Sharjah has launched a new range of promotional products as part of the second phase of the “Check in At Sharjah, Stay with Literature” campaign, with Menassah Distribution Company announcing the availability of the items through its official website.
The initiative aims to offer visitors and residents a creative cultural experience that embodies the spirit of books and the memory of place, while reinforcing reading as a way of life in the Emirate.
The products are offered 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 Sharjah’s authentic character.
The campaign was launched at the end of 2025 by Sheikha Bodour bint Sultan Al Qasimi, Founder and Honorary President of the Emirates Publishers Association, as part of an effort to promote a culture of reading and knowledge, particularly among younger generations, and strengthen the bond between readers and Sharjah’s cultural identity.
Built on an innovative concept inspired by the calm ambience of a hotel stay, the campaign presents reading as a haven of serenity and highlights Sharjah as a culturally integrated destination where visitors are immersed in its literary and intellectual atmosphere.
Under the “Reading Club” category, the merchandise includes sweatshirts, T-shirts, bags, bookmarks and the card game “The Disguised Reader.”
Meanwhile, the “Emirati Heritage and Culture” category features souvenirs designed to enhance the presence of Emirati books and attract wider audiences, including mugs, scarves, caps, stickers and leather notebooks.
Several products carry phrases celebrating Sharjah’s cultural spirit, such as “Read, You’re in Sharjah,” “Smile, You’re in Sharjah,” “Reading Club,” and “Made in the UAE.”
Menassah said the launch represents an experience that goes beyond conventional merchandise by 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 daily companions that guests can carry with them wherever they go.
The campaign is expected to expand in upcoming phases with additional product categories and a promotional drive to be filmed at modern locations across Sharjah blending luxury with authenticity.
