{"id":678473,"date":"2025-12-23T00:00:00","date_gmt":"2025-12-23T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?post_type=afternoon&#038;p=678473"},"modified":"2025-12-26T12:46:32","modified_gmt":"2025-12-26T12:46:32","slug":"shock-value","status":"publish","type":"afternoon","link":"https:\/\/enterpriseam.com\/egypt\/afternoon\/shock-value\/","title":{"rendered":"Shock value"},"content":{"rendered":"<section id=\"678475\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678475\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">1<\/div>\r\n\r\n                    <p class=\"f-graphik\">WHAT WE\u2019RE TRACKING TONIGHT<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/the-fy-2026-27-budget-is-designed-to-prove-the-reforms-are-here-to-stay\/\">\r\n                            The FY 2026\/27 budget is designed to prove the reforms are here to stay                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/the-fy-2026-27-budget-is-designed-to-prove-the-reforms-are-here-to-stay\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" 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     <li class=\"list-inline-item\">\n                <a href=\"https:\/\/api.whatsapp.com\/send?text=The+FY+2026%2F27+budget+is+designed+to+prove+the+reforms+are+here+to+stay+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F23%2Fthe-fy-2026-27-budget-is-designed-to-prove-the-reforms-are-here-to-stay%2F\">\n                    WhatsApp                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/whatsapp-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n        <\/ul>\n    <\/div>\n        <\/div>\r\n                    \r\n                <\/div>\r\n\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/the-fy-2026-27-budget-is-designed-to-prove-the-reforms-are-here-to-stay\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2024\/7\/2549.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"678476\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/the-fy-2026-27-budget-is-designed-to-prove-the-reforms-are-here-to-stay\/2549-jpg-23\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2024\/7\/2549.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"2549.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2024\/7\/2549.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2024\/7\/2549.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678475\" class=\"content-area-description single-story post-678475 post type-post status-publish format-standard has-post-thumbnail hentry category-what-were-tracking-tonight tag-budget-watch tag-economy tag-enterprisepm tag-finance-ministry tag-imf tag-state-budget tag-what-were-tracking-tonight wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Good afternoon, friends, and happy hump day.<\/strong> We\u2019ve got a light and brisk issue for you this afternoon, from our take on unusual marketing campaigns all the way to the story behind one of Egypt\u2019s few heritage-inspired fashion brands. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>But first, the news.<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<p class=\"tag-border-left\">THE BIG STORY TODAY-<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> ? <strong>The Ministry of Finance has begun drafting a state budget that marks a <\/strong><strong>definitive end to the current era of economic emergency.<\/strong> The FY 2026-27 budget \u2014 set to be presented to the cabinet in preliminary form by late January \u2014 is being designed as a structural shift in fiscal policy, a senior government official told EnterpriseAM.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why this matters: <\/strong>This will be Egypt\u2019s first budget in years to operate largely independently of the IMF. With the current USD 8 bn program projected to conclude in the first quarter of the next fiscal year, the new budget is being engineered to prove that the discipline of the last two years was a policy choice, not just a conditionality.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The post-IMF budget attempts to lock in the austerity measures that <\/strong><strong><a target=\"_blank\" href=\"https:\/\/enterprise.news\/egypt\/en\/news\/story\/3d504a87-5e19-4eab-b95d-3f289427e42f\/no-more-buts-as%253cmark%253e-imf%253c%2Fmark%253e-signs-off-on-key-reviews-of-our-usd-8-bn-assistance-package\" style=\"\" rel=\"noopener\">gained the Fund\u2019s<\/a><\/strong><strong><a target=\"_blank\" href=\"https:\/\/enterprise.news\/egypt\/en\/news\/story\/3d504a87-5e19-4eab-b95d-3f289427e42f\/no-more-buts-as%253cmark%253e-imf%253c%2Fmark%253e-signs-off-on-key-reviews-of-our-usd-8-bn-assistance-package\" style=\"\" rel=\"noopener\">approval this week<\/a><\/strong><strong>.<\/strong> The strict ceiling on public investment will remain, and may even be lowered further, to clear the lane for private sector participation, while ministries are again being required to submit three-year budget projections to end the cycle of surprise supplemental appropriations. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>One of the most significant parts of the draft budget is a concrete timeline for the transition <\/strong><strong>from in-kind to banknote-based subsidies<\/strong>, along with the return of possible fuel price hikes and a comprehensive social package that includes new wage increases and targeted incentives.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>** Want the full rundown? <\/strong>Stay tuned for tomorrow morning\u2019s issue of EnterpriseAM, where we will have the full story on what the country\u2019s first post-IMF budget will look like.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<p class=\"tag-border-left\">THE BIG STORY ABROAD-<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">? <strong>It\u2019s another calm afternoon in the global press as we approach the <\/strong><strong>annual Christmastime slowdown. <\/strong>Getting top billing is gold extending its rally earlier today after surpassing USD 4.4k per ounce for the first time ever yesterday. Gold rose just shy of USD 4.5k per ounce amid a weakening USD and rising demand for safe-haven investments. Silver remains at a record high, advancing 0.7% to USD 69.7 per ounce after peaking at USD 70 earlier. Read more on <a target=\"_blank\" href=\"https:\/\/www.reuters.com\/world\/india\/gold-hits-record-high-safe-haven-demand-silver-climbs-new-peak-2025-12-23\/\" style=\"\" rel=\"noopener\">Reuters<\/a>.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>ALSO-<\/strong> Copper reached an all-time high, nearing USD 12k per ton, with prices rising by 0.9%. The record comes as mine outages and trade dislocations driven by US President Donald Trump\u2019s tariff agenda paved the way for the industrial metal\u2019s biggest annual gain since 2009 \u2014 seeing a 37% price lift this year. Read more on <a target=\"_blank\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-12-23\/copper-hits-12-000-for-first-time-as-tariff-trade-upends-market\" style=\"\" rel=\"noopener\">Bloomberg<\/a>.<\/p>\n<div class=\"row\">\n<div class=\"col-md-12 subscribe-box-panel\">\n<div class=\"\">\n<div class=\"title\">\n<h4 class=\"fw-lighter mb-10\">   Get <b style=\"font-weight: 700\">Enterprise<\/b> daily   <\/h4>\n<\/p><\/div>\n<p class=\"mb-10\">The roundup of news and trends that move your markets and shape corporate agendas delivered straight to your inbox.<\/p>\n<p>  <a target=\"_blank\" href=\"\/egypt\/en\/user\/NewsLetters\" type=\"button \" class=\"btn-green px-3 d-flex align-items-center\" rel=\"noopener\">Subscribe here<\/a>  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u2600\ufe0f <\/strong><strong>TOMORROW\u2019S WEATHER- <\/strong>Don\u2019t forget your jacket, we\u2019re in for another cool, breezy day in Cairo tomorrow. The mercury is set to peak at just 22\u00b0C before cooling down to 12\u00b0C, according to our favorite weather app. <\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/budget-watch\/\">budget watch<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/economy\/\">economy<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/finance-ministry\/\">Finance Ministry<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/imf\/\">IMF<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/state-budget\/\">state budget<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/what-were-tracking-tonight\/\">WHAT WE\u2019RE TRACKING TONIGHT<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678477 advertiser\" class=\"issue-section enterprise-adv\">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                            \"\r\n            id=\"678477\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/678477\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678477\" class=\"content-area-description single-story post-678477 post type-post status-publish format-standard hentry category-advertiser wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p><span style=\"font-weight:400;\"><a href=\"https:\/\/www.beltoneholding.com\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/ads\/imgs\/415.jpg?ssl=1\"><\/a><\/span><\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678478\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678478\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">2<\/div>\r\n\r\n                    <p class=\"f-graphik\">MARKETING<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/\">\r\n                            Shock first, explain later \u2014 is this the future of marketing?                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); navigator.clipboard.writeText('https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/')\">\n                    Copy Link                <\/a>\n\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/\">\n                    Facebook                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/facebook-icon2.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/x.com\/intent\/post?text=Shock first, explain later \u2014 is this the future of marketing?&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/\">\n                    X                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/twitter-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/&title=Shock first, explain later \u2014 is this the future of marketing?\">\n                    LinkedIn                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/linkedin-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/api.whatsapp.com\/send?text=Shock+first%2C+explain+later+%E2%80%94+is+this+the+future+of+marketing%3F+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F23%2Fshock-first-explain-later-is-this-the-future-of-marketing%2F\">\n                    WhatsApp                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/whatsapp-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n        <\/ul>\n    <\/div>\n        <\/div>\r\n                    \r\n                <\/div>\r\n\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1137.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"678479\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/1137-jpg-7\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1137.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1137.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1137.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1137.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678478\" class=\"content-area-description single-story post-678478 post type-post status-publish format-standard has-post-thumbnail hentry category-marketing tag-advertising tag-enterprisepm tag-for-your-commute tag-marketing wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> ? <strong>Competition<\/strong><strong> for <\/strong><strong>eyeballs<\/strong><strong> is high, thanks to shrinking attention <\/strong><strong>spans and AI-generated marketing campaigns \u2014 businesses\u2019 easy fix? Shock value. <\/strong>The past few months saw Egyptian coffee brand Cilantro send a series of cryptic text messages to thousands of customers. Some read \u201cGo do your laundry,\u201d and more ominously, \u201cTurn off your camera.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cUnprofessional, disrespectful, and irrelevant\u201d were some of the accusations directed <\/strong><strong>towards the brand. <\/strong>Angry customers took to social media to express their discontent with the text messages, which had, up until then, provided no context for their content. Even when the campaign was <a target=\"_blank\" href=\"https:\/\/www.instagram.com\/p\/DQpbv-Zjcr_\/?img_index=1\" style=\"\" rel=\"noopener\">fully unveiled<\/a>, many still felt that Cilantro\u2019s marketing team missed the mark by crowding their inboxes with irrelevant (but startling) messaging with no apparent link to the brand\u2019s offerings.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cA successful guerrilla marketing campaign is defined by disruption with purpose, <\/strong><strong>not just attention for attention\u2019s sake,\u201d<\/strong> Nader Elhamy, founder and lead consultant at Toolbox Marketing Consulting, told us. In Elhamy\u2019s view, a successful guerrilla campaign still needs to tie back to a brand\u2019s positioning, values, and offerings, even if subtly. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Elhamy believes Cilantro checked all the boxes of a successful guerrilla marketing <\/strong><strong>campaign \u2014 here\u2019s why:<\/strong> \u201cOver the past few years, Cilantro\u2019s communication activities have been leaning into an archetype that is playful, daring, and kind of pushing the boundaries; a suitable positioning for a coffeeshop brand primarily targeting young people,\u201d he tells us. That said, Elhamy agrees that some of the messages may have indeed been irrelevant, and for some demographics, condescending.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>When the texts were revealed to be excerpts from user-generated content<\/strong> about embarrassing situations experienced over online calls, it all came together. According to Elhamy, despite the backlash over the initial phase of its deployment, the campaign managed to change the narrative from irritation to engagement, and from damage to impact.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Love it or hate it, the c<\/strong><strong>ampaign got people talking, fulfilling its purpose. This <\/strong><strong>begs the question: Should virality be the only metric of success?<\/strong> \u201cBrands used to stand out by what they offered in terms of quality, color, taste, or price,\u201d marketing expert and chairman of TSM Management Mohamed Galal told EnterpriseAM. \u201c[Now] it\u2019s all about emotional marketing and playing on psychology. To succeed, a brand has to be cognizant of who is buying their products and who their target customer is,\u201d Galal adds, noting that the current marketing zeitgeist involves tailoring messaging around the consumer rather than the product.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why? Because today\u2019s consumers like it. <\/strong>Authenticity and honesty, markers of humanity amidst an AI-ridden world, are what consumers \u2014 particularly Gen Z and millennials \u2014 are looking for. When asked how far a brand should go with their marketing campaigns, Galal believes that the sky is the limit \u2014 while being mindful of cultural sensitivities, naturally. However, we would argue that the line between authenticity, shock value, and irrelevance is easily overstepped.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>When would it not work? <\/strong>When creativity ignores context. The reason Cilantro\u2019s campaign landed after a perceived bumpy start was because it tied back to the brand\u2019s ethos and propensity for pushing boundaries. Which is to say, it stuck to its guns and trusted the process. If a different company with a different track record and brand image had launched the same campaign, it may not have won back customers\u2019 good faith.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why context matters:<\/strong> \u201cOne example that comes to mind is a famous soda campaign by an international brand, which faced huge criticism as a result of its timing,\u201d Elhamy tells us. The campaign tagline was \u201ckhaleek \u2018atshan,\u201d or \u201cstay thirsty,\u201d launched shortly after the start of the genocide in Gaza. Gazans were facing food and water shortages, and many Egyptian consumers were already boycotting the US brand for its significant presence in Israel, making the messaging tone deaf and inflammatory. The bottom line? Know your customer, be mindful of the context, and play it smart. It\u2019ll pay off.<\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/advertising\/\">Advertising<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/for-your-commute\/\">FOR YOUR COMMUTE<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/marketing\/\">MARKETING<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678480 advertiser\" class=\"issue-section enterprise-adv\">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                            \"\r\n            id=\"678480\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/678480\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678480\" class=\"content-area-description single-story post-678480 post type-post status-publish format-standard hentry category-advertiser wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p><span style=\"font-weight:400;\"><a href=\"https:\/\/www.mashreq.com\/en\/egypt\/private\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/5\/1134.jpg?ssl=1\"><\/a><\/span><\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678481\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678481\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">3<\/div>\r\n\r\n                    <p class=\"f-graphik\">EAT THIS TONIGHT<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/all-day-eats-at-brisk-brew\/\">\r\n                            All-day eats at Brisk &amp; Brew                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/all-day-eats-at-brisk-brew\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); navigator.clipboard.writeText('https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/all-day-eats-at-brisk-brew\/')\">\n                    Copy Link                <\/a>\n\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/all-day-eats-at-brisk-brew\/\">\n                    Facebook                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/facebook-icon2.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/x.com\/intent\/post?text=All-day eats at Brisk &#038; 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The restaurant boasts an extensive <a target=\"_blank\" href=\"https:\/\/cdn.qr-code-generator.com\/account9020243\/56363379_1.pdf?Expires=1766567989&Signature=nAZmoxSREmrvrMm0bzy1j6RfEfuE9cgnr7BRExcgxH140mmAKU3TR1CAWL~6rDgk0FzEq34lYUJL9iZC0OuBUBI0eZwdbjQnZvKi4wwh-oGXxaw7D5CD6uGjtOWNdGYt8fAG0aiV39xPV1nuhmPTdhuJnLAK9FNhSWdCth0omYkFaZB5zBnP2ZXAA3lmzzI6yon9N~PcVjkYjWBuVwQJxjCTqGvsQDjBatG7Kd2441hgMLIqFcO0Yq1TDlK1sDLlJTc4FxfDhMnMlX-ytThzx9GSBAm4cgzZ~1IZNwLpfifmyXJZduvDB4pKszIu21d0y0zggp~4np0K0wsEfuI-FQ__&Key-Pair-Id=KKMPOJU8AYATR\" style=\"\" rel=\"noopener\">menu (pdf)<\/a> rich in flavor, American-style booth seating, and gentle lighting that offers a refined, but fun, dining experience.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>It\u2019s finally winter in C-Town, which means it\u2019s officially soup season.<\/strong> We couldn\u2019t resist Brisk & Brew\u2019s signature bread bowl soups, and from the limited option, we opted for the classic creamy chicken mushroom. The bread bowl arrived perfectly golden, with a crisp shell, filled with deliciously thick and creamy soup. Naturally, we crumbled some of the bread into the soup to complete the experience. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Their starter menu is filled with unexciting fried options, but we were drawn to <\/strong><strong>the sweet chili chicken\u2026 which we soon regretted.<\/strong> The chicken was dry and tough, leading us to suspect it was reheated. The sweet chili sauce almost saved it from being inedible, but we have grown accustomed to in-house sauces instead of store-bought, and were left unimpressed.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Luckily, the main courses made up for a bumpy start.<\/strong> The dipped burgers are a specialty dish, and we ordered from the truffle menu. The burger arrived cut in half, side-down in a skillet filled with sizzling truffle sauce, served with a side of well-seasoned, crispy fries. The generously sized patty struck the perfect balance of tender and crisp, and smoky. The truffle sauce was savory and creamy without overpowering the other flavors. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Not feeling a burger? You can choose between American and Neapolitan pizzas with a <\/strong><strong>variety of toppings.<\/strong> Their Neapolitan in-house pizza came alongside a ranch dip and a bowl of rocca salad, and was oven-fresh, beef-heavy (topped with both pepperoni and two types of sausages), but light and flavorful. It\u2019s an ideal comfort pick.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>WHERE TO FIND IT-<\/strong> You can dine at Brisk & Brew\u2019s branches in Madinaty\u2019s Open Air Mall and New Cairo\u2019s Leven Square Mall. You can also order to your doorstep through <a target=\"_blank\" href=\"https:\/\/www.talabat.com\/egypt\/brisk-brew\" style=\"\" rel=\"noopener\">Talabat<\/a>.<\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/eat-this-tonight\/\">Eat This Tonight<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/enterprise-recommends\/\">Enterprise Recommends<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/food\/\">food<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/restaurants\/\">restaurants<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/worth-trying\/\">worth trying<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678483\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678483\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">4<\/div>\r\n\r\n                    <p class=\"f-graphik\">Sports<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/\">\r\n                            ICYM the AFCON + Arsenal and Crystal Palace battle it out                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); navigator.clipboard.writeText('https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/')\">\n                    Copy Link                <\/a>\n\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/\">\n                    Facebook                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/facebook-icon2.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/x.com\/intent\/post?text=ICYM the AFCON + Arsenal and Crystal Palace battle it out&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/\">\n                    X                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/twitter-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/&title=ICYM the AFCON + Arsenal and Crystal Palace battle it out\">\n                    LinkedIn                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/linkedin-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/api.whatsapp.com\/send?text=ICYM+the+AFCON+%2B+Arsenal+and+Crystal+Palace+battle+it+out+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F23%2Ficym-the-afcon-arsenal-and-crystal-palace-battle-it-out%2F\">\n                    WhatsApp                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/whatsapp-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n        <\/ul>\n    <\/div>\n        <\/div>\r\n                    \r\n                <\/div>\r\n\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/icym-the-afcon-arsenal-and-crystal-palace-battle-it-out\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678483\" class=\"content-area-description single-story post-678483 post type-post status-publish format-standard hentry category-_newspack_sports tag-enterprisepm tag-football tag-sports wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> \u26bd <strong>The Pharaohs snatched a hard-fought W in their <\/strong><strong>AFCON opener yesterday:<\/strong> Our homegrown national team secured a narrow 2-1 victory against Zimbabwe yesterday in their first match of the African Cup of Nations. But it didn\u2019t come easy \u2014 our campaign was saved by all-star Mohamed Salah, who clinched the second goal in the 91st minute.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The Egyptian team will play its second match of the tournament this Friday against <\/strong><strong>South Africa at Adrar Stadium in Morocco.<\/strong> <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What we\u2019re watching tonight:<\/strong><\/p>\n<ul>\n<li>Tunisia vs. Uganda (10pm), airing on BeIN Sports 1.<\/li>\n<\/ul>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<hr style=\"height:2px;border-width:0;color:gray;background-color:gray\">\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Also in the spotlight is Arsenal\u2019s match against Crystal Palace.<\/strong> The Gunners and the Eagles are facing off at 10pm in the quarterfinals of the Carabao Cup, which will air on BeIN Sports 2.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<hr style=\"height:2px;border-width:0;color:gray;background-color:gray\">\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>On the homefront:<\/strong> Al Ahly and Ghazl El Mahalla are locking horns in the third round of the Egyptian League Cup group stages. The match kicks off at 5pm at Mahalla Stadium and will air on ON Sports.<\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/football\/\">Football<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/sports\/\">sports<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678484\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">      \r\n<section id=\"advertiser\" class=\"enterprise-adv issue-section\">\r\n    <div 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class=\"stk-block-carousel__dots\" role=\"list\" data-label=\"Slide %%d\"><\/div><\/div><\/div>\r\n        <\/div>\r\n<\/section> \r\n\r\n\n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678485\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678485\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">5<\/div>\r\n\r\n                    <p class=\"f-graphik\">Mark Your Calendar<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/a-star-studded-new-years-eve-concert\/\">\r\n                            A star-studded New Year\u2019s Eve concert                        <\/a>\r\n                    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class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/a-star-studded-new-years-eve-concert\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1075.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"678486\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/a-star-studded-new-years-eve-concert\/1075-jpg-7\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1075.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1075.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1075.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1075.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678485\" class=\"content-area-description single-story post-678485 post type-post status-publish format-standard has-post-thumbnail hentry category-mark-your-calendar tag-enterprisepm tag-events tag-lifestyle tag-mark-your-calendar tag-music tag-worth-trying wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> ? <strong>Spend <\/strong><strong>this New Year\u2019s Eve singing along to Tamer Hosny, <\/strong><strong>Elissa, Tamer Ashour, and Ahmed Essam at the <\/strong><strong><a target=\"_blank\" href=\"https:\/\/www.instagram.com\/p\/DSiFZUuCF-r\/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==\" style=\"\" rel=\"noopener\">New Capital Countdown Festival<\/a><\/strong><strong>.<\/strong> These pop icons are taking to the stage on Wednesday, 31 December at Capital Arena, and tickets are selling out fast \u2014 you can book yours on <a target=\"_blank\" href=\"https:\/\/tazkarti.com\/#\/events\/category\/88\" style=\"\" rel=\"noopener\">Tazkarti<\/a>. <\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/events\/\">Events<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/lifestyle\/\">lifestyle<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/mark-your-calendar\/\">MARK YOUR CALENDAR<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/music\/\">music<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/worth-trying\/\">worth trying<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678487\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678487\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">6<\/div>\r\n\r\n                    <p class=\"f-graphik\">GO WITH THE FLOW<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/what-the-markets-are-doing-on-23-december-2025\/\">\r\n                            What the markets are doing on 23 December 2025                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/what-the-markets-are-doing-on-23-december-2025\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                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2025&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/what-the-markets-are-doing-on-23-december-2025\/\">\n                    X                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/twitter-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/what-the-markets-are-doing-on-23-december-2025\/&title=What the markets are doing on 23 December 2025\">\n                    LinkedIn                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/linkedin-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/api.whatsapp.com\/send?text=What+the+markets+are+doing+on+23+December+2025+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F23%2Fwhat-the-markets-are-doing-on-23-december-2025%2F\">\n                    WhatsApp                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/whatsapp-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n        <\/ul>\n    <\/div>\n        <\/div>\r\n                    \r\n                <\/div>\r\n\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/what-the-markets-are-doing-on-23-december-2025\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678487\" class=\"content-area-description single-story post-678487 post type-post status-publish format-standard hentry category-go-with-the-flow tag-egx tag-enterprisepm tag-go-with-the-flow wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The EGX30 rose 0.8% at today\u2019s close<\/strong> on turnover of EGP 5.8 bn (7.0% above the 90-day average). Regional investors were the sole net sellers. The index is up 39.3% YTD.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In the green: <\/strong>Misr Cement (+4.8%), Ibnsina Pharma (+3.3%), and Abu Qir Fertilizers (+2.5%).<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In the red: <\/strong>Raya Holding (-3.0%), Qalaa Holdings (-2.9%), and Emaar Misr (-2.0%).<\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/egx\/\">EGX<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/go-with-the-flow\/\">Go with the Flow<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678488\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"678488\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">7<\/div>\r\n\r\n                    <p class=\"f-graphik\">Founder of the Week<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/meet-marina-abdel-shahid-founder-and-creative-director-of-nebet\/\">\r\n                            Meet Marina Abdel Shahid: founder and creative director of Nebet                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/meet-marina-abdel-shahid-founder-and-creative-director-of-nebet\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); 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OUR FOUNDER OF THE WEEK-<\/strong> Every Tuesday, Founder of the Week looks at how a successful member of Egypt\u2019s business or startup community got their big break, asks about their experiences running a company, and gets their advice for budding entrepreneurs. Speaking to us this week is Marina Abdel Shahid (<a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/marina-atef-abdel-shahid-a1076a99\/?originalSubdomain=eg\" style=\"\" rel=\"noopener\">LinkedIn<\/a>), founder and creative director of <a target=\"_blank\" href=\"https:\/\/nebeteg.com\/\" style=\"\" rel=\"noopener\">Nebet<\/a>.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>My name is Marina Abdel Shahid, and I\u2019m the founder and creative director of Nebet<\/strong>, an Egyptian fashion brand inspired by and rooted in Ancient Egyptian history and heritage. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>My academic experience was incredibly enriching. <\/strong>I graduated from the American University in Cairo, majoring in management of information and communication technology \u2014 essentially a bridge between business and computer science. A lot of what I learned, like how businesses are structured with interconnecting divisions, helped me a lot in my career, both with Nebet and prior to its launch. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>I started my career off in business consultancy, in Egypt and abroad. Those trips abroad were actually the reason why Nebet came to be. <\/strong>Whenever I would travel and meet new people, they would assume I was Italian. I realized that no one recognized that I was Egyptian, and I wanted my ethnicity to be known. I started looking for a high-quality statement accessory that screamed \u201cEgyptian!\u201d \u2014 I realized there were none.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>When I first thought of starting a brand, I, quite honestly, knew nothing.<\/strong> I started researching, then I went to look around Khan El Khalili. I tried looking for a high quality genuine leather bag that drew inspiration from Ancient Egypt, and I couldn\u2019t find one. I then realized that there indeed weren\u2019t any brands championing that heritage, and so Nebet came to be in 2020. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What sets Nebet apart isn\u2019t just that it draws from Ancient Egypt, it\u2019s that storytelling is interwoven with every handmade product we offer.<\/strong> From the Ankh to the Eye of Horus collections, every product we make comes accompanied by a papyrus detailing the lore, significance, and history behind its muse. It\u2019s not just about the products we sell, it\u2019s about drawing attention to our heritage, telling our story to the world. We consult Egyptologists and we ensure each element utilized is honored to the best of our ability.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The first time I felt successful, and that I had crafted something worthwhile, was on the streets of London. <\/strong>I was carrying one of the very first Nebet prototype handbags. On every corner, I was being stopped by a different person, complimented on the bag and asked about its origins. I was so taken aback I simply responded \u201cit\u2019s mine,\u201d only realizing later that I had failed to explain that I was the one who designed it. I never realized that so many people would be interested in what Nebet had to offer \u2014 sure, I knew there was a gap, but not to this extent. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The second time I truly felt successful was when my first paying client waited a year-and-a-half to get her bag after seeing the prototype on Twitter.<\/strong> She finally got the bag right before heading to the US, where I ended up receiving lots of international orders. Soon enough, there would be so many moments in which I felt I had accomplished something that mattered. The National Museum of Egyptian Civilization had contacted me and proposed displaying my bags at the museum gift shop. To my surprise \u2014 and theirs \u2014 the UNESCO director general purchased one of them. Today, five years later, Nebet\u2019s collections are proudly showcased at museums all over Egypt, including NMEC, the GEM, the Egyptian Museum, and even at the Nile-Ritz Carlton.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In five years, I want Nebet to have more international exposure, but I\u2019m mindful of what that means:<\/strong> an expansion in production, which I currently do not have, but am working towards. Having more exposure would be meaningless if I\u2019m not able to keep up with the potential demand that would come with it, so I\u2019ve been working towards perfecting my production cycle. In fact, the most difficult aspect of running Nebet is managing the production. Everything we sell is handcrafted, and I\u2019m not managing machines, I\u2019m managing people \u2014 artists. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>There have certainly been lots of economic challenges since I launched Nebet, yet it\u2019s pivotal to understand that economic instability isn\u2019t exclusive to Egypt, it\u2019s worldwide. <\/strong>The key is that you need to be agile. All the time. If prices are on the rise and they\u2019re getting too high for your consumers, then you should get creative and craft a new product line with a lower ticket price. If the market\u2019s falling off, find a new one. If people are gravitating towards e-commerce, invest in a better website. It\u2019s all about having the ability to course correct. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>There are negative connotations to the phrase \u201cMade in Egypt\u201d \u2014 that needs to change.<\/strong> What Egypt has to offer has always been of high quality, and the world should know that, that\u2019s what I\u2019d like to change about the Egyptian fashion industry: the world\u2019s perception of it. Another thing I\u2019d like to see is craftsmanship education. Back in the day, technical skills were cherished and taught, today we\u2019re seeing less and less of that. Handcrafts were a prestigious skill to have, right now they\u2019re not. I would also like to see integrated platforms catering to up-and-coming designers, aiding them in reaching manufacturers or other resources needed in establishing their own brand. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>If I hadn\u2019t founded Nebet, I believe I would have still been in business consulting.<\/strong> I find fulfillment in helping businesses grow, reach their vision, and create a sustainable business model. While it was time consuming and often very stressful, it was still an enjoyable experience. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Nothing comes easy, and that\u2019s what I would tell my younger self.<\/strong> Perfection is a hindrance to progress, and you should always embrace making mistakes. To up-and-coming entrepreneurs, don\u2019t focus on the success stories we often see on social media. Know that behind every success story are strenuous days of research and bumps along the way. Be ready to face some challenges, and remember why you started. <\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/entrepreneurship\/\">entrepreneurship<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/fashion\/\">fashion<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/founder-of-the-week\/\">FOUNDER OF THE WEEK<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"678490\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"calendar\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/678490\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-678490\" class=\"content-area-description single-story post-678490 post type-post status-publish format-standard hentry category-the-enterprisepm-entertainment-calendar wpautop entry\">\n\n\t\t\t<hr class=\"wp-block-separator has-text-color has-primary-color has-alpha-channel-opacity has-primary-background-color has-background is-style-wide\">\n\n\t\t<h2 class=\"wp-block-heading mt-0 has-primary-color has-text-color has-link-color has-normal-font-size\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">\n\t\t\t<strong> THE ENTERPRISEPM ENTERTAINMENT CALENDAR<\/strong>\n\t\t<\/h2>\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">?\ufe0f DECEMBER<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>6 December - 15 February (Saturday-Sunday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.instagram.com\/p\/DRmz8uICkMG\/\" style=\"\">Cairo Prints<\/a><\/span><span style=\"font-weight:400;\"> at Cairopolitan in Garden City. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>12 December - 15 January (Friday-Thursday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.instagram.com\/p\/DRw2XKMjG4H\/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==\" style=\"\">Cairo Art Fair<\/a><\/span><span style=\"font-weight:400;\"> at TAM Gallery, Abu Rawwash. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>21-31 December (Sunday-Wednesday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/thestadium_7809\" style=\"\">The Stadium<\/a><\/span><span style=\"font-weight:400;\"> at District 5. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>25 December (Thursday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Tul8te_7570\" style=\"\">Tul8te<\/a><\/span><span style=\"font-weight:400;\"> at El Arena, El Malahy.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>25-26 December<\/span><span> (Thursday-Friday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/umkulthummusical\" style=\"\">Umm Kulthum Musical<\/a><\/span><span style=\"font-weight:400;\"> at The Theater, Movenpick, 6th of October City.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>25-27 December<\/span><span> (Thursday-Saturday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Oliver-Twist-season2_7599\" style=\"\">Oliver by Fabrica S2<\/a><\/span><span style=\"font-weight:400;\"> at Theatro Arkan.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>26 December (Friday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Bahaa-Sultan-Concert_7730\" style=\"\">Bahaa Sultan<\/a><\/span><span style=\"font-weight:400;\"> at the Hilton Cairo Grand Nile.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>27 December (Saturday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Saad-El-Oud_7731\" style=\"\">Saad El Oud<\/a><\/span><span style=\"font-weight:400;\"> at the Hilton Cairo Grand Nile.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>31 December (Wednesday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Medhat-Saleh_7737\" style=\"\">Medhat Saleh<\/a><\/span><span style=\"font-weight:400;\"> at Theatro Arkan. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>31 December (Wednesday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/tazkarti.com\/#\/events\/category\/88\" style=\"\">New Capital Countdown Festival<\/a><\/span><span style=\"font-weight:400;\"> at Capital Arena.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">2026<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">JANUARY<\/span> <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>January: <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.instagram.com\/p\/DP4EAtLCMp0\/\" style=\"\">Al Rawi Awards<\/a><\/span><span style=\"font-weight:400;\"> submissions open. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">7 January (Wednesday): Coptic Christmas Day. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>16 January (Friday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.ticketsmarche.com\/event\/Amr-Diab-Concert_7810\" style=\"\">Amr Diab concert<\/a><\/span><span style=\"font-weight:400;\"> at Al Manara Arena. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">25 January (Sunday): January 25th Revolution \/ National Police Day. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>30 January (Friday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/registration.cairorunners.com\/races\/1\" style=\"\">Cairo Marathon<\/a><\/span><span style=\"font-weight:400;\"> normal registration ends. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">FEBRUARY <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>6 February (Friday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/registration.cairorunners.com\/races\/1\" style=\"\">Cairo Marathon<\/a><\/span><span style=\"font-weight:400;\"> at Heliopolis, Merryland Park.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">17 February (Tuesday): First day of Ramadan (TBD). <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">MARCH<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">20 March (Friday): Eid Al-Fitr (TBD). <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">APRIL<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">13 April (Monday): Sham El Nessim. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">25 April (Saturday): Sinai Liberation Day. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">MAY<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">1 May (Friday): Labor Day. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">26 May (Tuesday): Arafat\u2019s Day.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">JUNE <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">16 June (Tuesday): Islamic New Year.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">30 June (Tuesday): June 30th Revolution.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">JULY<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">23 July (Thursday): July 23rd Revolution 1952. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">AUGUST <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\">25 August (Thursday): Prophet Muhammad\u2019s Birthday. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">OCTOBER<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span>6 October (Tuesday): Armed Forces Day. <\/span><\/p>\n\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    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