"Sharsher the King" joins politics: this is his new party
The colorful businessman Eitan Shvili, known for his 245,000 shekel crown, robes, cash handouts, and social media stardom, has taken a new step: he filed an official request to register the "Sharsher for Love and Unity of the People" party and even invites Netanyahu, Eisenkot, and Trump to a debate.
The colorful and controversial internet phenomenon "Sharsher the King" is crossing digital boundaries on his way to the political system. Businessman Eitan Shvili, a resident of Givat Shmuel who has become one of the most talked-about figures on social media in recent years thanks to his flamboyant appearances, filed an official request on August 24, 2026, to register a new party with the Registrar of Parties at the Ministry of Justice, under the name "Sharsher for Love and Unity of the People."
Shvili, who crowned himself "king," is known to the general public for his habit of walking around in daily life wearing gold and diamond jewelry, wearing magnificent robes, and wearing a crown made of gold alloy and Swarovski crystals on his head, the value of which is estimated at approximately 245,000 shekels. In a past interview with "HaTzinor," he revealed that he previously worked in the construction industry, and he is recognized by the National Insurance Institute as suffering from post-traumatic stress disorder following a severe family brawl that took place at his father's funeral over inheritance issues.
According to him, following a divine revelation he experienced about 11 years ago, he decided to dedicate his life and money to acts of charity, which included, among other things, giving gold amulets to wounded soldiers in rehabilitation wards and even scattering cash from helicopters. Now, the new party's election campaign is already gaining traction on social media, with propaganda videos in which Shvili is seen touring the country and handing out dollars to passersby.
In his various publications, he presents himself as a legitimate and serious candidate for the position of Prime Minister, and even invited leading political leaders such as Benjamin Netanyahu, Gadi Eisenkot, and even former US President Donald Trump to a public debate. Although the move is sparking mixed reactions among many users, Shvili for his part is convinced that this is a true message that will bring unity and governance.
