'Al-Tijari' launches 'Ya Zein Our Heritage' campaign for the 15th year

Kuwait Finance House announced the launch of its “Ya Zein Tarathna” (How Beautiful is Our Heritage) campaign for its fifteenth year, under the slogan “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 campaign slogan embodies Kuwait’s journey through time, showcasing the features of life in the past and the development it witnessed, leading to the state of Kuwait today. The imagery 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 Zein Tarathna” campaign, Amani Al-Warrah, Deputy General Manager of the Corporate Communications Sector at Kuwait Finance House, expressed her delight at the campaign’s continuation for the fifteenth consecutive year. She emphasized that the choice of the slogan “From Al-Kout to Kuwait” represents a rich journey that encapsulates the history and transformations of Kuwaiti society, highlighting the authentic values, customs, and traditions of the 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. It underscores that knowing 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 slogan “From Al-Kout to Kuwait,” the campaign aims to present heritage in a way that links the past with the present, highlighting how the journey of development helped build modern Kuwait without losing its connection to its authentic roots.

Al-Warrah clarified that this year’s campaign goes beyond recalling the past to introduce the stages of development that various aspects of Kuwaiti life have undergone, starting from old professions, crafts, and markets, to their modern counterparts. This allows new generations to discover the roots of these phenomena and understand the role they played in shaping Kuwaiti society.

She noted 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 springs from it, drawing much of its identity, pride, and sense of belonging from it. She pointed out that the events and activities of the “Ya Zein Tarathna” campaign attract the interest of the new generation of youth. The bank leverages its platforms and social media accounts to disseminate these events easily and broadly to wide 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. It illustrates how these practices have transitioned from simple tools and methods associated with the circumstances of life in the past to their modern forms today.