Posted inRegionalNews

BookTok 2024: TikTok collaborates with Emirates LitFest for this Challenge

TikTok has announced its collaboration with Emirates Airline Festival of Literature in the MENA region through the #BookTok Challenge


#BookTok on TikTok

#BookTok is having a massive moment, with a whooping 209.3 billion global views. BookTok is the internet’s resident library, attracting a new generation of Gen Z book girls while reigniting the passions of seasoned readers.

Though BookTok rose to prominence with the popularity of contemporary romance novels (we see you, Colleen Hoover), the online hub has now developed into a global platform for artists to share their favorite readings from all genres.

To honor this literary community, TikTok MENA and Emirates LitFest have collaborated to present you the ultimate #BookTok Challenge.

The Emirates Airline Festival of Literature

From January 9 to 22, the Emirates Airline Festival of Literature and TikTok challenge bookworms across the MENA area to let their imaginations run wild. They urge you to be creative on the platform, using the #BookTok hashtag to show off your reading nook, share book recommendations, and discuss the newest literary trends. Renowned international literary giants and authors attending the festival will also participate in the #BookTok challenge.

5 lucky winners

From January 22 to 25, submissions with the #BookTok tag are up for vote on a special TikTok page. After a shortlist is determined by public vote, a team of judges, Sara Hamdan, Cecelia Ahern, and Salha Obeaid, will drop the mic and select five winners.


Winners receive a special Montegrappa Hemingway pen and a TikTok Book Awards plaque. These pens, made with diamond-cut sterling silver trimmings, are more than just uncommon; they’re a statement of luxury and a tribute to a great literary tradition. Only 100 of each type – fountain pen, rollerball, and ballpoint – are available worldwide; these pens are a book lover’s dream!

Please start a drumroll! The winners will be announced on February 4 during the Emirates Airline Festival of Literature’s closing ceremony, which will also feature a killer performance by Emirati sensation Rashed Alnuaimi.

A word from Bolooki

Ahlam Bolooki, Director at of the Emirates Airline Festival of Literature said: “We are thrilled to partner with TikTok for a new chapter in our endeavor to celebrate the love of books in this digital age.

“In these transformative times, where storytelling meets digital media across many touch points, a new movement is born in the world of literature.

“TikTok users are having conversations around books that reach billions of people. A movement that is influencing the publishing industry is a major way.

“Through our partnership with TikTok, we celebrate this shift and look forward hosting the region’s first ever book awards at the Emirates Airline Festival of Literature.”

Stay updated on all of the latest news by subscribing to the ITP Live newsletter below or by clicking the push notifications.