An Empire of Outreach: The Story of Chabad Hasidism

"Anywhere in the world, you can find two things: Coca-Cola and a Chabad House,” goes the famous joke. Behind the humor lies a profound truth: Chabad Hasidism, under the leadership of the Lubavitcher Rebbe, has grown into a global force of Torah and Jewish outreach unlike any other in modern Jewish history.

The Rebbe Who Built a Movement

Though the seeds of the global Chabad emissary movement were sown by the fifth Lubavitcher Rebbe, Rabbi Sholom Dovber Schneerson, and expanded by the sixth Lubavitcher Rebbe, Rabbi Yosef Yitzchak Schneerson, it was under the leadership of the seventh and final Rebbe, Rabbi Menachem Mendel Schneerson, that the mission flourished. Originally assigning emissaries personally, the Rebbe changed course in 1957 with his historic “Ufaratzta” call—an open invitation for all Chabad Hasidim to bring Judaism to Jews everywhere.

This evolved into the Central Organization for Education, which now oversees over 4,500 emissaries in 3,700 centers across 100 countries. These emissaries serve local communities and global travelers alike, offering Torah classes, kosher food, and spiritual guidance.

The Ten Mitzvah Campaigns

In his effort to make Judaism accessible, the Lubavitcher Rebbe launched the Ten Mitzvah (Commandment) Campaigns, beginning with the Tefillin campaign before the Six-Day War. These campaigns brought mitzvot like charity, Shabbat candle lighting, and kosher observance into the hands of everyday Jews, with seasonal additions like blowing the shofar and shaking the lulav.

Through these initiatives, the Rebbe made mitzvah observance practical and accessible, fostering deeper Jewish identity worldwide.

More Than Emissaries: A Complete Educational Empire

The Rebbe’s vision extended beyond outreach. He built institutions like the Ohalei Yosef Yitzchak school network, Young Chabad, Chabad Women and Girls Association, the Ohalei Torah yeshiva in New York, and the global youth movement Tzivos Hashem. He also encouraged Jews to anticipate redemption and prepare for the coming of the Messiah.

Millions of Jews, regardless of background, were touched by the Rebbe—either in private audiences or during his famous Sunday dollar distributions. A dollar in hand, a blessing in heart, and often a word of guidance, these encounters left lasting impressions.

The Lubavitcher Rebbe of blessed memory

Chabad’s Origins: A Legacy of Wisdom

Chabad began in 1771 with Rabbi Shneur Zalman of Liadi, the "Alter Rebbe," who taught that Divine service must flow through wisdom (chochmah), understanding (binah), and knowledge (da’at). His foundational works, Tanya and Shulchan Aruch HaRav, remain pillars of Jewish thought.

His imprisonment and miraculous release in 1798 are commemorated each year on the 19th of Kislev as the “Holiday of Redemption.” His successors expanded Chabad’s influence across generations, navigating persecution, war, and upheaval—always with a steadfast commitment to Jewish life and learning.

From Russia to the World: A Lineage of Leadership

Each Rebbe in the Chabad dynasty carried the torch:

• The Mitteler Rebbe, Rabbi Dov Ber, created Jewish settlements in Russia and Hebron.

• The Tzemach Tzedek, Rabbi Menachem Mendel, fought government intrusion and protected Jewish education.

• The Maharash, Rabbi Shmuel, emphasized strength and confidence in action with his “Lechatchila Ariber” philosophy.

• The Rashab, Rabbi Sholom Dovber, founded the Tomchei Temimim yeshiva, the first to integrate Hasidic study deeply into its curriculum.

• The Rayatz, Rabbi Yosef Yitzchak, defied Soviet oppression, built clandestine Torah networks, and later fled Nazi Europe to establish the Chabad World Headquarters in New York.

The final Rebbe, Rabbi Menachem Mendel Schneerson, took this legacy global. An intellectual with a background in science and engineering, he escaped the Holocaust and settled in the U.S., where he built Chabad into a worldwide network of education, kindness, and Jewish unity. Even after his passing in 1994, his vision continues to inspire generations.

(Photo: shutterstock)

Distinct Chabad Customs

Chabad Hasidism maintains unique customs rooted in its texts and tradition. These include following the Shulchan Aruch HaRav, praying with deep intention and added melodies, and specific practices on Jewish holidays—such as refraining from “gebrokts” (matzah that has been mixed with liquid) on Passover or not sleeping in the sukkah due to its spiritual intensity.

Other customs include wearing wigs as head coverings for women (hair covering for married women is an obligatory commandment observed by all Jewish communities; though some Hasidic communities discourage or disallow wigs), avoiding images of non-kosher animals for children, and holding a fruit-based third Shabbat meal.

The Living Heart of Chabad

Today, the beating heart of the movement remains the iconic 770 building in Crown Heights, Brooklyn. It houses the central yeshiva, library, and global headquarters of Chabad. The movement comprises roughly 17,000 families, including well-known figures such as musicians Avraham Fried and Benny Friedman, as well as public personalities like Dana Varon and Rachel Bolton.

From its beginnings in 18th-century Eastern Europe to its 21st-century presence in every corner of the globe, Chabad Hasidism continues to light the way—one mitzvah, one soul, and one mission at a time.