justify Liew’s latest defense of antisemitism,” CAMERA said in a statement.
A Guardian spokesperson did share a terse reply with The Daily Mail. “Complaints about Guardian journalism are considered by the internally independent readers’ editor under the Guardian’s editorial code and guidance,” the spokesperson said.
The controversy even reached across the Atlantic. “Good grief — Gail’s is just a bakery!” Patricia Heaton, the actress and conservative political activist, wrote on X. Heaton said she ”had no idea it had any connection to Israel or the Jewish people. But now I want to support it even more.”
Public defenses of the article have been limited, though some pro-Palestinian activists online argued that Liew was only describing the motivations of the protesters rather than endorsing vandalism.
Liew hasn’t responded to the criticism of his column, although he pinned the article to the top of his Bluesky social media account, with the message “the war at home.”
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