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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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Troy Jackson wins Maine Democratic Senate nomination, keeps mum on Israel, AIPAC
(JTA) — BANGOR, Maine – Troy Jackson accepted the Democratic nomination for Maine’s U.S. Senate race on Saturday with no mention of Israel, sidestepping an issue that has become a focal point for many Maine Jews as they assess the party’s new standard-bearer.
Jackson secured the nomination in a landslide 566 to 5 vote by delegates at the nominating convention. Saundra Pelletier, the only remaining challenger after the rest of the field dropped out in the days leading up to the gathering, picked up the handful of votes that didn’t go to the winner.
While Jackson took several shots during his acceptance address at Sen. Susan Collins, the incumbent Republican he will now face in the general election, it was Pelletier who used her remarks to specifically malign Collins’ voting record on Israel.
“She voted to increase federal funding in defensive arms for Iran, and did not vote to take moderate measures to hold Netanyahu accountable,” Pelletier said, receiving a chorus from the crowd.
The victory for Jackson came after the state’s former Democratic nominee, Graham Platner, a staunch Israel critic, left the race earlier this month amid a sexual assault allegation, which he has denied. The resulting scramble to replace him upended the Democratic primary and prompted fresh scrutiny from Jewish Mainers of Jackson’s recent evolution on Israel.
Jackson, a former state lawmaker and union advocate, had previously said little publicly about the Israeli-Palestinian conflict during his two-decade career in state legislature. However, during the race to replace Platner, he has embraced the term “genocide” to describe Israel’s war in Gaza and called for an end to U.S. military aid to Israel on his campaign website, both positions championed by Platner before his exit. Jackson also has said he wouldn’t accept any funding from AIPAC.
But on Saturday, as a sea of supporters sporting his campaign’s blue and yellow “Troy Jackson” t-shirts cheered their new nominee, Jackson omitted any mention of Israel from his remarks. Instead, Jackson reaffirmed his commitments to passing Medicare for all, supporting union rights and restoring abortion rights nationwide, among other issues.
During his address following the decisive victory, Jackson also offered a message to Maine voters who remain on the fence:
“Whether you supported me from the beginning, supported another candidate, or are still deciding what you think of this fifth-generation logger from Allagash,” Jackson said. “I’ve always known this, that your trust has to be earned, and so I want you to hear this directly from me. There is a place in this campaign for all of you. There is work for you in this movement, and I will spend every day, now through November, earning that trust because today we turn the page.”
Amy Fried, a professor emerita of political science at the University of Maine who attended Saturday’s conference as an alternate delegate but did not cast a ballot, said that while she believed Jackson had addressed Israel in the lead-up to Saturday because “a lot of people are interested in the topic,” his speech reflected the issues he had been “concerned about his whole political career.”
“Obviously, he’d have to take votes on foreign policy and funding when he’s in the Senate,” Fried said. “But I think that his main interest is always in issues that have to do with housing and healthcare, you know, all of the matters that are sort of more day-to-day kitchen table issues.”
While Jackson avoided revisiting his recent stances on Israel, which have raised concern among some Jewish voters in Maine, about a dozen pro-Palestinian protesters rallied outside the convention hall in support of his candidacy.
“It’s a really positive step that you have nominated Troy Jackson,” one protester shouted through a megaphone. “I think he’s going to be a strong voice for the kind of values that I believe in and the people of Palestine, the children of Iran, and all the other places the U.S. bombed.”
Ronna Lugosch, a 71-year-old Jewish grandmother and delegate from Round Pond, Maine, said that she was “more excited now than I was before” about Jackson’s candidacy.
Lugosch, who supports Jackson’s stances on Israel, said she hadn’t noticed he had left the topic out of his remarks. “Unfortunately, it’s a sensitive topic, so that’s my guess that maybe he didn’t bring that up because it was just too much,” Lugosch said. “You know, he was being careful.”
Still, Lugosch said that she was “really impressed with all his comments about working people and organizing.”
“I’m going to campaign for him because we need to get rid of Susan Collins,” Lugosch said. “Before it was more of a sort of a defensive stance, but now I’m supportive, and so I feel better about going out into the community.”
This article originally appeared on JTA.org.
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Maine Democratic Senate nominee Troy Jackson raises eyebrows in the Jewish community
(JTA) — BANGOR, Maine – Throughout his two-decade-long career as a state lawmaker in Maine, Troy Jackson built his political brand around labor and economic issues.
But as the former logger and state Senate president now seeks a seat in the U.S. Senate, Jackson has begun staking out positions on something new — Israel.
Facing one of the Democratic Party’s most divisive issues, Jackson has embraced the label “genocide” to describe Israel’s war in Gaza and called for an end to U.S. military aid to Israel.
“This is unconscionable. Anybody with eyes and a heart knows the Israeli government is committing genocide in Gaza. It has to end, and we as Americans have the power to end it,” Jackson wrote in a post on X on July 9, responding to reports of a Palestinian aid worker killed by Israeli strikes. “When I’m in the U.S. Senate, I’ll never vote in favor of US taxpayer-funded military aid to Israel.”
A week later, Jackson also inveighed against AIPAC, the pro-Israel lobby that has become a frequent target of progressives.
“I pledge to lead for Maine voters by rejecting attempts to buy influence through unlimited personal wealth and dark money,” Jackson wrote in a post on X. “That means rejecting all money from corporate PACs, AIPAC, and lobbyists from Big Oil and Big Pharma.”
For some Jews in Maine, Jackson’s emergence has prompted unease. Some worry that his embrace of the term “genocide” reflects a troubling shift in Democratic primaries across the country that many Jews have found alienating. Other Maine Jews, while somewhat hesitant, see the longtime Democrat as a pragmatic choice to represent the state and say they prefer him over Platner.
Jackson’s newfound efforts to speak out forcefully on Israel comes as he is likely to secure the Democratic nomination Saturday to take on Republican Sen. Susan Collins in a high-profile race that could determine control of the Senate.
His policy statements and comments about Israel have mirrored the broader evolution of the race since the collapse of Graham Platner’s campaign earlier this month. Platner, a staunch critic of Israel, bowed out of the race earlier this month following a sexual assault allegation that he has since denied. In the days that followed, some of the Democratic candidates who emerged to replace Platner but then dropped out, including Shenna Bellows and Jordan Wood, also began using the term “genocide” for the first time.
Jackson’s campaign did not respond to a Jewish Telegraphic Agency request for comment about his views on Israel.
For some Jews in Maine, Jackson’s sudden emphasis on Israel has raised questions about whether his positions reflect a deeply held conviction or an effort to win over Platner’s supporters.
“I do think that his rhetoric on Israel has been kind of like a ‘pick me’ appeal to the perception of what the Platner base is feeling about the whole thing,” said Brian Kresge, president of Congregation Beth Israel in Bangor, who said he largely votes for Democrats. “I don’t know whether it’s a closely held position because it’s not something he said much about during the gubernatorial race (Jackson came in third place in the governor’s race). It’s not something I’ve ever heard him talk about in his other forays in politics.”
Rabbi Bill Siemers, the leader of Beth Israel, Maine’s oldest active synagogue, said that he had found “no evidence” in Jackson’s “social media or in his talks that this was an issue for him before very recently, and it’s clear to me and to others that he brought this up so he could be the Senate nominee.”
“Now we know where we are. We know where we stand, that this, at least in the upper levels of the Maine Democratic Party, this is a requirement, and that’s not good,” Siemers said, referring to the label of genocide.
“I don’t think Jews want to have to go to the polls and vote on the basis of that, but they will,” he added.
Jackson’s rhetoric on Gaza earned praise from Our Revolution, the group formed by Vermont Sen. Bernie Sanders to advance the progressive movement. Jackson has won endorsements from both Sanders and Our Revolution, as well as left-wing streamer Hasan Piker, California Rep. Ro Khanna and Maine’s Democratic Socialists of America chapter.
“Troy Jackson doesn’t do word salad. He calls a genocide a genocide and says he’ll never vote for taxpayer-funded military aid to fund it,” the group wrote in a Facebook post earlier this month. “That’s what Maine voters delivered a historic win for on June 9, what other contender in Maine will actually say it?”
Jackson, 58, is a fifth-generation logger from northern Maine and first entered politics in 1998 by leading a logging blockade along the Maine-Canada border to protest corporations hiring low-wage foreign workers. In 2000, he launched an unsuccessful Republican bid for the state House before later winning a seat two years later as an independent.
He ran again for re-election in 2004 as a Democrat and won, kicking off a two-decade long career in state politics where he maintained strong union ties and progressive views. Jackson also once voiced opposition to same-sex marriage and abortion, both positions he has since reversed.
In 2024, at the Maine State Democratic Convention, Jackson, who served as convention chairman, reportedly attempted to quiet down a small group of pro-Palestinian protesters who called Maine Rep. Jared Golden a “war criminal” during a video celebrating the Jewish congressman.
“I believe in the ability of people to demonstrate and protest,” Jackson said amid the outburst. “There is a time for that.”
Earlier this year, Jackson came in third place in the state’s Democratic primary for governor. During his campaign, he pledged not to take “dark money,” but did not specifically reject AIPAC, which typically spends in federal races.
During Platner’s campaign, Jackson campaigned alongside him and endorsed his candidacy until Platner was accused of sexual assault. Following the allegation, he joined other progressive leaders in calling for Platner to drop out.
Going into Saturday’s nominating convention, Kresge said that there was still a “palpable sense of relief” among the local Jewish community that Platner, whose Nazi-linked tattoo had sparked outcry among Jewish Mainers, was out of the race.
“Troy Jackson may sound alike on a lot of these issues, but he’s not burdened by – well, he is burdened by some accusations and stuff —but he’s not burdened by a Reddit history,” Kresge said. “He has an actual political resume to run on.”
While some Jewish Mainers questioned Jackson’s recent rhetoric on Israel, others said his long record in local government offered some assurances.
“I don’t know Troy Jackson, but I think having a resume to fall back on, and having been in the position where he’s had to make compromises and understand the difference between spouting a popular slogan versus getting things done, I think is a small measure of comfort,” said Matt Tzuker, a Jewish resident of Portland.
Maine State Rep. Laurie Osher, who is Jewish and said she was ready to vote for Jackson, said that she hoped that Jackson would be able to “keep up the momentum” that Platner had gained during his campaign.
“He’s got my vote because I have worked with him,” Osher said. “For every moment that I found him doing something I didn’t think was great, he was also open to me telling him why I didn’t think it was great, and I saw him do better.”
This article originally appeared on JTA.org.
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MAGA influencer Laura Loomer mounts Jewish apology tour in Ukraine, meeting with Zelensky and rabbi
(JTA) — MAGA firebrand Laura Loomer, who is warring with anti-Israel figures on the right, is invoking her Judaism as she pulls an about-face on a former hobbyhorse of hers: Ukraine.
Loomer interviewed Ukrainian President Volodymyr Zelensky on a visit to the country this week, asking him about his Jewish identity and the country’s antisemitism policies. She also sat down with influential rabbi Moshe Azman as Ukraine’s punishing war with Russia drags into its fourth year.
In a series of tweets, she apologized for her past assertions that Ukraine is “full of Nazi sympathizers,” and that Zelensky was “a self-hating Nazi Jew.”
“I admit it, I fell for Russian propaganda,” Loomer, who wields considerable influence with President Donald Trump, wrote Friday after sharing “a lovely Kosher dinner” with Azman’s family. She also visited a historic Kyiv monastery recently shelled by Russian drones and invited Zelensky to make his case for why supporting Ukraine was “America First.”
Loomer’s Jewish Ukraine tour comes as the American right is splintering, largely between pro- and anti-Israel factions — pitting the likes of Loomer and Jewish pundit Ben Shapiro against those aligned with pundit Tucker Carlson.
Military aid to Ukraine has served as a tension point between the hawks and isolationists since Russia’s invasion in 2022. The two issues have become increasingly intertwined, with the right’s loudest anti-Israel voices opposing the U.S.-Israel war against Iran and also projecting weariness around supporting Ukraine.
Vice President JD Vance, whose language on Israel and Jewish issues has alarmed some Jewish leaders, took credit for halting U.S. aid to Ukraine earlier this year. Vance’s associate Carlson, who has recently turned on Trump and broken with the Republican Party, conducted a softball interview with Russian President Vladimir Putin in 2024. The U.S. Senate will vote on a new joint Russia-Iran sanctions bill next week.
Trump himself exhibited closeness with Putin during his first term and, together with Vance, chastised Zelensky during a White House meeting last year. But his administration has indicated a recent willingness to try to end the war on terms sympathetic to Ukraine, and the two leaders are scheduled to meet in the White House next week.
Loomer, too, formerly exhibited pro-Russia tendencies, including writing for the Russian-owned English-language outlet RT. More recently, she has feuded with other right-wing media figures, including Carlson, Candace Owens and Joe Rogan, often citing her pro-Israel views as the reason for the falling-out. Unlike a growing number of pundits on the right, she has also continued to cheer on the war with Iran even as its support has sunk across party lines and other commentators have sought to cast blame onto Israel.
Loomer has also used inflammatory rhetoric toward Muslims, calling on Trump to pass “a Muslim Ban as it was intended to be” after New York City Mayor Zohran Mamdani called Israeli Prime Minister Benjamin Netanyahu a “war criminal” earlier this week.
In her Zelensky interview, filmed at the Ukrainian presidential palace and released in full on Friday, Loomer tried to play partisan politics. She unsuccessfully urged him to call Trump the best president in history and told him that his 2024 visit to a Pennsylvania munitions factory alongside Democratic Gov. Josh Shapiro was “one of the reasons why a lot of Americans came to dislike you.” (Shapiro, who is also Jewish, was at the time a prominent campaign surrogate for then-Vice President Kamala Harris, who was running for president.)
Loomer sought a Jewish connection with the president, telling him, “I’m Jewish, you’re Jewish. We share that in common.” Zelensky, who rarely publicly comments on his Jewish heritage, highlighted that Ukraine earlier this year passed a law criminalizing antisemitism.
“It’s illegal, antisemitism. We did it during my presidency,” he said. The new law, a strengthening of a 2021 law, institutes fines and possible prison terms for those found guilty of hatred or discrimination on the basis of Jewish identity.
Zelensky, who has long enjoyed largely unqualified support among Democrats and liberal Americans, praised Loomer’s visit and change of heart. He, Azman and other Ukrainian figures who met with Loomer have sought to cultivate increased favor with Trump during a particularly uncertain phase of the war.
Loomer told the president her main goal was to counter “Russian propaganda” she believed was prominent among American podcasters, including allegations of links between Ukraine’s military and Naziism.
“I really opposed sending my taxpayer dollars to Ukraine because I really believed that you had an army, the Azov Battalion, full of Nazis,” she told Zelensky, referencing an infamous Ukrainian military wing that has continued to attract scrutiny, both before and after the 2022 invasion, for its links to neo-Nazis and other extremists.
“We are not Nazis,” Zelensky told her, later urging her to visit Babyn Yar, the memorial to the “Holocaust by bullets” perpetrated by Nazis on Ukrainian soil with the help of local collaborators in 1941. In 2022, shortly after the invasion, a Russian bombing near the memorial prompted Zelensky to make an appeal to the global Jewish community for support.
Loomer, who is notorious for credulously reporting explosive allegations against her political enemies, said she accepted Ukraine’s claims to now be Nazi-free. One of the deciding factors, she said, was meeting with Azman, the Chabad-affiliated rabbi who holds the disputed title of chief rabbi of Ukraine and whose son was killed in battle with Russia in 2024.
“The Rabbi told me his dead Jewish son didn’t fight alongside Nazis,” Loomer tweeted, adding, “I can assure Amercians [sic] that Jews are safer in Ukraine than they are in Mamdani’s New York City!” (Azman has also praised the Jan. 6, 2021, U.S. Capitol riots by Trump supporters, celebrating them for “protesting mass election fraud” and comparing them to the Maidan, the 2014 Ukrainian protest movement that ousted a pro-Russia president.)
Most diaspora Jews and Jewish organizations have backed Ukraine since the invasion and have decried Putin’s initial assertion that his invasion was intended to “denazify” the country. Loomer has now joined their ranks, hoping to marry that support to her own ideological identity as a Jewish right-winger in an era where the president she has long championed is losing some influence.
“We won’t have Trump forever,” she wrote Tuesday, “and the axis of evil is moving fast.”
This article originally appeared on JTA.org.
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