With the virtual disappearance of the centuries‐old Jewish community in Ethiopia through wholescale emigration to Israel, African Jewry is in the process of reconstituting itself into new Jewish movements (NJMs). One of these NJMs is emerging in Madagascar. However, the number of Malagasy adherents to normative (i.e. rabbinic) Judaism is eclipsed by those within the larger society who affirm genealogical descent from ancient Israel – and therefore the mantle of ‘Jew’. They do so while practising Christianity. Thus, the longstanding, sensitive question ‘who is a Jew?’ has migrated from Israel, America and Europe to Africa and Madagascar. This article introduces an array of Malagasy ‘Judaizing’ communities – believers in an Israelite Lost Tribe origin, descendants of a Jewish convert to Islam, Leviticus‐like ‘Aaronites’ – before focusing on Malagasies practising normative Judaism. The new Jews of Madagascar extend the cultural and geographic scope of new religious movements literature to greater Africa and, by extension, to societies in the developing world.