Al-Tijari Launches "Ya Zeen Turathna" Campaign for the 15th Year

Commercial Bank of Kuwait (Al-Tijari) has announced the launch of its "Ya Zeen Turathna” campaign for the  15th year in row under the theme "From Al-Kout to Kuwait". The initiative continues the Bank's ongoing mission to revive authentic Kuwaiti heritage and highlight its core elements—including customs, traditions, old trades, traditional markets, and folklore games—that formed the foundation of past generations' daily life. This year’s theme summarizes Kuwait’s journey into time, tracing its transformation from the past to the present, while reflecting Kuwaiti people deep pride in their heritage, and its enduring connection to the nation's present and future identity.

Commenting on the launch, Ms. Amani Al-Wara’a, Deputy General Manager of the Corporate Communications Division at the Bank, expressed her pleasure for organizing this campaign for the 15th year in row. She emphasized that the theme, "From Al-Kout to Kuwait," tells a rich genuine story detailing the history and developments of the Kuwaiti society. The campaign underscores the authentic values, customs, and traditions passed over generations and remained deeply rooted in the national memory.

She added that this year’s campaign underscores national belonging as a natural instinct for our heritage preservation.  She said that understanding the nation’s history, heritage, and ancestral legacy reinforces national identity and instills pride across present and future generations. By bridging the past with the present, the campaign - through its theme, "From Al-Kout to Kuwait," - demonstrates how modern Kuwait has been developed without losing its connection with its rich authentic heritage.

She further explained that this year’s campaign goes beyond a mere commemoration of the past to showcase the development stages experienced across various facets of Kuwaiti life—tracing the evolution from traditional professions, crafts, and heritage souqs to their contemporary manifestations. This approach enables younger generations to know the roots of these traditions and comprehend their pivotal role in shaping Kuwaiti society. She added that “From Al-Kout to Kuwait” is not simply a journey into our memories, but rather a narrative bridging historical origins with present-day reality. It confirms that present does not abolish the past; instead, it draws upon it as a foundation for national identity, pride, and belonging. She noted that the activities and initiatives of the "Ya Zeen Turathna" campaign continue to capture the interest of the youth, as the Bank leverages its social media platforms and official channels to share these events with the public, thereby driving public awareness of authentic Kuwaiti heritage and the importance of its preservation.

The campaign highlights authentic customs and traditions passed down through generations, alongside showcasing the evolution of traditional Kuwaiti professions and crafts—illustrating how they were transformed from simple, past related tools into their modern-day forms. Furthermore, the campaign features traditional souqs, which historically served as vibrant centers for commerce, trade, and social interaction, contrasting them with modern commercial concepts and market evolutions. This approach reflects the broader socio-economic transformation of Kuwaiti society while emphasizing the retention of its cultural roots.

Amani Al-Wara’a concluded her statement noting that the campaign falls within Commercial Bank of Kuwait sustainability and corporate social responsibility (CSR) framework, reflecting its ongoing commitment to Kuwaiti heritage preservation and fostering the Bank’s engagement across all community segments. By illuminating traditional customs, crafts, historic markets, and their modern evolution, the campaign aims to present cultural heritage as a dynamic, living narrative to the public affirming that nation’s heritage is not merely images from the past, but an integral pillar of Kuwaiti national identity.