In SQL, when dealing with Unicode data, use the right data types like NVARCHAR or NCHAR. To insert Unicode data, add an N before strings like N'' to indicate it's Unicode.

The Unicode character data format allows data to be exported from a SQL Server instance by using a code page that differs from the code page used by the client. [!INCLUDESQL Server Azure SQL Database ...

The base Windows collation rules specify which alphabet or language is used when dictionary sorting is applied. The rules also specify the code page that's used to store non-Unicode character data.