{"id":679057,"date":"2025-12-28T00:00:00","date_gmt":"2025-12-28T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?post_type=afternoon&#038;p=679057"},"modified":"2025-12-28T13:52:34","modified_gmt":"2025-12-28T13:52:34","slug":"trendy","status":"publish","type":"afternoon","link":"https:\/\/enterpriseam.com\/egypt\/afternoon\/trendy\/","title":{"rendered":"Trendy"},"content":{"rendered":"<section id=\"679059\" 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=\"679059\">\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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/\">\r\n                            FinMin explores tying zero-income tax bracket to inflation rates                        <\/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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/\" 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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/')\">\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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/\">\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=Inflation is up and so should the tax-free bracket&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/\">\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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/&title=Inflation is up and so should the tax-free bracket\">\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=Inflation+is+up+and+so+should+the+tax-free+bracket+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F28%2Ffinmin-explores-tying-zero-income-tax-bracket-to-inflation-rates%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\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1565.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"679060\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/finmin-explores-tying-zero-income-tax-bracket-to-inflation-rates\/1565-jpg-20\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1565.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1565.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1565.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1565.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679059\" class=\"content-area-description single-story post-679059 post type-post status-publish format-standard has-post-thumbnail hentry category-what-were-tracking-tonight tag-economy tag-enterprisepm tag-finance-ministry tag-income-tax tag-inflation tag-tax 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;text-align: left\"><strong>Good afternoon, friends, and welcome to the start of a new workweek.<\/strong> Today\u2019s issue brings you updates on the latest FinMin developments and precious metal prices, fills you in on how Egypt can position itself as a regional telecom hub, and revisits our piece on marketing campaigns, this time focusing on those who choose to blend in rather than stand out. Let\u2019s dive in.<\/p>\n<p class=\"tag-border-left\">THE BIG STORY TODAY-<\/p>\n<p style=\"padding: 0px;margin: 0px;line-height: 1.15\">? <strong>The Finance Ministry i<\/strong><b>s preparing a wide-ranging package of fiscal reforms that targets some of the private sector\u2019s deepest structural grievances<\/b>, Deputy Finance Minister Sherif El Kilany told EnterpriseAM. The measures \u2014 which range from significant changes to how freezones are taxed to tax exemption brackets for income expanding to take into account inflation \u2014 signal the state\u2019s focus on tax fundamentals is far from over.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong><br \/>\n<b>Raising the tax exemption bracket to shield low-income earners from the pressures of inflation is currently being studied by the ministry<\/b><\/strong>, according to El Kilany. For employers, this is also a net positive \u2014 it improves employees\u2019 take-home pay without immediately forcing a gross salary hike to match inflation.<br \/>\n<strong><br \/>\n<b>CORRECTION-<\/b><\/strong> In the original version of this story, we incorrectly said that the tax exemption bracket would be pegged to inflation. Instead, the ministry is mulling a one time amendment to the rate to account for inflation.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong>** Read the full story and more in tomorrow\u2019s issue of EnterpriseAM.<\/strong><\/p>\n<p class=\"tag-border-left\">THE BIG STORY ABROAD-<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\">? <strong>Gold, silver, and platinum continue their year-end rally, breaking last week\u2019s record high.<\/strong> Precious metal prices are still climbing, with spot gold climbing as much as 1.6% over the weekend to surpass USD 4.5k per ounce, while silver has jumped 7.6% to cross the USD 77 mark. Platinum has followed suit, trading above USD 2.4k per ounce for the first time in decades.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong>Analysts believe the rally is fuelled by heightened safe-haven demand due to escalating geopolitical tensions<\/strong> following recent US military strikes against Nigeria and intensified pressure on Venezuela by the US blockade of oil tankers. The Bloomberg USD Spot Index fell 0.7% last week, its steepest decline since June, adding to the appeal of precious metals, which are on track for their best annual performances since 1979.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong>**Read more on <\/strong><strong><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-12-25\/silver-rises-to-record-gold-near-all-time-high-as-risks-persist\" target=\"_blank\" rel=\"noopener\">Bloomberg<\/a><\/strong><strong>:<\/strong> Gold and Silver Smash Records Again as Rally Gathers Momentum.<\/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: bold\">Enterprise<\/b> daily<\/h4>\n<\/div>\n<\/div>\n<\/div>\n<\/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 class=\"btn-green px-3 d-flex align-items-center\" href=\"\/egypt\/en\/user\/NewsLetters\" target=\"_blank\" rel=\"noopener\">Subscribe here<\/a><\/p>\n<p class=\"web-image-inner\"><img data-recalc-dims=\"1\" decoding=\"async\" style=\"display: block\" src=\"https:\/\/i0.wp.com\/ent.news\/2024\/6\/348.jpg?ssl=1\" alt=\"enterprise\" \/><\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong>*** It\u2019s Inside Industry day \u2014 your weekly Sunday briefing of all things industrial in Egypt.<\/strong> Inside Industry explores what it takes to turn Egypt into a manufacturing and export powerhouse, ranging from initial investment and planning through to product distribution, land allocation, industrial processes, supply chain management, labor, automation and technology, inputs and exports, and regulation and policy.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\"><strong>In<\/strong><strong> today\u2019s issue:<\/strong> We\u2019re looking at how the circular economy model in the ICT sector is putting Egypt on the path to becoming a regional telecom hub.<\/p>\n<p style=\"padding: 0;margin: 0;line-height: 1.15;text-align: left\">\u2600\ufe0f <strong>TOMORROW\u2019S WEATHER-<\/strong> Grab your favorite sweater if you haven\u2019t already \u2014 we\u2019re in for a cooler than usual day in the capital tomorrow. Temperatures are set to peak at just 20\u00b0C before cooling even further to 11\u00b0C, according to our favorite weather app.<\/p>\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\/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\/income-tax\/\">income tax<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/inflation\/\">inflation<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/tax\/\">tax<\/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=\"679061 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=\"679061\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/679061\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679061\" class=\"content-area-description single-story post-679061 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\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=\"679062\" 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=\"679062\">\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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\">\r\n                            Brand authenticity is dead; long live brand authenticity                        <\/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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\" 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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/')\">\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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\">\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=Brand authenticity is dead; long live brand authenticity&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\">\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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/&title=Brand authenticity is dead; long live brand authenticity\">\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=Brand+authenticity+is+dead%3B+long+live+brand+authenticity+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F28%2Fbrand-authenticity-is-dead-long-live-brand-authenticity%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\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1329.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"679063\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/1329-jpg-5\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1329.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1329.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1329.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1329.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679062\" class=\"content-area-description single-story post-679062 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>Last week, we explored how some brands use <\/strong><strong><a target=\"_blank\" href=\"https:\/\/enterprise.news\/egypt\/en\/news\/story\/2e524a74-578e-4e1f-b20e-479378899afb\/shock-first,-explain-later-%25e2%2580%2594-is-this-the-future-of-marketing%3F\" style=\"\" rel=\"noopener\">shock value<\/a><\/strong><strong> to cut through the <\/strong><strong>noise. Today, we\u2019re looking at the ones relying on relatability rather than controversy<\/strong>, and whether they\u2019re compromising their identity to trendiness.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Scroll through Instagram and you\u2019ll start to notice that every Reel <\/strong><strong>sounds the same.<\/strong> It\u2019s not just independent creators or everyday users \u2014 it\u2019s brands, from bakeries and restaurants all the way to real estate conglomerates and fertility clinics. Businesses are no longer leading with their products or services; they\u2019re leading with personality. The message? We\u2019re cool, just like you. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>This is the new reality of marketing:<\/strong> Viral sounds aren\u2019t just a creative choice anymore \u2014 they\u2019re table stakes. The shift toward viral humor and carbon-copy sketches isn\u2019t new, but its overwhelming prevalence is raising an obvious question: If everyone\u2019s trying to stand out, who\u2019s actually doing it?<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Where and why did the shift originate?<\/strong> Instead of leaning into shock value marketing to cut through the noise of AI-generated content, some brands are taking what appears to be a more organic approach on social media \u2014 short, viral sketches. The reasoning is straightforward: younger generations value authenticity, spontaneity, and unpolished content, Mohamed Galal, marketing expert and chairman of TSM Management, told EnterpriseAM.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Asked whether legacy brands risk alienating their existing customer base by chasing <\/strong><strong>trends, Galal offered a blunt blow:<\/strong> \u201cThat original customer base is done for. Consumers grow up until they\u2019re no longer your consumers.\u201d Why this type of outreach? \u201cBrands are now targeting an entirely new segment of customers, and those segments only react to social media,\u201d he added.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Marketing isn\u2019t art \u2014 it\u2019s a commercial function with one objective: driving revenue.<\/strong> And survival isn\u2019t a one-time pivot, it\u2019s a continuous process. Influencer marketing has already lost much of its shine, founder and lead consultant at Toolbox Marketing Consulting Nader Elhamy tells us. Once the go-to strategy for every marketing department, it\u2019s now left a sour taste in consumers\u2019 mouths. Influencer marketing started as a way to generate engagement and build credibility, which quickly eroded once influencers stopped being selective with their collaborations and started parroting PR lines for a substantial paycheck.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In short: authenticity sells. But how long until consumers tire of their favorite brands\u2019 <\/strong><strong>pandering to trends? <\/strong>If that\u2019s all a brand has to offer, that\u2019s when the sketches lose their novelty, and the strategy collapses. Striking a balance between riding the rising wave and not washing out is as pivotal as it is difficult. One brand that\u2019s been able to achieve it is Sal\u00e9 Sucr\u00e9, which has managed to employ the aforementioned social media <a target=\"_blank\" href=\"https:\/\/www.instagram.com\/reel\/DSDG4wWDUeN\/?hl=en\" style=\"\" rel=\"noopener\">skits<\/a> while maintaining its mature, professional visual and tonal <a target=\"_blank\" href=\"https:\/\/www.instagram.com\/salesucrepatisserie\/?hl=en\" style=\"\" rel=\"noopener\">identity<\/a> that has earned it its consumer base. The same could be said for La Poire, whose similar approach \u201cdidn\u2019t just generate novelty, [but also] <a target=\"_blank\" href=\"https:\/\/www.instagram.com\/reel\/DQcIP2kjMQv\/?hl=en\" style=\"\" rel=\"noopener\">multiplied engagement rates<\/a> and brand relevancy among younger age groups,\u201d Elhamy tells us.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Elhamy\u2019s advice? Survive, adapt, but don\u2019t let it come at the cost of your brand\u2019s <\/strong><strong>identity. <\/strong>\u201cThe real [way] to stand out has always been in sticking to the basics,\u201d Elhamy says. \u201cUse your communication to answer the core question: Why should the consumer choose me over competitors? When that answer isn\u2019t clear, no strategy, tactic or execution can generate effective results,\u201d he adds. \u201cWhen brands excel at the basics and use technology thoughtfully to build lovable, relevant narratives, they don\u2019t need to chase attention. They earn it.\u201d<\/p>\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=\"679064 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=\"679064\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/679064\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679064\" class=\"content-area-description single-story post-679064 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\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=\"679065\" 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=\"679065\">\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\">ON THE TUBE TONIGHT<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/the-roots-of-evil-run-deep-in-welcome-to-derry\/\">\r\n                            The roots of evil run deep in Welcome to Derry                        <\/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\/28\/the-roots-of-evil-run-deep-in-welcome-to-derry\/\" 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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Rather than feeling like a money-grab extension, the narrative integrates so naturally into the established IT universe that it feels like it was always meant to exist.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The show\u2019s crown jewel is undoubtedly Bill Skarsg\u00e5rd\u2019s return as Pennywise.<\/strong> The series improves significantly from the fifth episode onwards and becomes outstanding with his presence \u2014 he steals the show every time he pops on screen (literally and figuratively). Beyond terrifying audiences, this instalment showcases Skarsg\u00e5rd\u2019s dramatic and comedic abilities \u2014 yes, comedic. He is a clown after all. A 1908 flashback reveals Bob Gray as a carnival performer, and Skarsg\u00e5rd brings genuine warmth and tenderness to these scenes before the inevitable horror consumes everything.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The show delivers horror in spades \u2014 the violence is plenty graphic and the scares <\/strong><strong>are genuine. <\/strong>The series transforms mundane settings like movie theaters, grocery stores, and sewers into pure nightmare fuel. But what elevates Welcome to Derry beyond mere shock value is its sharp political commentary. The show addresses themes including abuse, racism, psychological trauma, and Cold War-era militarization, grounding its supernatural terrors in very real sociopolitical horrors.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>While some episodes are uneven, and pacing issues haunt the first three episodes, <\/strong><strong>the imperfections don\u2019t derail the overall experience.<\/strong> The show rewards patient viewers with increasingly compelling horror and emotional payoffs, and the plot twist in the final episodes proves both unexpected and elegant \u2014 the kind of development that expands the IT mythology rather than exploits it. And that\u2019s where Welcome to Derry succeeds where so many franchise extensions fail. For horror enthusiasts and King devotees alike, it leaves us hungry for what\u2019s yet to come \u2014 and that\u2019s exactly where a great first season should leave you.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>WHERE TO WATCH-<\/strong> The series is streaming on <a target=\"_blank\" href=\"https:\/\/osnplus.com\/en-eg\/series\/it-welcome-to-derry-65299\" style=\"\" rel=\"noopener\">OSN+<\/a>. You can have a taste of it by watching the trailer on Youtube <a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=oKa6u7LT0qE\" style=\"\" rel=\"noopener\">(watch, runtime: 2:38)<\/a>.<\/p>\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\/film-and-tv\/\">Film and TV<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/on-the-tube-tonight\/\">On The Tube Tonight<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/worth-watching\/\">worth watching<\/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=\"679067\" 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=\"679067\">\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\/28\/algeria-and-burkina-faso-go-head-to-head-in-tonights-afcon-headliner\/\">\r\n                            Algeria and Burkina Faso go head-to-head in tonight\u2019s AFCON headliner                        <\/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\/28\/algeria-and-burkina-faso-go-head-to-head-in-tonights-afcon-headliner\/\" 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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Meanwhile, Burkina Faso secured a hard-fought 2-1 W against Equatorial Guinea in their opener. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>WHERE TO WATCH- <\/strong>BeIN Sports MAX 1.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Other AFCON matches on our radar today:<\/strong><\/p>\n<ul>\n<li>Gabon vs. Mozambique (2:30pm) \u2014 watch on BeIN Sports MAX 1;<\/li>\n<li>Equatorial Guinea vs. Sudan (5pm) \u2014 watch on BeIN Sports MAX 2;<\/li>\n<li>C\u00f4te d'Ivoire vs. Cameroon (10pm) \u2014 watch on BeIN Sports MAX 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>On the home front:<\/strong> Zamalek is facing off against Baladiyat El Mahalla in the Egypt Cup round of 32 in a match that kicked off at 2:30pm. As of publication, Zamalek is ahead with one goal to Baladiyat El Mahalla\u2019s nil.<\/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>European league fixtures on our radar:<\/strong><\/p>\n<ul>\n<li>Sunderland vs. Leeds United \u2014 Premier League (4pm);<\/li>\n<li>Crystal Palace vs. Tottenham Hotspur \u2014 Premier League (6:30pm);<\/li>\n<li>Cremonese vs. Napoli \u2014 Serie A (4pm);<\/li>\n<li>Atalanta vs. Inter Milan \u2014 Serie A (9:45pm).<\/li>\n<\/ul>\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=\"679068\" 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 class=\"issue-section__content\" style=\"flex-direction: column;\">\r\n  \r\n                <h4 class=\"wp-block-heading has-text-align-center has-normal-font-size\">\r\n                <span class=\"has-primary-color stk-highlight\">This publication is proudly sponsored by<\/span><\/h4>\r\n                \r\n\r\n                \r\n                <div class=\"wp-block-stackable-carousel alignwide stk-block-carousel stk--is-slide stk--infinite-scroll stk--arrows-justify-space-between stk--arrows-align-center stk-block stk-a38cfb2 sponsor-slider-container mb-0\" data-slides-to-show=\"3\" data-block-id=\"a38cfb2\"><style>.stk-a38cfb2 {--slides-to-show:3 !important;}.stk-a38cfb2 .stk-block-carousel__button{background:#00000099 !important;fill:#FFFFFF !important;border-radius:4px !important;}.stk-a38cfb2 .stk-block-carousel__button svg.ugb-custom-icon :is(g, path, rect, polygon, ellipse){fill:#FFFFFF !important;}<\/style>\r\n                <div class=\"stk-block-carousel__content-wrapper\">\r\n                <div class=\"stk-row stk-inner-blocks stk-block-content stk-block-carousel__slider-wrapper stk-content-align stk-a38cfb2-column alignwide\">\r\n                <div class=\"stk-block-carousel__slider\" role=\"list\" data-autoplay=\"4000\" data-label-slide-of=\"Slide %%d of %%d\">\r\n            <div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-46c5f99\" 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<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-r1xmy6u\" data-v=\"4\" data-block-id=\"r1xmy6u\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-r1xmy6u-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-r1xmy6u-inner-blocks\">\r\n            <div class=\"issue-sponsor-slide\">\r\n                <img data-recalc-dims=\"1\" decoding=\"async\" draggable=\"false\" src=\"https:\/\/i0.wp.com\/ent.news\/internal\/240928.jpg?ssl=1\">\r\n                <div class=\"overlay\"><\/div>\r\n                <div class=\"content\">\r\n                    <a draggable=\"false\" href=\"https:\/\/www.beltoneholding.com\/\" target=\"_blank\" class=\"logo\" rel=\"noopener\">\r\n                        <img decoding=\"async\" draggable=\"false\" src=\"https:\/\/ent.news\/internal\/27484.svg\" alt=\"\">\r\n                    <\/a>\r\n                    <span>Where disruption meets success<\/span>\r\n                <\/div>\r\n            <\/div>\r\n            <\/div><\/div><\/div>\r\n        \r\n            <div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-9c2ah46\" data-v=\"4\" data-block-id=\"9c2ah46\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-9c2ah46-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-9c2ah46-inner-blocks\">\r\n            <div class=\"issue-sponsor-slide\">\r\n                <img data-recalc-dims=\"1\" decoding=\"async\" draggable=\"false\" src=\"https:\/\/i0.wp.com\/ent.news\/internal\/240936.jpg?ssl=1\">\r\n                <div class=\"overlay\"><\/div>\r\n                <div class=\"content\">\r\n                    <a draggable=\"false\" href=\"https:\/\/cira.com.eg\/\" target=\"_blank\" class=\"logo\" rel=\"noopener\">\r\n                        <img decoding=\"async\" draggable=\"false\" src=\"https:\/\/ent.news\/internal\/27480.svg\" alt=\"\">\r\n                    <\/a>\r\n                    <span>Shaping the future of education in Egypt<\/span>\r\n                <\/div>\r\n            <\/div>\r\n            <\/div><\/div><\/div>\r\n        <\/div><div class=\"stk-block-carousel__buttons\"><button class=\"stk-block-carousel__button stk-block-carousel__button__prev\" aria-label=\"Previous slide\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"chevron-left\" class=\"svg-inline--fa fa-chevron-left\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 320 512\" width=\"32\" height=\"32\"><path d=\"M34.52 239.03L228.87 44.69c9.37-9.37 24.57-9.37 33.94 0l22.67 22.67c9.36 9.36 9.37 24.52.04 33.9L131.49 256l154.02 154.75c9.34 9.38 9.32 24.54-.04 33.9l-22.67 22.67c-9.37 9.37-24.57 9.37-33.94 0L34.52 272.97c-9.37-9.37-9.37-24.57 0-33.94z\"><\/path><\/svg><\/button><button class=\"stk-block-carousel__button stk-block-carousel__button__next\" 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data-attachment-id=\"679070\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/ring-in-2026-with-hakim-at-somabay\/1334-jpg-10\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1334.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1334.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1334.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/12\/1334.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679069\" class=\"content-area-description single-story post-679069 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>Spending <\/strong><strong>New Year\u2019s Eve at SomaBay? You won\u2019t miss out on the NYE fun \u2014 <\/strong><strong>catch <\/strong><strong><a target=\"_blank\" href=\"https:\/\/www.instagram.com\/p\/DRP5hqHDRHu\/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==\" style=\"\" rel=\"noopener\">El Sahra<\/a><\/strong><strong> with iconic singer Hakim at The Theatre<\/strong>, alongside performances by LaToya Live, Vlada, and DJ George Gehad. You can get your tickets for Wednesday, 31 December on <a target=\"_blank\" href=\"https:\/\/events.itstali.com\/event\/1\/New+Year%E2%80%99s+Eve+2026%3A+El+Sahra?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQMMjU2MjgxMDQwNTU4AAGnW7KJFf_Rri0VA86lD6xLHGmX8faqwpKYhJX18-w24xvljKI9JqT4Vn8QqMA_aem_Yfb9zbDasLhv9PsyXvW5pA\" style=\"\" rel=\"noopener\">Tali<\/a>. <\/p>\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=\"679071\" 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=\"679071\">\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\/28\/what-the-markets-are-doing-on-28-december-2025\/\">\r\n                            What the markets are doing on 28 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\/28\/what-the-markets-are-doing-on-28-december-2025\/\" 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\/28\/what-the-markets-are-doing-on-28-december-2025\/')\">\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\/28\/what-the-markets-are-doing-on-28-december-2025\/\">\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=What the markets are doing on 28 December 2025&url=https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/what-the-markets-are-doing-on-28-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\/28\/what-the-markets-are-doing-on-28-december-2025\/&title=What the markets are doing on 28 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+28+December+2025+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F12%2F28%2Fwhat-the-markets-are-doing-on-28-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\/28\/what-the-markets-are-doing-on-28-december-2025\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679071\" class=\"content-area-description single-story post-679071 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 0.9% at today\u2019s close<\/strong> on turnover of EGP 4.5 bn (17.8% below the 90-day average). Local investors were the sole net buyers. The index is up 39.9% 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 (+9.1%), Qalaa Holdings (+3.6%), and E-finance (+3.3%).<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In the red:<\/strong> Beltone Holding (-1.4%), Abu Qir Fertilizers (-0.6%), and ADIB (-0.6%).<\/p>\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<div class=\"alignfull inside-industry vertical-section wide-section wp-block-group issue-section\" id=\"679072\">\r\n    <div class=\"issue-section__content\">\r\n        <div class=\"alignwide wp-block-columns\">\r\n            <div class=\"wp-block-column sidebar-vertical-info\" style=\"flex-basis:22.8%\">\r\n                <figure class=\"wp-block-image size-full\">\r\n                                            <img decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/resources.inktankir.com\/internal\/27470.svg\" style=\"width:80%\" alt=\"\" >\r\n                                    <\/figure>\r\n                <p>\r\n                    Our weekly look at the issues, trends, and policies that are shaping Egypt's manufacturing industries.                <\/p>\r\n                <p class=\"has-text-color has-link-color\">\r\n                    Published every Sunday in EnterprisePM.                <\/p>\r\n                <div class=\"wp-block-buttons mt-0\">\r\n                    <div class=\"wp-block-button\">\r\n                        <a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/enterpriseam.com\/egypt\/inside-industry\/\">\r\n                            Read Inside Industry                            \r\n                        <\/a>\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"wp-block-column issue-section\">\r\n                <div class=\"story-section\">\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\">INSIDE INDUSTRY<\/p>\r\n                        <h3 class=\"story-title\"><a href=\"https:\/\/enterpriseam.com\/egypt\/inside_industry\/how-the-circular-economy-model-is-putting-egypt-on-the-map-as-a-regional-telecom-hub\/\">  \r\n                            How the circular economy model is putting Egypt on the map as a regional telecom hub<\/a>\r\n                        <\/h3>\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\/inside_industry\/how-the-circular-economy-model-is-putting-egypt-on-the-map-as-a-regional-telecom-hub\/\" 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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With partnership expansions and specialized centers for network equipment maintenance and phone refurbishment, Egypt is now a testing ground for replicable circular business models \u2014 a first step toward becoming a regional hub for telecom equipment rehabilitation and technical support services.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What we know: <\/strong>The initiative, under UNIDO\u2019s <a target=\"_blank\" href=\"https:\/\/www.switchtocircular.eu\/\" style=\"\" rel=\"noopener\">SWITCH to Circular Economy Value Chains<\/a><a target=\"_blank\" href=\"https:\/\/www.switchtocircular.eu\/\" style=\"\" rel=\"noopener\">(Switch2CE)<\/a> program, aims to reduce electronic waste and build a complete value chain that returns devices to the usage cycle through repair, refurbishment, and reassembly. Funded with EUR 21 mn, the initiative supports Egypt\u2019s transition to a circular economy in electronics, reduces toxins from irresponsible e-waste disposal, raises awareness in rural communities about reuse and recycling, and empowers citizens and institutions to participate in a sustainable system that turns electronic waste into reusable resources.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>From theory to practice: <\/strong>One Circle has successfully transformed the circular economy concept in Egypt from theory into an operational program by making the telecom sector the first local sector to have a full reuse system, according to UNIDO program manager M\u00fcge Dolun. Two specialized centers have been established: one network unit repair line in partnership with Nokia and global logistics and supply chain player DSV, and a smartphone refurbishment center in collaboration with electronics refurbishment company <a target=\"_blank\" href=\"https:\/\/upgrade.me\/en\/?srsltid=AfmBOoq3qwtIuVDGsQYRrqZw3Ypl2SxLqAR0roWz6GYlCYjP1XcWr_ci\" style=\"\" rel=\"noopener\">Upgrade<\/a>, e-waste recycling company <a target=\"_blank\" href=\"https:\/\/www.etadweer.com\/\" style=\"\" rel=\"noopener\">e-Tadweer<\/a>, and Orange Egypt.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Results of the initiative: <\/strong><\/p>\n<ul>\n<li><strong>More than 300 network units were repaired locally<\/strong> with Telecom Egypt and Orange Egypt; <\/li>\n<li><strong>Over 1.3k refurbished smartphones sold with certified warranties <\/strong>through Orange Egypt outlets, generating revenues of around EGP 40 mn; <\/li>\n<li><strong>10.2 tons of electronic waste were collected<\/strong>, <a target=\"_blank\" href=\"https:\/\/ent.news\/2025\/12\/371.pdf\" style=\"\" rel=\"noopener\">including<\/a> over 2k phones;<\/li>\n<li><strong>More than 60 green <\/strong><strong>jobs were created<\/strong><strong> and technicians were upskilled<\/strong> in advanced repair technologies;<\/li>\n<li><strong>Partner networks expanded from 15 to 44 over two years<\/strong>;<\/li>\n<li><strong>70.9 kg of carbon <\/strong><strong>emissions<\/strong> <strong>were prevented<\/strong>. <\/li>\n<\/ul>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Consumer acceptance challenges: <\/strong>Strong demand exists for refurbished devices, especially amid rising prices, and certified warranties boost consumer confidence. However, challenges include general distrust of second-hand devices, difficulty sourcing used devices locally, waiting lists for buyers, import restrictions on used devices due to national security concerns, and collection challenges, according to Orange Egypt. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Why Egypt? <\/strong>Companies participating in the initiative chose Egypt independently, Switch2CE chief technical advisor Mark Drake told EnterpriseAM. A large market, strategic geographic location, active telecom sector with around 500k specialists, high consumption of electronics, and increasing electronic waste make Egypt attractive. \u201cPrivate sector companies do not stay in unrealistic projects. Their continued participation proves we are on the right track,\u201d Drake added.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Egypt as a testing lab: <\/strong>The Egyptian experiment is a real laboratory for reuse and recycling business models. \u201cWe test and experiment: sometimes the model works, sometimes it needs adjustments, but the ultimate goal is a replicable, scalable model,\u201d Drake said. Success in Egypt allows UNIDO to present the model to governments and financial institutions to facilitate funding and expansion. Egypt was chosen intentionally, with the medium-term goal of becoming a regional hub for telecom equipment rehabilitation, maintenance, and recycling.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Regulatory challenges and recommendations for early 2026: <\/strong>Major gaps in the sector include insufficient volume in collected devices and a lack of efficient collection mechanisms. UNIDO is discussing regulatory challenges with Egyptian government bodies and plans to release an analytical report in early 2026 outlining the legislative framework, prospects, and areas needing adjustment.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Funding is not the main challenge\u2026 <\/strong>The project is funded through grants and technical assistance from UNIDO, financed by the EU and the Finnish government. The main challenge is the lack of sustainable business models that investors can evaluate. UNIDO is working with the European Investment Bank to build local banks\u2019 capacity to assess circular economy projects and fund circular investments.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u2026 volume is. <\/strong>Recycling or refurbishment cannot succeed without sufficient quantity and quality of products. \u201cWe need large volumes of phones and electronics to attract private investment. This is what we are working on through new partnerships to collect devices from sales outlets,\u201d Drake told us.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Future expansion: <\/strong>The circular economy in Egypt is profitable, practical, and efficient, according to UNIDO officials and partners. It presents an avenue for environmentally friendly investments, and positions Egypt as a regional hub for telecom equipment refurbishment, building a competitive green economy.<\/p>\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\/inside-industry\/\">INSIDE INDUSTRY<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/manufacturing\/\">Manufacturing<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/recycling\/\">recycling<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/sustainability\/\">sustainability<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/telecoms\/\">TELECOMS<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/unido\/\">UNIDO<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"wp-block-column\" style=\"flex-basis:19.8%\"><\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n<section id=\"679074\" 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\/28\/679074\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-679074\" class=\"content-area-description single-story post-679074 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>31 December (Wednesday): <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/cairojazzclub.ticketsmarche.com\/en\/all.html\" style=\"\">Taxi El Sahra<\/a><\/span><span style=\"font-weight:400;\"> - New Year\u2019s Eve at CJC 610. <\/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:\/\/cairojazzclub.ticketsmarche.com\/en\/all.html\" style=\"\">Disco Arabesquo<\/a><\/span><span style=\"font-weight:400;\"> - New Year\u2019s Eve at CJC Agouza.<\/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:\/\/ticketegypt.venflare.com\/events\/d1a13f48-9c83-41ed-987f-6b18e66417f3\" style=\"\">Saint Levant, Notre Dam, and Wass<\/a><\/span><span style=\"font-weight:400;\"> at Cubix, El Gouna.<\/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 style=\"font-weight:400;\">6 October (Tuesday): Armed Forces Day. <\/span><\/p>\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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