{"id":584015,"date":"2023-03-24T00:00:00","date_gmt":"2023-03-24T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2023\/03\/24\/ramadan-will-always-be-ramadan-devaluation-or-not\/"},"modified":"2023-03-24T00:00:00","modified_gmt":"2023-03-24T00:00:00","slug":"ramadan-will-always-be-ramadan-devaluation-or-not","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2023\/03\/24\/ramadan-will-always-be-ramadan-devaluation-or-not\/","title":{"rendered":"Ramadan will always be Ramadan, devaluation or not"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\"> <\/span><span style=\"font-weight:700\">If we as a nation had a personal financial planner in this first <\/span><span style=\"font-weight:700\">post-devaluation Ramadan, she would be borrowing a turn of phrase from Joey: <\/span><span>\u201c<\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.youtube.com\/watch?v=ITdTCZsJOU8&t=8s\" style=\"\">It looks like it\u2019s going to be a lean Ramadan in the Dragon house this year. Lean, lean, lean.<\/a><\/span><span style=\"font-weight:400;\">\u201d<\/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\">Her prescription would be simple: Cut, cut, cut <\/span><span style=\"\">your expenses. Rip up your Ramadan <\/span><span style=\"font-weight:400;\">shopping list the way your fur baby rips apart your favorite shoes.<\/span><\/p>\n<ul>\n<li><span>That 12-piece set of rose-gold \u201cbismillah\u201d napkin rings for the \u201cstart with \u2018bismillah,\u2019 end with \u2018Alhumdillah\u2019\u201d table napkins? <\/span><span style=\"font-weight:700;\">Cut.<\/span><\/li>\n<li><span>The Bohemian crystal serving set for the kushaf? <\/span><span style=\"font-weight:700;\">Cut.<\/span><\/li>\n<li><span>The funky Ramadan lights you want to hang in the front yard \/ balcony \/ tree? Uhm, did you see your last electricity bill? <\/span><span style=\"font-weight:700;\">Cut.<\/span><\/li>\n<\/ul>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">The Grinch who stole Christmas has sent his delegate to steal Ramadan, but we\u2019re not <\/span><span style=\"font-weight:700\">listening. <\/span><span>As a<\/span><span style=\"font-weight:400;\">nation, we refuse to hear the words \u201ceconomic meltdown\u201d in this particular month \u2014 the only thing we want melting is the cheese in our kunafa nabulseya. Pundits can sound the alarm about the risk of a recession as loud as they want \u2014 unless it\u2019s the boom of the mudafaa el iftar, we\u2019re not listening. And if it\u2019s the economic End Times, we\u2019re going to treat every iftar as if it were The Last Supper.<\/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\">Everything is multiplied in Ramadan: <\/span><span style=\"\">The thawab we get for good deeds is infinite. Many <\/span><span>believe umrah in Ramadan is the equivalent of hajj. Devotions on laylet el qadr are worth 1k <\/span><span style=\"font-weight:400;\">nights, not one. <\/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\">\u2026but it\u2019s not just the spiritual: <\/span><span style=\"\">Ramadan sees us all going into hyper-consumerist overdrive. <\/span><span style=\"font-weight:400;\">This is Egypt, people, where Ramadan is the unofficial party season of the Islamic calendar. Brace yourselves for an avalanche of iftar and suhoor invitations (that you have to reciprocate). Mind numbing soaps with 10 minutes of star-studded ads for every one minute of content. Shopping lists that all but demand spouses rob a bank or seek a divorce. <\/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\">The nay-sayers who claim this is the year in which to tighten our belts?<\/span><span style=\"\"> Send them to my <\/span><span style=\"font-weight:400;\">mother\u2019s house where she can put them in a Ramadan food coma from which they won\u2019t awake until after Eid El Fitr. <\/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\">Save the date \u2014 and your big appetite. Ramadan is kryptonite for social hermits<\/span><span style=\"font-weight:700\">. <\/span><span style=\"font-weight:400;\">We started getting STDs (get your minds out of the gutter) weeks ago. Don\u2019t like your mother-in-law\u2019s cooking? The sooner you accept that there\u2019s no escape, the better. <\/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\">You might be able to get out of your distant aunt\u2019s iftar invitation, but there\u2019s no skipping <\/span><span style=\"font-weight:700\">the company iftar. <\/span><span>HR wants you to know that the having of fun is mandatory. Once upon a time, in the days before the float, these fairytale gatherings were hosted at five-star hotels, the Citadel or some similarly fancy-schmancy location. This year? Don\u2019t get your hopes up. Rumor has it HR has already booked Gad as the caterer. Enjoy the tameyya with the annual lecture (Godfather style) about how \u201c<\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.goodreads.com\/quotes\/475769-the-strength-of-a-family-like-the-strength-of-an\" style=\"\">the strength of family, like the strength of an army, is in its loyalty to each other<\/a><\/span><span style=\"font-weight:400;\">.\u201d <\/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\">Our hearts go out to the gang from the finance department. <\/span><span style=\"\">Imagine having to sit through <\/span><span style=\"font-weight:400;\">iftar, all eyes on you, justifying (over and over again) the CEO\u2019s decision to skip bonuses and raises this 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:700\">The silver lining: In this year of budget cutbacks, kids and spouses won\u2019t be welcome at <\/span><span style=\"font-weight:700\">the company iftar or suhoor. <\/span><span>Good for them \u2014 good for you. <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/m.facebook.com\/ComedyCentral\/videos\/mr-poop-the-office\/2875772436013587\/?locale=ne_NP&_rdr\" style=\"\">You don\u2019t want to be Meredith, do you, Mr. Poop?<\/a><\/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\">Did you dodge your least-favorite coworker at the iftar? <\/span><span style=\"\">Don\u2019t worry, you\u2019re destined to meet <\/span><span style=\"font-weight:400;\">tomorrow or the day after at Koueider, the official pre-iftar hotspot of Ramadan. Then, sweets secured, already late and racing through Cairo\u2019s insane traffic, you get to run the gauntlet of Ramadan Street Ninjas. Armed with bottles of water, juice boxes, and dates, they\u2019re determined to do their good deed for the day by throwing themselves in front of your car in the moments before you break your fast \u2014 and they\u2019re not taking \u201cNo, thank you\u201d for an answer. (Unless you\u2019re willing to run them over, perhaps.) These agents of kheir mean well \u2014 nevermind whether the bottle of water they toss your way smacks you in the head or lands safely on in your spouse\u2019s lap. Consider it your annual reminder of how the road to hell is paved with good intentions.<\/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\">Did you survive the traffic and Ramadan Street Ninjas? Dying to dig into the mahshi? Not <\/span><span style=\"font-weight:700\">so fast:<\/span><span> Etiquette guru <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.instagram.com\/aminashelbayaofficial\/?hl=en\" style=\"\">Ameena Shelbaya<\/a><\/span><span style=\"font-weight:400;\"> will tell you to sit properly, calmly, and have one bite at a time. Ameena, leave the table. Here, we feast like beasts, Ramadan-style.<\/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\">What if you have two iftar invitations on the same day \u2014 neither of which you can <\/span><span style=\"font-weight:700\">decline<\/span><span style=\"font-weight:400;\">? Apply what I call the \u201csour and sweet\u201d strategy: Eat the mahshi at your in-laws\u2019, and save room for the kunafa and tea at your aunt\u2019s. Simple.<\/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\">If you\u2019re like us (barely able to drag yourself out of bed to gulp down a few spoons of <\/span><span style=\"font-weight:700\">yogurt or peanut butter before fajr) then suhoor gatherings are not for you. <\/span><span style=\"font-weight:400;\">Whether in tents, event spaces or at house parties, there\u2019s no showing up in your PJs to what have become shishi-foofoo events. <\/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\">We\u2019re way past 2018, folks. That\u2019s when MAC Cosmetics Middle East was mocked for <\/span><span style=\"font-weight:700\">releasing a <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;font-weight:700;\"><a href=\"https:\/\/edition.cnn.com\/2018\/05\/26\/us\/mac-cosmetics-suhoor-trnd\/index.html\" style=\"\">\u201cget ready for suhoor\u201d video<\/a><\/span><span style=\"font-weight:400;\">, in which a makeup artist created a look on a hijab model. Back then, the cosmetics brand raised many an eyebrow for being \u201cinsensitive to the holy month.\u201d Today\u2019s suhoors demand you go out fully made up from head to toe.<\/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\">Speaking of eyebrows: Where was MAC to save us from the huge, fat, tattooed eyebrows<\/span><span style=\"font-weight:400;\">that actress Mona Zaki sports in her upcoming Ramadan drama? And lest you accuse me of being sexist: What\u2019s with all of the fake mustaches on the small screen? <\/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\">Long gone are the days when TV offered us a balanced diet of Ramadan entertainment. <\/span><span style=\"font-weight:400;\">Does anybody else remember the days when we \u201cmade do\u201d with three big series and some fawazeer? This year, there are nearly three dozen shows competing for your attention. And you could be forgiven for feeling there\u2019s little difference between the big shows of each year: The herd moves from mental illness to mind-game thrillers only to arrive at Upper Egyptian vendettas. <\/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\">This year\u2019s \u201cbig idea\u201d? It seems to be the ummdah \u2014 the small-town, Upper Egyptian <\/span><span style=\"font-weight:700\">mayor. <\/span><span style=\"font-weight:400;\">Lucky us: We have Gaafar El Ummdah, Hadret El Umddah and Nelly Kareem playing an Upper Egyptian wearing a frown that goes perfectly with her black galabeya. Brace yourself for a good ride this Ramadan, Saeedi friends.<\/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\">Look away from the screen for just a second and you\u2019ll miss seeing Nelly ditch her <\/span><span style=\"font-weight:700\">character\u2019s galabeya for a designer floral dress. <\/span><span style=\"font-weight:400;\">What happened? You\u2019re now watching ads \u2014 for soap. For food. For residential compounds. You name it. During Ramadan, ad agencies\u2019 magic lamps conjure forth not genies, but stars like Youssra, Dorra, Tamer Hosny, Hani Ramzi \u2014 all of whom appear to grant advertisers\u2019 wishes, whether that\u2019s selling A\/Cs, snack foods, or undergarments.<\/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\">There\u2019s a special place in hell for whoever decided it was okay to have a ratio of 10 <\/span><span style=\"font-weight:700\">minutes of ad time for every one minute of show content. <\/span><span style=\"font-weight:400;\">And then the geniuses in broadcast television wonder why more and more viewers are jumping to streaming services like Netflix and Shahid?  <\/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\">Advertisers aren\u2019t the only ones clamoring for our attention \u2014 charity organizations are <\/span><span style=\"font-weight:700\">begging for it, too. <\/span><span>Banking on an uptick in generosity during the holy month (when the faithful typically choose to give <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/en.wikipedia.org\/wiki\/Zakat\" style=\"\">zakat<\/a><\/span><span> and <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/en.wikipedia.org\/wiki\/Sadaqah\" style=\"\">sadaqah<\/a><\/span><span>) charities line up celebrities every Ramadan in hope that their endorsements will lead to an uptick in donations. <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.marketingweek.com\/celebrity-endorsements-fail-to-boost-engagement-with-charities\/\" style=\"\">Is there any research out there to prove that a celeb endorsement leads to more money coming in?<\/a><\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\">(And a special note to all of the health-focused charities out there: Could you please stop using <\/span><span style=\"font-weight:400;\">suffering children to raise money? Seriously, the end usually doesn\u2019t justify the means.)<\/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\">But as much as we complain, maybe it has always been so? <\/span><span style=\"-webkit-text-decoration-skip:none;font-weight:700;text-decoration-skip-ink:none;\"><a href=\"https:\/\/open.spotify.com\/album\/5t5DG78c58nvo8fBfmV2Hs\" style=\"\">Ramadana hayefedal howa<\/a><\/span><span style=\"-webkit-text-decoration-skip:none;font-weight:700;text-decoration-skip-ink:none;\"><a href=\"https:\/\/open.spotify.com\/album\/5t5DG78c58nvo8fBfmV2Hs\" style=\"\">howa howa<\/a><\/span><span style=\"font-weight:400;\">(Ramadan will always be Ramadan), Yasmine Abdel Aziz and Karim Abdel Aziz would have us believe. A beautiful and unique mix of spirituality and consumerism. Of prayer and suhoor parties \u2014 and no matter how lean it gets, members of the Dragon family will always find a place at someone\u2019s iftar table.<\/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;\">Happy Ramadan, everyone.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\">ANALYZE THIS is a regular Enterprise Weekend column by the Mother of the Resident 15 <\/span><span style=\"font-weight:400;\">Year-old. Analyze This will be on hiatus for the month of Ramadan. See you after Eid El-Fitr, folks. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reflections on Ramadan, Egypt-style, c. 2023<\/p>\n","protected":false},"author":1,"featured_media":584016,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7292],"tags":[6657,1032],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-584015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyze-this","tag-op-ed","tag-ramadan","wpautop","entry"],"acf":{"mongo_id":"2c2d395c-a3c0-4b69-9663-cc62d00febe5","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2023\/3\/We-ad.jpg","photo_position":"above","homepage_title":"","full_issue_title":"In Egypt, Ramadan will always be Ramadan, devaluation or not","related_issue":[584002],"teaser":"Reflections on Ramadan, Egypt-style, c. 2023","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2023\/3\/.5271b735-d2a4-47e0-8015-ba758bb4df02.mp3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ramadan will always be Ramadan, devaluation or not - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2023\/03\/24\/ramadan-will-always-be-ramadan-devaluation-or-not\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ramadan will always be Ramadan, devaluation or not\" \/>\n<meta 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