YTI aims to address the growing concerns in mental health, Yiddishkeit, and Shalom Bayis, focusing on sensitive and intuitive individuals. The initiative encourages embracing one’s feelings as a means of self-love and empathy towards others. Chananya’s vision through MBC and YTI highlights the power of authenticity and excellence in making a positive impact on the world.

Chananya’s understanding of a Yid’s role in creative and inspirational realms is also reflected in his work with YTI, founded in 2017.

Chananya Begun, inspired by his father Yerachmiel Begun’s 45 years of inspirational work, masterminded a meticulously planned TikTok campaign for the Miami Boys Choir (MBC). This strategy aimed to showcase MBC’s authenticity and excellence, celebrating the Jewish spirit of genuine giving and creating.

By highlighting the depth and history of MBC, the campaign achieved over 500 million views and became the most streamed Frum artist, remarkably with almost no anti-Semitic backlash. This success was attributed to the portrayal of Jewish values – love for humanity and emulating Hashem – demonstrating the essence of what it means to be a Yid. The campaign avoided clichés of Jewish uniqueness, instead focusing on a universal connection through genuine love and respect for all, embodying the qualities of Avraham Avinu and Tzelem-elokim.