Commercial Bank preserves Kuwaiti heritage

- Amal Al-Wara’: In “Ya Zeen Turathna” this year, we focus on the concept of national belonging

Commercial Bank Kuwait launched its “Ya Zeen Turathna” campaign for the 15th 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 what Kuwait is 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 “Ya Zeen Turathna” this year, Amal Al-Wara’, Deputy General Manager of the Institutional Communications Sector at Commercial Bank, expressed her happiness at the campaign’s continuation for the fifteenth consecutive year. She emphasized that the choice of the slogan “From Al-Kout to Kuwait” is meant to convey 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 “Ya Zeen Turathna” this year focuses on the concept of national belonging, as a natural extension of pride in Kuwaiti heritage, and reaffirms that knowing the country’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 contributed to building modern Kuwait without losing its connection to its authentic roots.

Al-Wara’ clarified that this year’s campaign goes beyond recalling the past to introducing 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 learn about the roots of these phenomena and understand the role they played in shaping Kuwaiti society.

She further 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, emphasizing that development does not erase the past; rather, it starts from it and draws much of its identity, pride, and sense of belonging from it. She pointed out that the activities and events of the “Ya Zeen Turathna” 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 widely to broad segments of the public, raising awareness about authentic Kuwaiti heritage and the importance of preserving it.

Al-Wara’ explained that 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 evolved from simple tools and methods linked to past living conditions to their modern forms today. The campaign also covers old markets that once represented vibrant centers of life, trade, and social interaction, comparing them to the concept of modern markets and the changes and developments they have undergone. This reflects the transformations experienced by Kuwaiti society while preserving its roots and heritage.

Al-Wara’ emphasized that the campaign is part of Commercial Bank of Kuwait’s sustainability and corporate social responsibility programs, reflecting the bank’s ongoing commitment to preserving Kuwaiti heritage and strengthening its presence among all segments of society. By highlighting traditional customs, customs, crafts, and old markets and their evolution, the campaign aims to present heritage in a vibrant and accessible manner, underscoring that folk heritage is not merely a relic of the past, but an integral part of Kuwaiti national identity.