Menassah launches creative products for Sharjah reading drive

February 04, 2026 / 1:02 PM

Sharjah24: As part of the second phase of the “Check in At Sharjah, Stay with Literature” campaign, Menassah Distribution Company has launched the campaign’s promotional products on its official website, offering a creative experience that reflects the spirit of books and the emirate’s cultural identity while promoting reading as a way of life.

The new collection is organised into two main categories: “Reading Club” and “Emirati Heritage and Culture.” The products include books, stationery, apparel, and expressive items inspired by literature, knowledge, and Sharjah’s cultural character, forging new connections between readers and the emirate’s identity.

Under the “Reading Club” category, the collection includes sweatshirts, T-shirts, bags, bookmarks, and the card game “The Disguised Reader.” The “Emirati Heritage and Culture” category offers a range of souvenirs, including T-shirts, sweatshirts, mugs, scarves, caps, stickers, and leather notebooks featuring phrases such as “Reading Club,” “Read, You’re in Sharjah,” “Smile, You’re in Sharjah,” and “Made in the UAE.”

Campaign launched by Sheikha Bodour Al Qasimi

Her Highness Sheikha Bodour bint Sultan Al Qasimi, Founder and Honorary President of the Emirates Publishers Association, launched the campaign in late 2025. The initiative aims to promote reading and knowledge, particularly among younger generations, and to strengthen the connection between readers and Sharjah’s cultural identity.

Inspired by the calm atmosphere of a hotel stay, the campaign presents reading as a sanctuary of tranquillity and highlights Sharjah as a fully integrated cultural destination where visitors and residents are immersed in literature and knowledge.

Future phases to expand offerings

Menassah noted that the products are more than conventional merchandise, describing them as tangible expressions of culture. Each item is designed to reflect Sharjah’s identity and convey the message that reading is a daily companion.

The campaign’s upcoming phases will introduce additional product categories and feature promotional activities filmed across contemporary locations in Sharjah, combining modern elegance with authentic cultural character.