Launch of Creative Products on Menassah Distribution to Embed Reading as a Way of Life
“Check in At Sharjah, Stay with Literature” Campaign
Sharjah, 04 February 2026 — As part of the second phase of the “Check in At Sharjah, Stay with Literature” campaign, Menassah Distribution Company announced the launch of the campaign’s promotional products on its official website. The collection offers a creative experience that reflects the spirit of books and the memory of place, while reinforcing reading as a way of life in the Emirate of Sharjah.
A Creative Experience Rooted in Culture and Reading
The newly launched products embody Sharjah’s cultural identity and present reading as a daily companion rather than a temporary activity. Designed to create meaningful connections between readers, literature, and place, the collection ensures that visitors leave Sharjah not only with souvenirs, but with lasting stories, ideas, and cultural impressions.
Product Categories
Reading Club
The Reading Club category features a curated selection of lifestyle and literary-inspired items designed to encourage engagement with reading in everyday life. These include:
- Sweatshirts and T-shirts
- Bags and bookmarks
- The card game “The Disguised Reader”
Emirati Heritage and Culture
The Emirati Heritage and Culture category focuses on celebrating local literature and cultural identity through thoughtfully designed promotional items. Products include:
- T-shirts and sweatshirts
- Mugs, scarves, and caps
- Stickers and leather notebooks
These items carry expressive phrases that reflect local sentiment and pride, such as:
“Reading Club,” “Read, You’re in Sharjah,” “Smile, You’re in Sharjah,” and “Made in the UAE.”
Campaign Background and Vision
Launched by Her Highness Sheikha Bodour bint Sultan Al Qasimi
Her Highness Sheikha Bodour bint Sultan Al Qasimi, Founder and Honorary President of the Emirates Publishers Association, launched the “Check in At Sharjah, Stay with Literature” campaign at the end of 2025. The initiative aims to foster a culture of reading and knowledge across society, with a particular focus on younger generations, while strengthening the bond between readers and Sharjah’s cultural identity.
Reading as a Space of Calm and Belonging
Inspired by the serene atmosphere of a hotel stay, the campaign presents reading as a space of tranquillity and reflection. It positions Sharjah as a fully integrated cultural destination where residents and visitors alike are immersed in its literary and intellectual landscape.
Culture in Tangible Form
The campaign’s products go beyond conventional merchandise, transforming culture into tangible, meaningful expressions. Each item is designed as an extension of Sharjah’s identity, carrying the message that reading and culture are not fleeting moments, but lifelong companions.
In upcoming phases, the campaign will introduce additional product categories alongside a promotional campaign to be filmed at contemporary locations across Sharjah, blending modern luxury with authentic cultural spirit.
Explore the Collection
To explore the products of the “Check in At Sharjah, Stay with Literature” campaign, visit Menassah Distribution Company’s official website:
www.menassah.ae