The Sharjah International Book Fair (SIBF) 2024 witnessed a proud moment for Pakistani literature and culture as the country’s top envoy visited the Urdu Books World UAE stall over the weekend.
Ambassador Faisal Niaz Tirmizi’s presence at Expo Centre Sharjah underscored his commitment to promoting Urdu literature and strengthening cultural connections between Pakistan and the United Arab Emirates (UAE).
He was welcomed by Sarmad Khan, Chairman of Urdu Books World UAE, and author Asma Jan Muhammad, who presented her latest book, Maya’s Paradox: How to Balance Ambition with Integrity. The book, a bestseller among Urdu-speaking audiences, delves into themes of resilience, ethical decision-making, and personal growth in the corporate world.
Ambassador Tirmizi, a literature enthusiast, expressed his appreciation for short stories, remarking, “Short stories have a unique power to convey complex themes and emotions in a way that resonates deeply with readers.” He further noted the significance of cultural events like SIBF in bringing together diverse voices to share ideas and promote understanding across borders.
‘Maya’s Paradox’
Asma Jan Muhammad, a renowned Pakistani Chartered Accountant and finance leader based in the UAE, captivated the audience with insights from Maya’s Paradox, her latest work exploring ambition and ethical challenges in corporate settings. “The corporate world is filled with moments where ambition meets ethical challenges,” she noted, explaining her goal to bring these dilemmas to life. “Maya’s journey shows that integrity and success don’t have to be at odds with each other.”
Asma extended her gratitude to Sarmad Khan for his efforts in promoting Urdu literature at SIBF, saying, “I am grateful for the opportunity to share insights on integrity and resilience in the corporate world with such a distinguished leader on such a prestigious platform.”
With over 20 years of experience in international finance and leadership, Asma has been named one of the Top 10 Women CFOs in the UAE. Her previous works, including S.H.O.R.E.: The Ultimate Descent, have captivated readers with their depth and insight into real-world challenges.
Pakistan-UAE literary ties
During his time at SIBF, Ambassador Tirmizi met with Ahmed Bin Rakkad Al Ameri, CEO of the Sharjah Book Authority (SBA). The two discussed the role of SIBF in fostering a global literary community and the UAE's ongoing support for Pakistani authors and publishers. “Today’s readers are tomorrow’s leaders,” Tirmizi commented, acknowledging SBA’s commitment to promoting international literary exchange.
Al Ameri praised Pakistan’s literary legacy, highlighting SBA initiatives aimed at raising the profile of Pakistani literature worldwide. He explained, “With platforms like the Sharjah Lightningsource initiative, authors from any part of the world, including Pakistan, can share their work internationally without logistical challenges.”
Ambassador Tirmizi’s tour included the Sharjah Publishing City (SPC) Free Zone, where he met with SPC Director Saif Mohammed Al Suwaidi. Al Suwaidi emphasised SPC’s dedication to advancing Sharjah as a central hub for literature, stating, “Our goal is to support writers and publishers from around the world.”
Ambassador Tirmizi expressed his enthusiasm for SPC’s support in promoting Urdu literature globally, commending initiatives that enable Urdu authors to reach international audiences. He also recognised Sarmad Khan’s work in showcasing Pakistan’s literary heritage, noting its role in connecting Pakistan’s rich stories with the global community.
SIBF 2024
Inaugurated by the Ruler of Sharjah, Sheikh Dr Sultan bin Mohammed Al Qasimi, SIBF 2024 has welcomed over 2,500 exhibitors from 108 countries, marking one of the largest gatherings of literary minds in the world. Themed “It Starts with a Book,” SIBF 2024 features more than 1,400 events, including workshops and cultural dialogues for all ages.