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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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Workplaces open, schools remain shut — and Israeli parents pull out their hair over wartime Zoom classes
(JTA) — TEL AVIV — When news broke that Israel might gradually reopen schools in areas considered safe enough, Yael Daniel, a mother in Bat Yam in the missile-hit center of the country, joked that she was “moving north.”
The war has shut schools and pushed children onto Zoom learning while many parents, like Daniel, keep working. Trying to supervise remote lessons for her three children, ages 6 to 8, who have attention difficulties, while holding down a full-time job has turned each day into “a nightmare,” she said.
“These are kids that need to be in a serious routine, and they’re not, and it’s really hard. I’m suffering,” she said.
The strain intensified after the IDF’s Home Front Command allowed workplaces to reopen last week under updated wartime guidelines, even as the education system remained closed.
Israeli actress and mother of two Meshi Kleinstein was one of many parents who took to social media as the decision drew anger and disbelief. “What a delusional country. Who looks after the children when the parents return to work?” she said on Instagram.
In response to the outcry, Finance Minister Bezalel Smotrich announced Sunday that one parent in households with children under 14 would be allowed to take unpaid leave while the education system remains shut.
The move prompted further backlash from parents who say it effectively forces families to choose between supervising children at home and losing income.
And for some, like Zehavit, who was speaking from a bomb shelter during a siren in the central city of Jaffa, it didn’t make sense. “Just because my child is 14, does that automatically mean he’s fine to be alone and run to the shelter by himself in the event of a siren?”
Outside the shelter, another mother, Renana, said the arrangement has forced her to reorganize her workday around her son’s online classes.
“I have one child in first grade. Since the Zoom classes started I work less because he uses my computer,” she said.
“He has three consecutive hours with different teachers and I need to sit next to him so he can communicate with them, which means I’m listening to the whole lesson and not working.”
Claire Bloom Moradian spends her days shuffling her children between school Zooms, extracurricular Zooms and playdates just to approximate a routine. “It’s just chaos, I’m absolutely exhausted,” she said.
In a Facebook post, Rachel Sharansky Danziger recounted that the return to Zoom after Oct. 7 was “the straw that broke the camel’s back,” leaving her so overwhelmed that she called a mental health hotline at the time, unable to understand why “all the death, the kidnappings, the horror” had not broken her, but remote learning did.
Zoom had revived the helplessness of the Covid years, she said, with too few devices, constant technical glitches and children yelling that nothing was working — all against a backdrop of dread about what might be looming outside the apartment doors.
“I can be strong,” she had told the woman on the other end of the helpline. “I can be positive and supportive and encouraging and manage myself and the domestic and social arena around me with precision and strength and awareness of the needs of those around me. But I can’t do all of this while trying to solve dozens of technological problems every morning.”
Education Minister Yoav Kisch said on Monday morning that he is examining a gradual reopening of schools using a color-coded system, with institutions expected to resume first in areas classified as “yellow,” meaning places where security conditions and access to protected spaces would allow limited in-person learning, with parents responsible for getting children to school.
About 40% of Israeli schools cannot offer all of their students access to bomb shelters if a siren sounds, according to data released this week.
Kisch’s terminology was another reminder of the pandemic-era, in which cities were ranked by color according to infection levels, with tighter restrictions in “red” areas. On social media, some parents greeted Kisch’s proposal with weary sarcasm. “Ah, yes, the color chart. Because that went so well the first time,” one person tweeted in response.
Municipal leaders were divided over whether to implement Kisch’s plan. Haifa Mayor Yona Yahav said the city would keep schools closed for now, saying he had “no intention of endangering students, drivers, and teaching staff,” as officials weighed the risks of transporting children during ongoing alerts. Others signaled they would move ahead. Roy Levy, mayor of nearby Nesher, said schools would reopen in line with Home Front Command guidelines, calling a return to classrooms “an emotional and social need.” Jerusalem Mayor Moshe Lion also said he would partially reopen the city’s education system, citing the need for “a routine, an educational framework and meetings with friends and teachers.”
But by Monday evening, Kisch was forced to backpedal after the IDF’s Home Front Command said that wartime restrictions would stay in effect across the country, keeping schools shut for now. A limited reopening may be attempted again starting next week — or not.
In one of the darkest incidents to emerge from Israel’s forced return to Zoom schooling, a teacher in Jerusalem was attacked by her partner in front of her students during an online lesson. He struck her in the head and smashed objects in their home before being arrested, later telling investigators he had acted out of “feelings of jealousy.”
Reports of domestic violence in Israel tend to rise during periods of war and home confinement. Data compiled after Oct. 7 showed a 28% increase in calls to Israel’s welfare ministry hotline related to domestic violence, sexual abuse and child neglect during the first months of the war.
Not everyone viewed Zoom as futile. Nataly Peleg, a first-grade teacher, said the classes are less about academics than about giving children a welcome distraction — even if she does not compel her own children to join theirs.
“It’s not so much whether they learn or not,” she said. “It’s about being together for a bit and focusing on something that isn’t the sirens and the surreal situations around us.”
Some children find the classes comforting, she said, while others are simply waiting for them to end or do not join at all. Still, she said, many parents have told her they appreciate the effort. “If even a handful of kids feel a bit better, it’s worth it,” she said.
Daniel, for her part, is trying to keep things in perspective. Despite feeling “super overwhelmed,” she said she is thankful her family is safe.
“Things could always be worse,” she said. “I’m just grateful we are all OK.”
In her post, Danziger said she was passing on the advice the hotline counselor had given her more than two and a half years ago.
“Don’t. Don’t let distance learning control you,” she said, adding that “nothing terrible would happen if your kids don’t join some of the Zooms — or, to be honest, all of them.”
While “we parents may not be bombing Tehran or deciphering nuclear secrets right now,” she wrote, “the responsibility for our children’s education and the functioning of our homes is still in our hands.”
The post Workplaces open, schools remain shut — and Israeli parents pull out their hair over wartime Zoom classes appeared first on The Forward.
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Ted Cruz says GOP not ‘winning’ fight against antisemitism from figures like Tucker Carlson
(JTA) — WASHINGTON — Some speakers struck a hopeful note during an antisemitism symposium on Tuesday morning hosted here by the Republican Jewish Coalition and National Review.
Ted Cruz was not one of them.
“Norm [Coleman, chair of the RJC] just said that we are winning. And I applaud him for that, because I want us to be winning,” Cruz said. “But I’m not sure it is accurate as a descriptive matter that we are winning right now.”
Cruz was referring to an ongoing battle within the Republican party over figures like Tucker Carlson and Candace Owens, conservative influencers who’ve spread antisemitic conspiracy theories.
It wasn’t the Texas senator’s first time speaking to the RJC crowd with grave warnings about right-wing antisemitism and anti-Israel rhetoric. He called antisemitism “an existential crisis in our party” at the RJC’s annual summit in November, which was held shortly after Carlson gave a friendly interview to avowed antisemite Nick Fuentes.
Four months later, Cruz’s speech served as a sobering follow-up: “This is the beginning of a battle where our nation, our beliefs, our Constitution, the principles that built America, are under assault. And we need to gird ourselves for battle and defeat this garbage,” he said Tuesday.
Cruz was far from the only speaker stressing the importance of rooting out right-wing antisemitism at the half-day symposium. The 100 or so attendees at the Museum of the Bible heard from speakers on how antisemitism is spread via social media, on policy responses to antisemitism, and why American exceptionalism is said to be inextricable from Jewish exceptionalism.
Cruz seemed to contradict Coleman’s assertion that “we are winning and they” — that is, “prominent polemicists” like Carlson, Owens and younger figures like Fuentes and Florida gubernatorial candidate James Fishback, who traffic in “ancient hatred” — are “losing.”
Nonetheless, Coleman said in an interview after the event, he and Cruz are on the same page.
“First of all, I’m an optimist. Second of all, I could understand Sen. Cruz’s concern,” said Coleman, suggesting that Cruz didn’t want to leave the impression that the GOP’s internecine battle over antisemitism was over and “this isn’t a fight that has to be fought.
“It has to be fought tooth and nail because it’s so critically important,” said Coleman.
He added, “We haven’t won the fight. I think we’re winning the fight — and by the way, that’s shown in the fact that 85-90% of Republicans are on our side.”
Still, Coleman — who said in his public remarks that they are “not fringe figures whispering in dark corners,” and that they “have large megaphones” — later dismissed Carlson, Owens and Fuentes as being “fringe voices on our side.” Cruz, on the other hand, said during his remarks that antisemitism “is gaining real purchase, especially with young people.”
“I don’t want to wake up in five years and find myself in a country where both major political parties are unambiguously anti-Israel and unapologetically antisemitic,” Cruz said. “And I think that is a real possibility. If Tucker and his minions prevail, that will happen.”
To stop that from happening, Cruz said Christian pastors need to fight Carlson “on theological grounds” by dispelling the replacement theory that Carlson “aggressively” pushes. He also said there should be an effort to “follow the money” because he suspects that “many of these influencers are cashing a check” from countries like Qatar, Russia and China, as part of “an operation to destroy America.”
Cruz was far more explicit in his condemnations of Carlson than he’d been in November, when he held back from using the former Fox News personality’s name.
“I believe Tucker Carlson is the single-most dangerous demagogue in this country,” Cruz said on Tuesday, drawing applause.
“And I’ll tell you,” he said, “I’ve made the decision that I’m going to take him on directly.”
The debate over antisemitism and figures like Carlson and Owens has roiled the American conservative movement. More Republicans have weighed in over the last few months, including Trump, who said last week that Carlson is “not MAGA” after the commentator criticized American and Israeli strikes on Iran. Meanwhile, Vice President JD Vance has not publicly denounced Carlson, drawing skepticism and growing impatience from some Jewish Republicans.
Cruz blasted his fellow Republicans who have not publicly condemned Carlson.
“Nick Fuentes is easy to denounce,” he said. “I actually think it’s a tell among Republican politicians — if they’ll denounce Fuentes but are scared to say Tucker’s name, that tells you a great deal.”
Cruz did not name any such politicians.
The post Ted Cruz says GOP not ‘winning’ fight against antisemitism from figures like Tucker Carlson appeared first on The Forward.
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‘Path to Normalization’: Lebanese President Turns on Hezbollah, Calls for Israel Talks
Lebanese President Joseph Aoun looks on during a meeting with Cyprus’ President Nikos Christodoulides at the Presidential Palace in Nicosia, Cyprus, July 9, 2025. Photo: Petros Karadjias/Pool via REUTERS
Lebanese President Joseph Aoun on Monday accused Hezbollah of dragging Lebanon toward becoming a “second Gaza” with its rocket attacks on Israel and called for negotiating a full ceasefire with Jerusalem, saying the launches served “the Iranian regime’s calculations” and risked “collapsing” the country.
Aoun’s remarks, among the most direct criticism of Iran-backed Hezbollah by a Lebanese president in years, accused the Islamist terror group of launching rockets as an “obvious trap” to lure his country back into a conflict with Israel.
“Whoever launched those rockets wanted to secure the fall of the Lebanese state, under aggression and chaos, even at the price of destroying dozens of our villages and the fall of tens of thousands of our people. For the sake of the Iranian regime’s calculations,” Aoun told European Commission President Ursula von der Leyen and European Council President António Costa in an online meeting.
Earlier this month, he added, the Lebanese government made “a clear and irrevocable decision” barring any military or security activity by Hezbollah.
An Israeli coalition of former diplomats, security experts, and business leaders called Aoun’s remarks a “courageous” and potentially “historic” opening by a Lebanese government seeking to disarm Hezbollah.
“Israel must seize the moment to create the necessary conditions for shaping a negotiated reality along the northern border — one that would constitute a significant strategic victory against Iran and further isolate it,” the Coalition for Regional Security said in a statement.
The group praised the “anti-Iranian Lebanese government” for seeking to disarm Hezbollah, but warned that “it is unable to accomplish this task alone.”
According to Lianne Pollak-David, the coalition’s founder, the current US-Israeli strikes on Iran were creating more space for Beirut to confront Hezbollah openly.
“The more Iran is weakened and isolated, the more the Lebanese government feels confident going directly and publicly against Hezbollah,” she told The Algemeiner.
But Pollak-David argued the Lebanese government could not disarm Hezbollah on its own and would need help from outside powers, including Israel. That, she said, would force Israel to walk a “very tricky fine line” to break Hezbollah on the one hand, without leaving Beirut to absorb the blowback by itself.
She called for “collaborating with the Lebanese government, leveraging all the regional coalition that has been formed around this war, and, under [US President Donald] Trump’s leadership, pushing for a new reality in Lebanon.”
Iran’s military and political incapacitation could even open the way to more regional peace agreements, she said.
“Everything is connected,” Pollak-David said. “The more Iran is isolated and the more its proxies are weakened, the more we’re seeing all the moderate forces in the region coordinating and collaborating,” increasing the chances of “Israel-Lebanese normalization and Israel-Arab normalization altogether.”
But Hezbollah expert Lieutenant Colonel (Res.) Sarit Zehavi offered a far more skeptical view, questioning whether Aoun’s remarks signaled any real change on the ground.
“I don’t see the difference between Aoun’s remarks now and his remarks when he was elected, except for the willingness to have direct negotiations with Israel,” she told The Algemeiner.
When Aoun took office in January of last year, he said Lebanon must eventually ensure weapons are held only by the state, but he also said repeatedly that this had to happen through dialogue, not confrontation.
“The biggest question at stake, which I don’t get an answer to, is whether Aoun’s army is willing to clash with Hezbollah, because that is what it will take to disarm it,” Zehavi said, noting Aoun’s fear that such a clash could lead to civil war.
She pointed to reports from Monday that Hezbollah operatives arrested while transporting weapons south were released almost immediately on token bail of $20, which she said showed how little appetite Beirut had demonstrated for a real confrontation with the terrorist group.
Zehavi, who founded the Alma Center — a research center that focuses on security challenges relating to Israel’s northern border — said Aoun would need to do far more than denounce Hezbollah or talk about state authority over weapons before Israel could treat his government as a real partner. The first step, she said, was for his government to formally outlaw Hezbollah and take concrete action against it.
“I will be much more convinced in Aoun’s good intentions if he designates Hezbollah as a terrorist entity,” she said. “Meanwhile, I don’t think we should negotiate with this Lebanese government.”
Until then, she said, Israel should keep up its attacks on Hezbollah, particularly south of the Litani River, located roughly 15 miles from the Israeli border.