Counter-missionary activists are warning of a new and disturbing tactic being used by the notorious Jews for J. missionary group, which has begun opening coffee shops across Eretz Yisroel as part of an organized effort to reach Jews who would otherwise refuse contact with missionaries.

According to internal materials obtained by Yad L’Achim, the group is promoting the cafes to foreign donors as a “third space,” a setting that is neither home nor work, where conversations can begin naturally and personal connections can be formed. In the materials, the missionaries acknowledge that most Jews will not enter a church or allow missionaries into their homes, and explain that the cafes provide a neutral and non-threatening setting to advance their agenda.

The materials further indicate that the new venture is meant to replace traditional street pamphlet distribution with a softer and more personal approach. Donors are told that the coffee shops allow visitors to “meet J. through a real relationship,” through community and exposure to the gospel.

The cafes are already operating in Tel Aviv, Yerushalayim, and Chaifa, with an additional branch expected to open shortly in Beer Sheva. One of the locations, Basimta Café in Yerushalayim, is owned by Yoel Ben David, a known missionary identified by Yad L’Achim as the head of a Jews for J. missionary training team. His stated goal, according to the organization, is to bring the gospel into the heart of Yerushalayim.

In an effort to attract as many Jews as possible, the cafes reportedly offer prices significantly lower than nearby competitors. The missionary group itself states that income from the cafes is not intended for profit, but to finance evangelistic activity.

The danger is already being felt. According to an internal missionary memo, a woman was baptized only days after visiting one of the cafes in Tel Aviv, where she had been exposed to missionary materials and teachings.

Yad L’Achim said the documents leave no doubt as to the true purpose of the cafes and warned that unsuspecting Jews may enter for a cup of coffee without realizing they are walking into a missionary setting. The organization is now preparing a legal response and a public awareness campaign to expose the cafes’ real agenda and prevent further harm.