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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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Helen Mirren criticizes Israel at film festival after being called ‘evil Zionist’ in viral video
(JTA) — British actor Helen Mirren criticized Israel at a film festival in Italy, in her first public comments since security footage of a November incident where she was accused by a stranger of being an “evil Zionist b—h” went viral late last month.
“Evil forces are rising everywhere, even in a country like Israel,” Mirren said in an interview with journalists at the Taormina Film Fest in Sicily, according to reports in entertainment media. “How could you possibly repeat the actions of what was done to you as people to other people? Crimes against humanity, it’s called.”
The Academy Award-winning actor, who is 80, is being honored with a lifetime achievement award from the festival on Friday. Her many roles have included playing former Israeli Prime Minister Golda Meir in the 2023 biopic “Golda,” which she premiered in Jerusalem.
Mirren is not Jewish but has a long history of connection to Israel, dating back to 1967, when she traveled with a Jewish boyfriend to work for a month on a kibbutz in the country’s north.
She referenced that period in her comments at Taormina.
“I saw it from the inside and I saw some things that disturbed me from the inside in Israel at that time,” she said, according to Deadline. “I’m talking about six months after the Six Day War.”
Mirren has previously criticized the Israeli government. While promoting “Golda” in early 2023, she said she believed that Meir would be “utterly horrified” by Israel’s current leadership, which she referred to as a “dictatorship.”
But she also spoke favorably about Israel during the promotional events, which shortly preceded the Hamas attack that began the war in Gaza.
“I believe in Israel, in the existence of Israel, and I believe Israel has to go forward into the future, for the rest of eternity,” she told the country’s Channel 12 in August 2023. “I believe in Israel because of the Holocaust.”
During the November incident, the person who accosted Mirren and her husband Taylor Hackford appeared to reference those comments, saying, “She said Israel should last forever because of the Holocaust, and she was very happy that Palestinians’ houses were gone.”
Hackford responded, “F–ck off,” and Mirren did not say anything in the video.
At Taormina, the actor offered a more nuanced characterization of her beliefs while also praising Israel’s creative and intellectual communities.
“I grew up in Europe post-Second World War and the realization in my parents’ generation of what had happened in the Holocaust was so profound, so important,” Mirren said. “Therefore, the creation of Israel was a very important moment, although maybe it was done in completely the wrong way, in the wrong place, I don’t know. But something had to happen after the horror.”
According to Variety, she also said, “The evil is always lurking, waiting to take over, even in a place like Israel. I played Golda Meir and worked in a country that was the idealistic Israel, and I always thought it was a country that would never do wrong, but of course they were doing wrong, even then.”
About the viral video showing her being accosted, Mirren told journalists at the festival she believes she was “attacked by mistake by a man who was maybe a little over passionate or maybe mentally not quite stable.”
She added, “I don’t know whether he read things on the Internet or thought he read something which he hadn’t read, I don’t know.”
Though London’s Metropolitan Police initially said it was possible for an incident to be investigated as an antisemitic hate crime even if the victim is not Jewish, it will not be investigating further, as Mirren and Hackford have decided not to press charges.
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After dozens of Jewish girls get lost in NY creek tunnel, antisemitic comments follow online
(JTA) — When dozens of Jewish girls emerged from a storm drain in Nyack, New York, Wednesday after becoming lost on a school trip, local officials described the episode as a fortunate ending to a potentially dangerous situation.
On social media, however, the incident quickly drew a slew of antisemitic comments.
“They can’t help it. Roaches and rats love the sewers,” wrote one Facebook user on a post by the Rockland Daily.
“Those tunnels were promised to them 3,000 years ago,” another user wrote, referencing the common online antisemitic phrase ridiculing the Jewish connection to Israel.
Many of the comments also referenced the 2024 incident at the Chabad-Lubavitch movement’s world headquarters in Crown Heights, Brooklyn, in which a group from the movement attempted to dig an unauthorized tunnel beneath the building.
“From the tunnels in Brooklyn to the tunnels in nyack! The black coats never disappoint 🤣🤣🤣🤣🤣🤣🤣,” one user wrote. “There drawn to tunnels. Natural instinct😂,” another wrote.
The girls, students from the Toras Emachu school in Monsey, New York, had been visiting Nyack Memorial Park on a school trip when they entered a large drainage culvert located in the park, according to the Orangetown Police Department.
While walking through the tunnel system, the students got lost but were heard by individuals in the town who alerted police, according to Nyack Mayor Joseph Rand.
“First responders immediately came to the scene and located all the girls at various points in Nyack,” Rand wrote in a post on Facebook. “Technically, none of the girls were ‘rescued,’ because they all came out in their own power, but everyone’s lucky that the authorities responded and figured out where all the girls were as quickly as they did.”
Rand said that roughly 70 students were on the trip, and there were no serious injuries beyond some “cuts and scrapes.”
Nyack Village Administrator Andy Stewart told the Jewish Telegraphic Agency that the school group had not been given a permit to host a field trip in the park Wednesday, and while there was “definitely concern over the violation of that law,” he wasn’t sure how the local government would follow up with the school.
“This is a group that did not have a permit, and so we didn’t know they were there, and they made no plans with the village,” Stewart said.
The Toras Emachu school did not respond to numerous requests for comment from the Jewish Telegraphic Agency.
But while local town officials handle the response to the incident, for some Jewish groups, the online response underscored how an innocuous incident can become a vehicle for antisemitic rhetoric.
“Unfortunately, internet comment sections have become havens for antisemitic memes and conspiracies, and commenters emboldened by relative anonymity will jump at any opportunity to demonize Jews,” Nate Wolfson, the communications director for the Nexus Project, told the Jewish Telegraphic Agency about the incident. “In this case, a story of dozens of children getting lost on a field trip is appallingly used to spread stereotypes about Jews, including comparing them to rats.”
Wolfson added that the references to the Chabad tunnel incident had been “especially troubling,” adding that the story had been “routinely used by antisemites to spread truly vicious and dangerous conspiracies about child sex trafficking.”
Some Nyack residents also called out the spate of antisemitic comments about the incident online.
“This was not hard to find. It was not buried. It was not one bad comment from one bad actor. It was thread after thread of people in this county saying the same old bullshit about Jewish people like it was nothing,” wrote one resident in a post on Facebook alongside a series of screenshots of antisemitic comments. “If all it takes is one local news story for your contempt to come spilling out, the contempt was already there.”
The post After dozens of Jewish girls get lost in NY creek tunnel, antisemitic comments follow online appeared first on The Forward.
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The battle between tradition and revolution in Soviet-Yiddish culture
די סאָװעטיש־ייִדישע קולטור איז געװען עסטעטיש אָדער אידעאָלאָגיש פֿילזײַטיק, לכל־הפּחות אין משך פֿון די ערשטע פּאָר צענדליק יאָר. דאָס איז דער עיקר־טעזיס פֿון דער װאָגיקער שטודיע „רױטע ייִדן: דער ייִדיש־סאָװעטישער קולטור־פּראָיעקט“ פֿון דער ליטעראַטור־פֿאָרשערין דאַריע װאַכרושאָװאַס (אוניװערסיטעט פֿון מינכען).
דער ציל פֿון דער פֿאָרשונג איז צו לאָזן דעם הײַנטיקן לײענער הערן די פֿאַרשײדענע שטימען אינעם אַלגעמײנעם כאָר פֿון סאָװעטישע ייִדישע ליטעראַטן, קינסטלער און כּלל־טוער.
ווי האָבן אָט די פֿיגורן פֿאַרשטאַנען די צוקונפֿטיקע ייִדישע קולטור? װי אַזױ האָבן זײ בדעה געהאַט צונױפֿצוברענגען ייִדישקײט און סאָװעטישקײט? װוּ שטײט די סאָװעטישע ייִדישע קולטור אױף דער ייִדישער װעלטמאַפּע? דאָס זײַנען די פֿראַגן, װאָס װאַכרושאָװאַ באַהאַנדלט.
זי גיט זיך ספּעציעל אָפּ מיט לינגװיסטישע פּרטים — טערמינען, מעטאַפֿאָרן, אימאַזשן — װאָס מען האָט גענוצט אין די קריטישע װיכּוחים פֿון יענער תּקופֿה. דערבײַ באַטראַכט זי ניט נאָר די מער באַקאַנטע ליטעראַרישע טעקסטן, נאָר אַ ברײטערן פֿאַרנעם פֿון מקורים פֿון צײַטונגען.
װאַכרושאָװאַ פּרוּװט צו אַנטפּלעקן די פֿילשטימיקײט פֿונעם סאָװעטיש־ייִדישן קולטורעלן פּראָיעקט. זי איז ספּעציעל פֿאַראינטערעסירט אין פֿאַרשײדענע װיזיעס פֿון דער צוקונפֿט פֿון ייִדיש אין סאָװעטן־פֿאַרבאַנד, װאָס מען האָט אַרומגערעדט אין די 1920ער יאָרן.
דאָס בוך באַשטײט פֿון דרײַ טײלן. אינעם ערשטן באַטראַכט װאַכרושאָװאַ כּלערלײ עסטעטישע מאַניפֿעסטן און קינסטלערישע פּראָגראַמען פֿון ייִדישער קולטור, װאָס מען האָט אַרױסגעגעבן נאָך דער ערשטער װעלט־מלחמה אין קיִעװ, מאָסקװע, לאָדזש, װאַרשע און בערלין.
דער צװײטער טײל איז געװידמעט דעם נסתּרס זאַמלונג רײַזע־פֿאַרצײכענונגען „דרײַ הױפּטשטעט“(1934). דער לעצטער חלק אַנאַליזירט די סטיליסטישע און לינגװיסטישע אַספּעקטן פֿון סאָװעטישע ליטעראַרישע איבערזעצונגען אױף ייִדיש פֿון רוסיש און אײראָפּעיִשע שפּראַכן.
די יאָרן נאָך דער ערשטער װעלט־מלחמה זײַנען געװען אַ בלי־תּקופֿה פֿון ייִדישן אַװאַנגאַרד אין ליטעראַטור און קונסט. אין װאַרשע זײַנען דערשינען די זשורנאַלן „רינגען“, „אַלבאַטראָס“, „כאַליאַסטרע“, „די װאָג“; אין בערלין — „מילגרױם“; אין קיִעװ — דיאַלמאַנאַכן „אײגנס“ און „אױפֿגאַנג“. לרובֿ האָבן די דאָזיקע פּובליקאַציעס ניט לאַנג געדױערט, אָבער זײ האָבן געמאַכט דרײסטע פּראָקלאַמאַציעס װעגן דער רעװאָלוציע אין דער ייִדישער קולטור.
למשל, אינעם ערשטן נומער פֿון דער סאָװעטישער קאָמוניסטישער צײַטונג „דער עמעס“ דעם 7טן נאָװעמבער 1920 האָט פּרץ מאַרקיש פֿאַרעפֿנטלעכט אַן אַרטיקל „אױף די װעגן פֿון ייִדישער דיכטונג“. עס איז מערקװירדיק, באַמערקט װאַכרושאָװאַ, װאָס דער דאָזיקער מאַניפֿעסט פֿון דער נײַער סאָװעטישער ייִדישער פּאָעזיע פֿאַרמאָגט ניט קײן מאַרקסיסטישע קאָמוניסטישע מליצה.
אַנשטאָט דעם רעדט מאַרקיש װעגן טיפֿע איבערלעבונגען, װאָס פֿאַרכליניען דעם מענטשן אין דער צײַט פֿון דער רעװאָלוציע. די רעװאָלוציע האָט גורם געװען אַן איבערבראָך אין דער טראַדיציע, „און טאַקע דערפֿאַר קאָנען די דיכטער פֿון אונדזער נײַער שטורעמדיקער תּקופֿה ניט שאַפֿן קײן מאָנומענטאַלע װערק, זײ זײַנען קױלן־גראָבערס […] פֿאַר נײַע תּקופֿות, פֿאַר קומעדיקע דורות,“ שרײַבט מאַרקיש.
אָבער מיט פֿיר יאָר שפּעטער האָט מאַרקיש זיך באַרעכנט װעגן דער המשכדיקײט פֿון דער ייִדישער קולטור. אין אַ רעפֿעראַט אין װילנע אין 1924 האָט ער געזאָגט, לױטן באַריכט אין דער װילנער צײַטונג „טאָג“: „ניטאָ קײן צװײ ליטעראַטורן, ס’זײַנען בלױז פֿאַראַן צװײ ליטעראַרישע עפּאָכעס, מיט פֿאַרשײדענע פֿאָרמעס, אָבער מיט אײן גרונד־ליניע, אײן ענדציל.“
דאָ האָט מאַרקיש פּראָקלאַמיט די המשכדיקײט צװישן די קלאַסיקער װי מענדעלע, שלום־עליכם און פּרץ און דער נײַער ליטעראַטור, װי מאַרקיש אַלײן, װאָס איז אַנטשטאַנען נאָך דער ערשטער װעלט־מלחמה.
אָט די צװײ קעגנזײַטיקע דעות װעגן דער ליטעראַרישער אַנטװיקלונג — אַן איבערבראָך אָדער המשכדיקײט — האָבן באַשטימט צװײ שטרעמונגען אין דער אַלװעלטלעכער ייִדישער ליטעראַטור נאָך דער ערשטער װעלט־מלחמה, סײַ אין סאָװעטן־פֿאַרבאַנד, סײַ אין פּױלן און סײַ אין אַמעריקע.
אין אונטערשייד צו דער הײַנטיקער אַמעריקאַנער שיטה אין ייִדיש־פֿאָרשונגען, װאָס פּרוּװן כּסדר צופּאַסן ייִדישע טעקסטן צו דער הײַנטיקער מאָדע אין ליטעראַרישער טעאָריע, איז װאַכרושאָװאַס מעטאָד דער עיקר אַ פֿילאָלאָגישער.
זי באַזירט אירע אױספֿירן אױף אַ גרונטיקן אַנאַליז פֿונעם שפּראַכלעכן סטיל פֿון ייִדישע מקורים. אַזאַ צוגאַנג מאַכט אירע אַרגומענטן גלײַכצײַטיטק מער װאָגיק און מער ניואַנסירט. זי דערװײַזט פּינקטלעך, װי אידעיִשע און עסטעטישע חילוקי־דעות צװישן ייִדישע ליטעראַטן האָבן זיך אַנטפּלעקט דורך שאַטירונגען אין זײער זאַצבױ, װאָקאַבולאַר, אינעם אױסקלײַב פֿון גערמאַנישע, סלאַװישע און לשון־קודשדיקע קאָמפּאָנענטן.
װאַכרושאָװאַ באַמערקט, אַז כּסדר שאַצט מען אָפּ די פּאָזיציעס פֿון סאָװעטישע שרײַבער, אַזעלכע װי מאַרקיש און דוד בערגעלסאָן, פֿונעם שפּעטערן שטאַנדפּונקט, װען מען איז שױן געװױר פֿון זײער טראַגישן אומקום. זי פּרוּװט, להיפּוך, לײענען זײערע טעקסטן דורך דעם מיטצײַטלערישן שפּאַקטיװ. זי ברענגט דעם לײענער אַרײַן אינעם סאַמע ברען פֿון קריטישע װיכּוחים פֿון די 1920ער יאָרן.
אַן אינטערעסאַנטער בײַשפּיל פֿון דעם, װי אַזױ מען האָט זיך געפּרוּװט צופּאַסן צו די נײַע סאָװעטישע באַדינגונגען, זײַנען דעם נסתּרס פֿאַרצײכענונגען װעגן די שטעט כאַרקעװ, לענינגראַד און מאָסקװע אינעם זאַמלבוך „הױפּטשטעט“. דאָס איז געװען זײַן פּרוּװ אַריבערצוגײן פֿונעם סימבאָליסטישן סטיל פֿון זײַנע פֿריִערדיקע דערציילונגען צו דעם רעאַליסטישן סטיל פֿונעם זשאַנער פֿון רײַזע־פֿאַרצײכענונג.
װאַכרושאָװאַ האַלט, אַז דער נסתּר האָט בכּװוּן אָפּגעהיט עלעמענטן פֿון זײַן סימבאָליסטישן סטיל – אַזעלכע װי ריטמישע איבערחזרונגען פֿון די אײגענע װערטער אין אײן זאַץ, דער שװערלעכער דײַטשמערישער זאַצבױ, דער ניט־פֿאַרלאָזלעכער נאַראַטאָר – כּדי אונטערצורײַסן די פּאָזיטיװע שטימונג, װאָס עס האָט געפֿאָדערט די אָפֿיציעלע סאָװעטישע ליטעראַטור. „הױפּטשטעט“ איז אַ דאָקומענט פֿון דעם נסתּרס אַנטױשונג אינעם פּראָיעקט פֿון אױפֿבױען די ייִדישע קולטור אינעם סאָװעטן־פֿאַרבאַנד, פֿאַרסך־הכּלט װאַכרושאָװאַ.
װי אַ צאָל אַנדערע ייִדישע און ניט־ייִדישע מחברים, װאָס זײַנען געשטאַנען אױף די ראַנדן פֿון דער אָפֿיציעלער סאָװעטישער ליטעראַטור, האָט דער נסתּר געפֿונען אַ מקום־מקלט אין איבערזעצערישער אַרבעט. ער האָט איבערגעזעצט אויף ייִדיש די װערק פֿון די רוסישע קלאַסיקער לעװ טאָלסטאָי, פֿיאָדאָר דאָסטאָיעװסקי, איװאַן טורגענעװ, און פֿון אַ היפּשער צאָל דײַטשישע, פֿראַנצײזישע און אַנדערע שרײַבער.
איבערזעצונגען פֿון דער רוסישער און אײראָפּעיִשער בעלעטריסטיק און דיכטונג, פֿון פּאָליטישער און װיסנשאַפֿטלעכער ליטעראַטור אױף די סאָװעטישע מינאָריטעט־שפּראַכן זײַנען געװען אַ װיכטיקער עלעמענט פֿון דער סאָװעטישער קולטור־פּאָליטיק, און ייִדיש איז ניט געװען קײן אױסנאַם. דערצו איז דאָס געװען אַ מער־װײניקער סטאַבילע פּרנסה, װײַל די האָנאָראַרן האָבן באַצאָלט מלוכישע פֿאַרלאַגן.
דװקא די איבערזעצונגען האָבן אַ סך בײַגעטראָגן צו דער אַנטװיקלונג פֿונעם אײגנאַרטיקן סאָװעטישן נוסח פֿון ייִדיש. איבערזעצונגען זײַנען אויך געװאָרן אַ װיכטיק ליטעראַריש פֿעלד פֿאַר שפּראַכלעכע עקספּערימענטן, בפֿרט װען די פּאָליטישע באַדינגונגען זײַנען אין די 1930ער יאָרן געװאָרן אַלץ שװערער, פֿאַרסך־הכּלט װאַכרושאָװאַ. אַזױ האָט זיך די ייִדישע שפּראַך װײַטער אַנטװיקלט, ניט געקוקט אױף דעם פּאָליטישן דרוק.
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