Sharjah, 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, offering a creative experience that embodies the spirit of books and the memory of place, while reinforcing a passion for reading as a way of life in the Emirate of Sharjah.
The products are available under two main categories: “Reading Club” and “Emirati Heritage and Culture.” They include a diverse selection of books, stationery, apparel, and expressive items inspired by literature, knowledge, and the authentic character of Sharjah. Together, these products create new bridges between the reader, culture, and the spirit of the Emirate so that a guest in Sharjah does not merely depart after a stay, but returns carrying a story, an idea, and a lasting cultural impression with them.
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, as part of an initiative aimed at promoting a culture of reading and knowledge within society, particularly among younger generations, and strengthening the bond between readers and Sharjah’s cultural identity. The campaign is built on an innovative concept inspired by the calm ambience of a hotel stay, presenting reading as a haven of serenity and tranquillity, and highlighting Sharjah as a fully integrated culturally-oriented destination, where every visitor or resident is deeply immersed in its cultural aspects.
Under the “Reading Club” category, the products include sweatshirts, T-shirts, bags, bookmarks, and the card game “The Disguised Reader”. Meanwhile, the “Emirati Heritage and Culture” category features a range of promotional items designed to enhance the presence of Emirati books and attract a wider audience. These include souvenirs such as T-shirts, sweatshirts, mugs, scarves, caps, stickers, and leather notebooks bearing phrases that celebrate local sentiment, such as “Reading Club,” “Read, You’re in Sharjah,” “Smile, You’re in Sharjah,” and “Made in the UAE.”
The launch of the “Check in At Sharjah, Stay with Literature” campaign products represent a creative experience that goes beyond the concept of conventional merchandise, offering culture in tangible forms. Each product has been designed as an extension of Sharjah’s identity, conveying the message that reading and culture are not fleeting moments, but daily companions that travel with the guest wherever they go. In its upcoming phases, the campaign will introduce additional product categories, alongside a promotional campaign to be filmed at contemporary locations that blend luxury with the spirit of authenticity across the Emirate of Sharjah.
