LuLu promotes Saudi culture with calligraphy campaign

The 22 LuLu Hypermarkets across the Kingdom will soon start using distinctive Arabic calligraphic artwork on all point-of-sale materials, such as paper bags, shopping bags and reusable bags.

Launching the Year of Arabic Calligraphy in 2020 and extending it to 2021, the Saudi ministry aims at turning the spotlight on the beauty of Arabic calligraphy, which reflects the historic heritage and richness of the Arabic culture, as well as positioning the Kingdom as its incubator, sponsor and supporter, unifying efforts that seek to preserve and protect it from its extinction. LuLu’s use of the calligraphic art in its packaging material will lend a contemporary touch to the art form and show its adaptability and practical utilitarian beauty.

LuLu’s initiative to support the ministry comes as part of the group’s commitment to promoting local culture and community initiatives.

“LuLu is honored to support such a cause that promotes the beauty and inspiring cultural heritage of the Arab world,” said Shehim Mohammed, director of LuLu Hypermarkets Saudi Arabia. “During the year of Arabic Calligraphy 2021, we pledge to work closely with the Saudi Ministry of Culture and bring alive the wonder of Arabic calligraphy, especially in a modern context for the younger generation.”