So you’re expecting — or know someone who is…

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THE WEEK IN REVIEW

New energy-saving measures and operating hour restrictions go into effect tomorrow

🌤️ Good morning, friends, and congratulations on making it to the weekend. Grab your favorite mug, fill it with hot cocoa, and settle in — you’ve earned it.

Despite a shorter-than-usual workweek, it’s been a packed one, and we’ve got the full rundown for you below. Also in today’s issue: We recommend a thriller unlike any you’ve read before, visit one of Zamalek’s best-kept secrets, and tune into a podcast covering all things media and tech. Perhaps most importantly, we discuss all things baby products in this week’s edition of The Enterprise Guide.

🗞️ LAST WEEK IN 3 MINS-

POLICY-

A new round of austerity measures will come into effect starting tomorrow, 28 March, including earlier closing hours for commercial activity, reduced public lighting, a shutdown of government buildings in the new capital after work hours, and a temporary slowdown in diesel-intensive projects. Shops, malls, restaurants, and cafes will close at 9pm on weekdays and 10pm on Thursdays and Fridays. The measures will be applied for one month initially, with a review to follow. The imposed curfew for commercial activity, however, will not apply to tourist destinations, according to Tourism Minister Sherif Fathy.

ENERGY-

#1- Another 900 MW of renewable energy is set to hit the grid in mid-2028 from a wind farm near Ras Shokeir to be developed by a consortium of Orascom Construction, Engie, and Aeolus — the renewable energy platform backed by Toyota Tsusho Corporation — after the companies inked a power purchase agreement (PPA) for the project.

#2- The Oil Ministry is targeting an addition of around 1 bcf/d togas production by the end of the year. The exploration push includes drilling 101 exploratory wells — part of a 480-well push backed by some USD 5 bn — to ramp up domestic production.

#3- CIS Gaz, Aten Petroleum, and Terra Petroleum will explore and produce gas in an Eastern Desert block under the new energy investment model adopted by the Madbouly government.

ECONOMY-

#1- FinMin is targeting a reduction in the budget deficit to 5.5% in the FY 2026-27 budget, down from 7.3% in the current fiscal year. While the ministry had initially aimed for a more ambitious 4.9% deficit in its preliminary draft, the revised 5.5% target reflects a recalibration to account for ongoing regional tensions.

#2- Egypt’s current account deficit is projected to widen by 2.2 percentage points to 3.4% of GDP this fiscal year and by 0.6 percentage points to 2.5% for the next one.

TAX-

FinMin will introduce a sweeping 33-step tax reform package that permanently abolishes arbitrary estimated tax assessments for future periods. However, old estimated tax disputes from previous years remain under the legacy rules.

TOURISM-

Tourism operators are urging the government to extend low-interest financing initiatives in response to the ongoing regional conflict, which has driven new bookings across the sector down by around 20% y-o-y.

IPO WATCH-

A new incentive scheme will offer tiered corporate income tax reductions over three years to companies that list on the EGX. Under the recently agreed-on plan, newly listed companies will receive a 30% reduction on payable corporate income tax in their first year, followed by 20% in the second and 10% in the third.

🌍 AROUND THE WORLD IN SEVEN DAYS-

The US-Iran conflict continued to dominate headlines this week, as prospects of a potential end emerged — here’s a quick rundown:

While Israel and Iran pressed on with mutual strikes, US President Donald Trump announced a five-day pause in strikes and indicated a resumption of talks with Tehran.

On Tuesday, Tehran denied that it agreed to talk to Washington as the White House maintained that discussions remain “fluid.” On Wednesday, Iran received Trump’s 15-point peace plan, which it publicly rejected. Meanwhile, the Pentagon made headlines over an expected dispatch of thousands of US soldiers to the region and potentially inside Iranian territory, casting doubt on an imminent end to the war.

What happened with oil prices this week? On Monday, crude prices dropped over 10% after Trump delayed airstrikes on Iran’s energy infrastructure and pointed to ongoing talks with Tehran. On Tuesday, prices went back up with Brent crossing the USD 100 mark, before dipping again early Wednesday and then steadying above USD 100 per barrel on Thursday.

Meanwhile, in the business press, US cosmetics giant Estée Lauder announced on Tuesday that talks are ongoing with Spanish beauty group Puig over a merger that would combine two of the world’s biggest beauty players, creating some USD 20 bn in annual revenue.

In the world of AI, Wednesday saw ChatGPT maker OpenAI shutter its video generation offering Sora just six months after its debut in a bid to streamline its products. And in the world of social media, Meta and Google were found liable for creating social media platforms harmful to teenagers. Social media companies now face bns of USD in litigation risk as this case provides a roadmap for future claims regarding platform safety and minor well-being.

☀️ THE WEATHER THIS WEEKEND-

We’re in for relatively stable weather in Cairo this weekend, with the mercury set to peak at 21°C against a low of 13°C today. Tomorrow will be slightly warmer, reaching a high of 24°C and a low of 15°C, according to our favorite weather app.

🎤 HAPPENING THIS WEEKEND-

Wegz is taking over the Great Pyramids of Giza tonight at 7pm to celebrate PUBG Mobile’s Anniversary Carnival alongside performances from Mayyas and Mahmut Orman. Expect interactive PUBG-themed experiences throughout the night. You can book your tickets on Ticket Egypt.

A self-proclaimed furniture and design fanatic? This one’s for you. D5 Home by Efreshli is back for its third year at District 5, running through Sunday, 29 March. This curated experience brings together over 70 of the market’s leading furniture and home brands under the theme of nostalgia and innovation. Visitors can expect a showcase that features collaborative curated environments between Egyptian furniture makers, decor labels, and design studios.

🎤 HAPPENING NEXT WEEKEND-

AUC Tahrir CultureFest returns this year under the theme “FUTURE C-AI-RO,” running Thursday, 2 April through Saturday, 4 April at AUC Tahrir Square from 2pm to 11pm daily. This year’s festival explores how tradition and technology will shape the future of our capital city, featuring panel talks from tech experts alongside a packed lineup of exhibitions, downtown excursions, live performances, a book fair, a bazaar, and a children’s program.

Registration is available at the gate for full campus access, with some events operating on a first-come, first-served basis — you can check out the full program here.

So you’re expecting — or know someone who is…

🍼 Spring has sprung, and with it the symbolization of birth and renewal. What better time than now to discuss the joys of consumerism that come along with welcoming a baby into your family or inner circle? It’s a minefield of navigating the “must-haves,” Instagram ads, and influencers hawking products. Here’s the upside: We have insider tips from a mom with an 8-month-old right here in our EnterpriseAM newsroom.

Functional things any new mom needs

Here’s a crash course list of things a new mom actually needs, in our humble opinion, and where to find them locally — tried and tested.

#1- A new mom will never have enough onesies. Ever. Changes are so frequent between drooling, blowouts, and spills. Buy a whole bunch: short sleeves for layering, long sleeves because it’s either cold or people are blasting ACs, and please, for the love of God… buy them with zippers. There are a bunch of local brands making very high-quality clothing, so you can also support homegrown businesses.

PRICE TAG- EGP 800 upwards to EGP 1.3k depending on the brand.

WHERE TO GET IT- So Small, Kozie, Plush, Tippy Toes, Uncommon Mama, Aspom, Yoya and Bunny, The Grey Monkey, and Oliv.

#2- Blankies, blankies, and more blankies. Something we didn’t anticipate was how many baby blankets we needed — for naps, for wrapping the baby up in a swaddle, for quick exits to layer up, and for padding on the floor. Fluffy ones are great for comfort, and the thinner ones are good for swaddling.

PRICE TAG- EGP 500-1k depending on material and thickness.

WHERE TO GET IT- Mini Binis has great ones.

#3- A night light, a diaper caddy, and the Frida Baby pacifier syringe: These are just some items we couldn’t live without as a new mom. A great night light eases those middle-of-the-night diaper changes and eliminates the dark fumble for the pacifier that keeps dropping out of the baby's mouth. A diaper caddy is essential for toting around from room to room in those early days, and if your baby needs to take meds for any reason? That pacifier syringe is essential.

PRICE TAG- Night lights retail between EGP 3-5k, diaper caddies between EGP 800-1K, and the syringe is for EGP 1.5k.

WHERE TO GET IT- The Baby Garage for the Tommee Tippee Dreammaker night light and sound machine combo and the Frida Baby pacifier syringe. Hedeya for the diaper caddy.

#4- Help. Honestly, one of the easiest and best gifts you can give a new mom is just to entertain the baby while she showers or deliver her a delicious home-cooked meal.

PRICE TAG- In the infamous words of J-Lo… “love don’t cost a thing.”

Gifts she will cherish

We understand that not everyone likes giving the “functional” gift, and will prefer something a bit more nostalgic and ceremonial. Here are items we either have or wish we did.

#1- A baby scrapbook: If it’s mom’s first child, then this will hit the mark even more… because let’s be honest, she won’t have the time or headspace to do this with baby #2. We managed to fill out our book month-to-month with milestones and memories but still haven’t gotten around to printing out the 85 photos we have piling up in the “baby book” album.

PRICE TAG- EGP 1.5k

WHERE TO GET IT- Paper Jam.

#2- Personalized necklace or keychain: We don’t take ours off — it’s that meaningful. Stay true to our roots with a calligraphy-based design for an added touch of art and beauty.

PRICE TAG- EGP 2.5k and upwards, depending on the design and material.

WHERE TO GET IT- Khat by Hoda Ismail and Sandbox.

#3- A newborn photo session: Admittedly, this is something we didn’t get around to doing as a new mom, and we wish someone had just organized it for us. Photos are keepsakes she will treasure forever, and everyone knows Mom is the least featured person in all baby photos, so a whole photo session is priceless.

WHERE TO GET IT- Baby Bliss Photography by Heba Fattouh, Tetyana Photography, and Yasmine Thabet Photography all come recommended.

Honorable mentions

A short list of the honorable mentions that made our life way easier:

#1- A baby food maker: If you want to avoid store-bought purees, but don’t want a lot of hassle, then cut down on a multi-step process by investing in a machine that steams and purees in one go.

PRICE TAG- On average, EGP 13k and upwards, depending on brand.

WHERE TO GET IT- We use the Baby Breeza Food Maker, found on The Baby Garage.

#2- An electric swing: It’s a Godsend for getting anything done while the baby is awake.

PRICE TAG- On average, EGP 4k and upwards, depending on brand.

WHERE TO GET IT- We use the Kinderkraft Lumi 2 Electric Swing, but the Kinderkraft Luli also comes recommended.

#3- A yoga ball: Trust us, it makes the endless bouncing and rocking a lot easier than a rocking chair — plus you can control the velocity. Make sure to pick the right size for your weight and height for comfort.

PRICE TAG- On average, EGP 1.2k.

WHERE TO GET IT- We use the Domyos size 2 ball, found on Decathlon.

Things that gathered dust

We prepared, we purchased, and … we did not use. It seems no nursery is complete without these items, but they are not used to this day. To be clear, we are not recommending you forgo purchasing — to each their own.

#1- The crib: It’s eight months later, and the baby is sleeping in our bed and slapping our faces awake.

#2- The changing table: We’ve changed diapers on literally every surface except this one.

#3- Every single baby hat and baby mittens in the apartment: She just refuses to wear them.

(** Tap or click the headline above to read this story with all of the links to our background as well as external sources.)

Chaos in the classroom

🎥 As the Ramadan drama season drew to a close, the craving for the big screen — and the smell of movie theater popcorn — returned. Among the Eid releases, Bershama immediately stood out. It wasn’t just the star-studded comedic cast that drew us in, but the creative powerhouse behind the camera that made it a must-watch, despite the unpredictable weather.

The plot: Written by Khaled Diab, Sherine Diab, and Ahmed El Zoghbi and directed by Khaled Diab, the film takes us to a rural village. The setting is a homeschooling Arabic language exam for the General Secondary Certificate. The classroom is a melting pot of diverse social backgrounds and ages, all gathered for one goal: to pass. However, tragedy strikes early when the proctor, Mr. Saad (Kamal Abu Raya), suffers a fatal outburst and collapses.

Amidst the ensuing chaos, the majority of the students strike a desperate agreement: they will cheat their way through the exam before reporting the death to the authorities. What follows is two hours of high-stakes hilarity featuring quite the diverse cast of characters, including the religiously devout Abdel Hamid (Hesham Maged), belly dancer Faten (Reham Abdel Ghafour), grandmother Inaam (Arafa Abdel Rasoul), inmate Haggag (Hatem Salah), the gullible Halila (Mostafa Gharib), and the troubled Zainab (Faten Said).

Bershama hit a home run, and performances were stellar across the board. The standout surprise was Arafa Abdel Rasoul, whose comedic timing stole the show and earned the loudest laughs in the theater. Hesham Maged continues to prove his knack for choosing refreshing roles, and his chemistry with Mostafa Gharib — reminiscent of their success in the series Ashghal Shaqqa — is a highlight. All in all, Diab delivered a comedic tour de force. By placing these characters in an ethical and social dilemma, he holds up a mirror to the contradictions of modern society.

WHERE TO WATCH- Bershama is screening at Vox Cinemas in City Center Almaza, Mall of Egypt, and Mall of Alexandria. You can also catch the film at City Stars Cinema, D5 and CFCM’s Scene Cinema, Cima Arkan, and P90 Cinema. Watch the trailer on YouTube (watch, runtime: 1:33).

An outstanding thriller from an author you wouldn’t expect to deliver one

📚 Colleen Hoover is a polarizing writer — young adults love her, while the internet despises her. Although the author has time and again been the topic of much controversy — particularly for romanticizing domestic abuse in her 2016 “romance” hit It Ends With Us, which later was adapted into a film starring Blake Lively and Justin Baldoni — she has, over the years, put out some pretty admirable novels, with Verity standing out.

Set to receive a screen adaptation in late 2026 starring Anne Hathaway and Dakota Johnson, Verity is a change of pace for the veteran romance writer. A tense and gripping story, the novel follows Lowen, a hopeless, broke, and desperate writer seeking to make ends meet. When she’s hired by Jeremy to ghostwrite for his — now bedridden — wife and bestselling author Verity Crawford, she naturally can’t say no. The catch? It’s a live-in position since Verity’s notes are too complex and too many to move.

Lowen’s life is all smooth sailing for a while, busying herself with the daunting task of pretending to be the nation’s most celebrated author — that is, until she finds something she wasn’t meant to find. Tucked away alongside Verity’s notes is none other than a manuscript that turns Lowen’s world upside down. As she reads one chapter after another, she comes to realize that the reality of the situation is much darker than what she had signed up for, and if she wants to stay safe, she must remain silent.

With alternating narratives shifting between Lowen’s recollections and Verity’s manuscript, readers are pulled into the drama, tasked with the impossible mission of deciding whom to believe — a dilemma that carries over until the very last sentence of the book. This isn’t your typical whodunnit, nor is it a thriller with a twist easily surmised halfway through. It’s a novel that will leave you utterly frustrated, confused, and just as lost as its protagonist — and it’s one you need to read if you want to consider yourself a fan of the genre.

Verity surprisingly proves to be a quick read. The pacing is on point, the plot is solid, and Hoover surprisingly delivers fully realized characters who are human and, therefore, flawed. If you’re looking for a change of pace from your usual reads, we’d argue you need not look further.

WHERE TO FIND IT- You can find the paperback version of Verity at Diwan. You can also get the ebook on Amazon at no charge with a Kindle Unlimited subscription.

Timeless charm and Egyptian comfort food at Ahwak Salon de Thé

🍴 Newly opened eateries often enjoy the novelty of creative marketing campaigns, from reel-style ads to distinctive branding. In what can feel like an oversaturation of elaborately branded dining experiences, there’s something irresistible about a restaurant that has stood the test of time and needs no marketing team to keep it going. Tucked within the packed streets of Zamalek is one such spot that seems to thrive on word of mouth and a loyal crowd of regulars — Ahwak Salon de Thé.

If you didn’t already know Ahwak Salon de Thé, you’d likely stumble upon it on your next Zamalek walk — your eye caught by the beautiful colonial-era building it occupies across the entire ground floor, with a hard-to-miss sign in Arabic calligraphy. When you push open its tall doors, you’re transported back in time — vintage furniture creates various seating arrangements, tall, elaborately framed mirrors line the walls, accompanied by ceramic vases and ornate wallpaper, all submerged in the warm, soft glow of lofty chandeliers and delicate wall lamps.

The setup doesn’t feel curated but seems to have come together organically. The table we settled at was by a railing overlooking another lower-level seating area — the unforced assembly felt homey and unpretentious. A front-to-back, slightly dated menu landed at our table, and its offerings made perfect sense. The lineup was simple and familiar — Egyptian classic tajins and hot starters, along with staple Italian and Indian favorites in the form of pasta dishes.

The nostalgic vibe carried into our appetites, and it felt only fitting to go for the favorites — mushroom soup, an okra and meat tajin, stuffed vine leaves, and a classic chicken Alfredo. We were pleasantly surprised, to say the least — everything tasted delightful, as if it had come straight from a loving mother’s kitchen. Solid flavors, fresh ingredients, and sizzling hot plates defined our dinner for the night. The okra tajin stood out in particular — partly because it’s not our usual choice when dining out, but mainly because it delivered pure Egyptian comfort food excellence.

Ahwak proved to be a true hidden gem. Its atmosphere and spirit felt unmatched — the kind you want to return to. As first-timers, we couldn’t help but feel slightly out of place among those who seemed like regulars and Zamalek locals, many of whom appeared to carry their own memories of the charming spot. Yet, it was this very sense of being out of place that made the experience all the more intriguing.

WHERE TO FIND IT- You can find Ahwak - Salon de Thé at Zakarya Rizk St. in Zamalek.

💵 Per person: EGP 300-500 (Banknote payments only)

🪑 Outdoor seating: Yes

🍺 Alcohol: No

🦽 Accessibility friendly: No

Your guide to media, tech, and everything in between

👂 Produced by Vox Media and hosted by veteran American journalist Peter Kafka, Channels with Peter Kafka serves as a premier analytical space, deconstructing media, social media, and tech, highlighting their direct impact on business. Through interviews with top executives and decision-makers, the podcast offers listeners deep, jargonfree insights into how these industries operate and the behind-the-scenes stories of their evolution.

One of the podcast’s greatest strengths is its rigorous prepwork. Episodes rarely overlook the major global topics occupying the minds of tech and business enthusiasts — ranging from massive Hollywood agreements and football’s dominance over television and streaming to the impact of AI on newsrooms and media companies.

How do you live without Google? In one of his most recent episodes, Kafka sheds light on the “ Google Zero ” phenomenon — a nightmare scenario where traditional search engines stop driving traffic to commercial and media websites. The episode features Neil Vogel, CEO of People Inc., who shares his firsthand experience dealing with the search giant. Vogel reveals how his company’s traffic from Google plummeted to 25%, down from a previous 70%. He outlines his specific strategy of relying on AI tools as a strategic alternative to hedge against the volatility of traditional search algorithms.

Channels offers an enriching listening experience, featuring engaging dialogues and useful topics designed to broaden horizons and improve one’s understanding of current realities. For entrepreneurs and investors, it is an indispensable resource for understanding the strategies of major corporations, predicting future trends, and exploring the evolving landscapes of tech.

WHERE TO LISTEN- You can tune in on Apple Podcasts | Spotify | Anghami | Deezer | iHeart.

THE ENTERPRISE ENTERTAINMENT CALENDAR

🗓️ MARCH

26-29 March (Thursday-Sunday): D5 Home by Efreshli at New Cairo’s Marakez District 5 Mall.

27 March (Friday): Wegz at the PUBG Mobile anniversary carnival, the Great Pyramids of Giza.

27 March (Friday): Talk with cinematographer Dr. Hussein Assar at Photopia in Heliopolis.

29 March (Sunday): Arabic Calligraphy: When Words Become Art at AUC New Cairo.

31 March (Tuesday) - 5 April (Sunday): Cuban artist Maria Maher’s exhibition at New Cairo’s Maison69 at Garden 8.

APRIL

1 April (Wednesday): Ziad Khaled and El Waili at CJC 610.

2 April (Thursday): Lege-Cy at AUC CultureFest at AUC Tahrir Square.

2-4 April (Thursday-Saturday): AUC Tahrir CultureFest 2026 at AUC Tahrir Square.

3 April (Friday): Ehab Tawfik at CJC 610.

3-4 April (Friday-Saturday): Egypt Career Summit 2026 at BUE.

6-7 April (Monday-Tuesday): Omar Khairat at Cairo Opera House Main Hall.

7 April (Tuesday): Shakira at the Pyramids of Giza.

13 April (Monday): Sham El Nessim.

17 April (Friday): Amr Selim at Small Theatre, Cairo Opera House.

24 April (Friday): Daylight saving time begins.

25 April (Saturday): Sinai Liberation Day.

MAY

1 May (Friday): Labor Day.

7-9 May (Thursday-Saturday): Sandbox Festival in El Gouna.

26 May (Tuesday): Arafat’s Day.

26 May (Tuesday): Andrea Bocelli at the City of Arts and Culture in the New Administrative Capital.

27-29 May (Wednesday-Friday): Eid El Adha (TBC).

JUNE

16 June (Tuesday): Islamic New Year.

30 June (Tuesday): June 30th Revolution.

JULY

23 July (Thursday): July 23rd Revolution 1952.

24 July (Friday): Adriatique at the North Coast.

AUGUST

21 August (Friday): Black Coffee at Cubix North Coast.

25 August (Thursday): Prophet Muhammad’s Birthday.

OCTOBER

6 October (Tuesday): Armed Forces Day.

24 October (Saturday): Blue 25th Anniversary Tour at New Capital.

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So you’re expecting — or know someone who is…

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Today at a glance

New energy-saving measures and operating hour restrictions go into effect tomorrow

Get Enterprise daily

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So you’re expecting — or know someone who is…

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Chaos in the classroom

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This publication is proudly sponsored by

An outstanding thriller from an author you wouldn’t expect to deliver one

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Timeless charm and Egyptian comfort food at Ahwak Salon de Thé

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Your guide to media, tech, and everything in between

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THE ENTERPRISE ENTERTAINMENT CALENDAR

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