Commercial Bank launches 'Ya Zein Our Heritage' campaign under the slogan 'From Al-Kout to Kuwait'

Kuwait Finance House announced the launch of its “Ya Zeen Turathna” (Our Heritage is Beautiful) campaign for its fifteenth year, under the theme “From Al-Kout to Kuwait,” continuing its mission to revive Kuwaiti heritage and highlight its authentic foundations, including customs, traditions, professions, markets, and folk games that formed an essential part of the lives of fathers and grandfathers. This year’s theme embodies Kuwait’s journey through time, showcasing the features of life in the past and the developments it witnessed, leading to the Kuwait of today, in a manner that reflects the Kuwaiti society’s pride in its past and its connection to its present and future.

Commenting on the launch of this year’s “Ya Zeen Turathna” campaign, Amal Al-Warraq, Deputy General Manager of the Corporate Communications Sector at Kuwait Finance House, expressed her delight at the campaign’s continuity for the fifteenth consecutive year, emphasizing that the choice of the theme “From Al-Kout to Kuwait” reflects a rich journey that encapsulates the history and transformations of Kuwaiti society, highlighting the authentic values, customs, and traditions of heritage that remain present in the collective consciousness of the community.

She added that this year’s campaign focuses on the concept of national belonging, as a natural extension of pride in Kuwaiti heritage, and reaffirms that knowledge of the nation’s history, heritage, and the stories of fathers and grandfathers contributes to strengthening national identity and instilling feelings of pride and belonging in current and future generations. Through the theme “From Al-Kout to Kuwait,” the campaign seeks to present heritage in a way that links the past with the present, highlighting how the journey of development has contributed to building modern Kuwait without losing its connection to its authentic legacy.

She noted that this year’s campaign goes beyond reminiscing about the past to introduce the stages of development that various aspects of Kuwaiti life have undergone, from old professions, crafts, and markets to their modern counterparts, enabling new generations to understand the roots of these phenomena and the role they played in shaping Kuwaiti society. She added that “From Al-Kout to Kuwait” is not merely a journey through memory, but a journey that connects what was with what exists today, affirming that development does not erase the past, but rather draws from it, deriving many features of identity, pride, and belonging. She pointed out that the activities and events of the “Ya Zeen Turathna” campaign attract the interest of the new generation of youth, with the bank leveraging its platforms and social media accounts to disseminate these activities easily and broadly to various segments of the public, raising awareness about authentic Kuwaiti heritage and the importance of preserving it.

The campaign sheds light on the authentic customs and traditions passed down through generations, alongside showcasing the evolution of several old professions and crafts practiced by Kuwaitis, and how they transitioned from simple tools and methods associated with past living conditions to their modern forms today. It also examines old markets that once represented vibrant centers of trade and social interaction, comparing them with the concept of modern markets and the changes and developments they have undergone, reflecting the transformations experienced by Kuwaiti society while preserving its roots and heritage.

Amal Al-Warraq concluded by stating that this campaign is part of Kuwait Finance House’s programs on sustainability and corporate social responsibility, and reflects its continuous commitment to preserving Kuwaiti heritage and enhancing its presence among various segments of society. By highlighting the evolution of customs, traditions, professions, and old markets, the campaign aims to present heritage in a vibrant and accessible manner, affirming that folk heritage is not merely pages from the past, but an integral part of Kuwaiti national identity.