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Brain rot

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WHAT WE’RE TRACKING TONIGHT

PMI report shows non-oil business activity rising for second consecutive month

Good afternoon all you wonderful people, and happy Tuesday. We have a packed issue for you today, with all the latest on Egypt’s most recent PMI report and the degradation of language in the digital age.

THE BIG STORY TODAY

Egypt’s non-oil business activity continued to grow for the second month running — but at a slower pace, “marking the first back-to-back improvement in business conditions in over four years,” according to S&P Global EgyptPMI(pdf). Egypt’s headline figure dipped to 50.1 in February from a 50-month-high of 50.7 in January. Last month’s figure represented the index’s highest level for Egypt since November 2020, and marked only the second time the country's non-oil activity has hit expansion territory during this period.

There’s been no better start to Egypt’s year: “Coupled with January's upturn, the data reflects the best opening two months of the year in the survey's history,” S&P Global Senior Economist David Owen said.

Input cost pressures “remained relatively soft” compared to what was seen in 2024, which indicates that “inflation is likely to continue its downward trend, in the near-term at least,” Owen said. While some respondents cited increased cost pressures to a stronger USD, this was partly offset by a decline in staff costs. However, cost pressures were felt more in the manufacturing and construction sectors. Meanwhile, selling prices rose at a gradual rate in February, as businesses looked to “limit the pass-through of higher cost burdens to clients.”

AND- The emergency Gaza-focused Arab League summit is taking place in Cairo later today, bringing together a long list of Arab leaders in an effort to unify the Arab stance against the calls for displacement of Gazans.

THE BIG STORY ABROAD

The int’l news cycle is back in full swing today, after US President Donald Trump impositionof tariffs on Mexico, Canada, and China and his decision to put a pause on US aid to Ukraine yesterday set off a spiral of tit-for-tat tariff escalations.

China hit back against Trumps’ doubling of tariffs on Chinese imports to 20% by imposingretaliatory tariffs on certain US food products, set to go in effect on 10 March. Beijing has also filed suit against the US at the World Trade Organization (WTO), saying that the tariffs violate the rules of WTO and undermine economic relations between the two parties.

Meanwhile, OPEC is making waves with its decision to finally implement the unwindingof oil production cuts beginning in April. The move comes after multiple delays since the bloc announced that it would be ending mandatory production cuts in June. “The change in the OPEC strategy looks like they are prioritizing politics over price,” chief commodities analyst at SEB Bjarne Schieldrop told Reuters. “Those politics are likely connected with the wheeling and dealing of Donald Trump,” who has called for lower oil prices, Schieldrop added.

** CATCH UP QUICK on the top stories from today’s EnterpriseAM:

  • A look at SFE’s opening move for its state company takeover plan: The first phase of the Sovereign Fund of Egypt’s (SFE) plan to take over all public enterprises will target some 370 profitable firms — over half of the total 709 companies owned by the state.
  • Egypt, EU explore future economic relations: Planning and International Cooperation Minister Rania Al Mashat met with Dubravka Šuica, the EU's new Commissioner for the Mediterranean, to discuss the future of economic relations between Egypt and the European Union.
  • Another FDI-funded leather factory in Robbiki City in the pipeline: An unnamed Turkish leather company has requested the Industry Ministry allocate an 80k sqm land plot to establish a EGP 2 bn (c. USD 39.5 mn) leather factory in Robbiki Leather City.

☀️ TOMORROW’S WEATHER- Expect some thunderstorms in the capital tomorrow, with a high of 21°C, a chilly low of 12°C, and a 41% chance of rain according to our favorite weather app.

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FOR YOUR COMMUTE

The death of language or a new form of communication?

Digital slang is taking over everyday conversation — pervasive and inescapable, the jargon is a sign of being chronically online, earning the name “brain rot.” This evolving dialect blends irony, exaggeration, and a touch of absurdity into everyday phrases and comments. Oxford University Press, which crowned it 2024 Word of the Year, defined it as the decline of intellectual function due to the consumption of online content, reported The Atlantic.

The origin story: Brain rot speech emerged from the hyper-online corners of social media that thrive on quick, witty, and entertaining language. The rise of short-form content has contributed to diminishing attention spans and encouraged the proliferation of snappy shareable phrases, accelerating mainstream adoption. What began as inside jokes in niche communities has rapidly transformed into common vernacular.

Unlike past internet slang — based on quoting memes or pop culture moments — this new wave creates distinctive and peculiar sentence structures that become instantly recognizable. When circumstances appear particularly dire, one might say “It’s giving apocalypse.” Does this construction follow traditional grammar rules? Not exactly. But it adds personality, humor, and reflects a shared understanding of a broader cultural moment. Similarly, placing “not” before a statement to express surprise or approval has become commonplace: “Not you driving all this way to come see me,” or “Not me finishing an entire pizza in three minutes.”

It’s giving harmful. The ironic detachment these phrases carry often diminishes the gravity of serious topics, softens emotional expression, and maintains — or forces — conversational levity. Some experts worry that this linguistic trend might impair our ability to communicate meaningfully as people become accustomed to using irony and humor as shields to avoid vulnerability and expressing genuine thoughts and feelings. This could stunt emotional development, especially among younger users who are still forming communication habits.

It might not be that serious: Some linguists argue that this evolution is a natural progression of language with important sociolinguistic functions. They suggest that rather than representing decline, brain rot speech demonstrates the creativity and adaptability of human communication — though they acknowledge the importance of maintaining the ability to shift between different registers of speech depending on context.

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ON THE TUBE TONIGHT

Albi w Moftaho: Tamer Mohsen’s new promising drama

📺 Albi w Moftaho is bold start to a unique narrative. This year, Tamer Mohsen — a master storyteller who never fails to captivate drama enthusiasts everywhere — offers a new show that hooks audiences from the very first moment. Starring Mai Ezz El-Din and Asser Yassin, Albi w Moftaho is anything but your typical romance drama.

Mayar (Mai Ezz El-Din) finds herself at a crossroads after being divorced for the third time by her powerful and wealthy husband, Asa’ad (Diab), who now wants her back. But under Islamic law, she can't remarry him unless she marries someone else first. Asa’ad exploits this loophole, using her son as leverage against her, demanding she gets into a temporary marriage (known as a mohallel) for a week before getting back with him.

Meanwhile, Mohamed Ezzat (Yassin) is a hardworking and well-educated young man making ends meet as a driver for the ride hailing app DiDi. He lives with his mother (Samaa Ibrahem) and dreams of finding a life partner. Fate intervenes when Mayar hails his car one day and makes him an unexpected offer — marry her.

A promising start: So far, the series is living up to its hype, with an exciting opening and standout performances from Yassin and Ezz El-Din, alongside Diab, who once again excels in his roles. As with Mohsen’s previous hits — Haza Al Masa2 and Le3bet Newton — this series tackles bold, unconventional themes, diving deep into delayed marriages, the mohallel system, domestic abuse, and more.

Despite its lengthy 60 minute episodes, the storytelling remains sharp and compelling, keeping audiences invested. The show is further elevated by an all-star supporting cast, including Ashraf Abdilbaky, Mahmoud Azab, and Ahmed Khaled Saleh.

WHERE TO WATCH- The series is streaming on WatchIt and Yango Play, and you can catch the trailer on YouTube (runtime: 2:08).

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Sports

The Madrid Derby + El Zamalek in the Premiere League

The UEFA Champions League knockout stage kicks off tonight with four Round of 16 first-leg matches. All of the following matches will kick off at 10pm, except for Club Brugge’s clash with Aston Villa, which kicks off at 7:45pm.

Madrid Derby: Real Madrid against Atletico Madrid will be meeting on the pitch of Santiago Bernabéu tonight. Los Blancos secured their spot after eliminating Manchester City in the playoff round, while the Colchoneros qualified by finishing fifth in the league stage. These two teams have faced each other twice before for the Champions League final in 2014 and 2016, with Real Madrid hoisting the trophy both times.

Arsenal heads to face PSV Eindhoven. The Dutch earned their spot after knocking out Juventus in the playoffs, while Arsenal finished third in the league stage. These two teams have faced each other eight times before, with Arsenal clinching three matches, PSV winning one, and four ending in a draw.

Borussia Dortmund hosts Lille at Signal Iduna Park. Lille secured direct qualification by finishing seventh in the league stage, while Dortmund reached the Round of 16 after defeating Sporting Lisbon in the playoffs.

On our home turf: Zamalek’s last match in the Egyptian Premier League’s first phase will be taking place tonight at 9pm. Zamalek will visit Enppi in the 17th round of the Egyptian Premier League with hopes to reclaim their third place spot, which Al Masry snatched yesterday. This also marks Zamalek’s first match under their new head coach Jose Peseiro.

Al Ittihad will be facing Smouha in the Alexandria Derby, while Ismaily travels to face ZED — both matches also kick off at 9 pm.

This publication is proudly sponsored by

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OUT AND ABOUT

Suhoor with Massar Egbari

MARK YOUR CALENDAR-

🎪 Suhoor to the tune of Massar Egbari’s classics. The Hekayatna Helwa Ramadan tent is back this year starting Friday, 7 March at 10pm to offer you delicious meals prepared by Ashraf Abdilbakyi’s Tante restaurant at Hyde Out in New Cairo. You can find tickets every night until Wednesday, 12 March on Ticketsmarche.

HAPPENING THIS WEEK-

Break your fast surrounded by history: The Saradeep group is organizing a tour in the heart of Old Cairo tomorrow. The tour includes visits to prominent landmarks like Bab Zuweila and Al Sokareya, before breaking fast in the courtyard of Sultan Al Muayyad Shaykh Mosque in El Darb Al Ahmar. The tour will begin at Bab Zuweila at 4pm. You can book your spot through the group’s Facebook page.

Start your Ramadan by giving back: This Ramadan Majarrah’s Community and Lebaladna are organizing a packing event to give out 2k Ramadan Boxes for those in need on Thursday, 6 March, and Saturday, 8 March, from 11am to 4pm. Fill out the form in their Instagram bio to join the packing.

Fasting all day? Now it’s time to feast… on laughter. WKND CMDY is hosting a Ramadan Onstage event, serving up a night of sharp jokes and big laughs at Rawabet Art Space on Saturday, 8 March, at 10pm. Catch Kamatcho, Jimmy, Ahmed Hassan, Hamza Bahaa, and Amgad Elshawshy live for a post-iftar comedy fix. Book your tickets through TicketsMarche.

HAPPENING LATER-

El-Hadra ensemble hosts a Sufi Night at the Cairo Opera House. As part of the Ramadan Nights program, El-Hadra Sufi ensemble will present an evening of spiritual chants and dhikr in the Open Air Theatre at Cairo Opera House on Monday, 10 March from 9:30pm. Get your tickets on Tazkarti.

Ramadan Nights continue at the Opera. Wael El Fashny and his band will take the stage with Arabic melodies in the Small Hall at Cairo Opera House on Tuesday, 11 March from 9:30pm. Tickets are available on Tazkarti.

Unwind under the Ramadan night sky with a brush in one hand and a paddle in the other. The special Ramadan edition of Pottery Painting & Kayaking is happening on Thursday, 13 March, and Thursday, 20 March, at 9pm at Mountain View Hyde Park. Book your spot through their page on Instagram.

Amidst the Ramadan celebrations, don't forget to celebrate Mother’s Day. Make Mother’s Day special this year with a special night of music by Tablet El Sitt at Theatro Arkan on Friday, 21 March from 9pm. Tickets are available on Ticketsmarche.

Spend a Ramadan night with Medhat Saleh on the Cairo Opera House Main Stage. The concert will take place on Friday, 21 March at 9:30pm. Tickets are available on Tazkarti.

Tamer Ashour on the ZED stage. Get ready to see Tamer Ashour on the bigstage at ZED Park in Sheikh Zayed City on Friday, 25 April starting at 8pm. Tickets are available on Tazkarti.

Disney On Ice returns to Cairo with Let’s Celebrate. Get ready for a magical experience as Disney On Ice makes its grand return to Cairo with the spectacular show Let’s Celebrate, running from Wednesday, 21 May to Saturday, 31 May. Join Mickey Mouse, Moana, and some of the Disney princesses as they bring beloved stories to life in a performance featuring over 100 world-class skaters, stunning visual effects, and dazzling stage designs. The show will take place at the indoor hall of Cairo International Stadium in Nasr City. Tickets are already selling out, so get them while you can from Tazkarti.

Keinemusik’s Adam Port is coming back to Egypt. He will be bringing his groovy mixes to the New Administrative Capital’s Green River on Friday, 30 May at 9pm. Tickets are available on Ticketsmarche.

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Under the Lamplight

Life is richer when we stop racing through it

📚 In a world obsessed with speed, multitasking to exhaustion to squeeze every possible drop of productivity out of our days, slowing down might be the best thing you ever do. In Carl Honoré’s In Praise of Slowness, this normalized — and often celebrated — breakneck pace is challenged, arguing that slowing down isn’t just a luxury — it’s essential for our well-being.

What’s it about? Honoré takes readers on a fascinating journey through the global “Slow Movement,” showing how people across industries and cultures are finding ways to push back against the cult of speed. He doesn’t suggest abandoning modern life or technology, but advocates for a balance, where efficiency and mindfulness coexist. Whether it’s slowing down in the workplace, embracing leisurely cooking, or even rethinking how we exercise. He makes a convincing case that life is richer when we stop racing through it.

It’s all in the storytelling. The book is a mix of history, research, and real-world examples with a conversational tone, making complicated ideas feel relatable.

Honoré offers practical steps to slowing down. It won’t demand that you give up your smartphone or ditch your to-do lists, but it will encourage you to rethink your relationship with time.

WHERE TO FIND IT- In Praise of Slowness is available on Amazon.

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GO WITH THE FLOW

What the markets are doing on 4 March 2025

The EGX30 fell 0.7% at today’s close on turnover of EGP 3.1 bn (11.6% below the 90-day average). Local investors were the sole net buyers. The index is up 3.4% YTD.

In the green: Rameda (+2.6%), Orascom Development Egypt (+2.0%), and Orascom Construction (+1.9%).

In the red: Beltone Holding (-4.2%), Ibnsina Pharma (-1.9%), and Egypt Kuwait Holding (-1.9%).


MARCH

6-8 March (Thursday-Saturday): Ramadan packing at Majarrah

10 March (Monday): Sufi Night at Cairo Opera House.

11 March (Tuesday): Wael El Fashny at Cairo Opera House.

21 March (Friday): Mother’s Day

21 March (Friday): Tablet El Sitt at Theatro Arkan.

21 March (Friday): Medhat Saleh at the Cairo Opera House.

APRIL

1 April (Tuesday): Annual Flower Exhibition at the Agricultural Museum.

2 April (Wednesday): Cairokee at CUBIX, El Gouna.

25 April (Friday): Tamer Ashour concert at ZED Park, Sheikh Zayed.

MAY

21-31 May (Wednesday-Saturday): Disney On Ice at Cairo International Stadium

30 May (Friday): Adam Port at the New Administrative Capital’s Green River.

OCTOBER

16-24 October (Thursday-Friday): Gouna Film Festival.

30 October - 22 November (Thursday-Saturday): Forever is Now at the Great Pyramids of Giza.

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