Sharjah: H.H. Sheikha Bodour bint Sultan Al Qasimi, Founder and Honorary President of the Emirates Publishers Association, has launched the 'Check in At Sharjah, Stay with Literature' campaign to promote reading and strengthen the link between readers and Sharjah's cultural identity. The initiative is designed to present reading as a daily cultural experience that reflects Sharjah's literary heritage, reinforcing a sense of belonging among residents and visitors.
According to Emirates News Agency, the campaign draws on the concept of a quiet hotel stay, positioning Sharjah as a 'cultural haven' where books serve as a source of comfort and reflection. It will be rolled out through a curated line of products designed to reflect the emirate's history and cultural narratives, encouraging interest in Arabic books and Emirati authors. Sheikha Bodour emphasized that reading is not only a means of acquiring knowledge but also a bridge connecting individuals to the memory and spirit of a place.
Sheikha Bodour stated that the 'Check in At Sharjah, Stay with Literature' campaign was created to invite people to read and to build a deeper emotional connection between individuals and their cultural space, thus strengthening belonging and enriching the cultural movement in society. She further mentioned that the campaign supports the cultural project launched by His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah.
Menassah Distribution Company, which is implementing the campaign, announced that it will offer products combining fashion, books, hospitality, board games, and stationery. The line will also feature reading-themed phrases such as 'Reading Club' and 'Read, You're in Sharjah,' as well as designs showcasing Sharjah landmarks. The campaign is part of Menassah's broader strategy to support Emirati writers and publishers and expand reading resources. It builds on last year's 'Read, You're in Sharjah' campaign, aiming to further embed reading into everyday life while reinforcing Sharjah's position as a cultural capital in the Arab world.