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

Kuwait Commercial Bank announced the launch of its “Ya Zein Tarathna” (How Beautiful Is Our Heritage) campaign in its fifteenth year, under the slogan “From Al-Kout to Kuwait,” to continue its mission of reviving Kuwaiti heritage and highlighting its authentic foundations, including customs, traditions, professions, markets, and folk games that formed an essential part of the lives of fathers and ancestors. 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 Kuwait of today, in an image 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 Zein Tarathna” campaign, Amal Al-Warrah, Deputy General Manager of Corporate Communications at the bank, expressed her happiness at the campaign’s continuation for the fifteenth consecutive year, emphasizing that the choice of the slogan “From Al-Kout to Kuwait” reflects a rich journey that condenses 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, and underscores that knowledge of the nation’s history, heritage, and the stories of fathers and ancestors 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 seeks to present heritage in a way that links the past with the present, highlighting how the journey of development contributed to building modern Kuwait without losing its connection to its authentic heritage. She further explained that this year’s campaign goes beyond recalling the past to introducing 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 in memory, but a journey that connects what was with what exists today, affirming that development does not erase the past, but rather builds upon it and draws much of its identity, pride, and belonging from it. She noted that the activities and events of the “Ya Zein Tarathna” 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 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, and how they transitioned from simple tools and methods linked to the living conditions of the past to their modern forms today. It also covers the 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-Warrah concluded her remarks by stating that this campaign comes within the framework of Kuwait Commercial Bank’s sustainability and corporate social responsibility programs, and reflects its continuous commitment to preserving Kuwaiti heritage and enhancing its presence among various segments of society. By highlighting the customs, traditions, professions, and old markets and their evolution, the campaign seeks to present heritage in a vivid and accessible manner to the public, affirming that popular heritage is not merely pages from the past, but an integral part of Kuwaiti national identity.