{"id":618265,"date":"2024-04-04T00:00:00","date_gmt":"2024-04-04T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2024\/04\/04\/beyond-iftar-unveiling-ramadans-cultural-tapestry\/"},"modified":"2024-04-04T00:00:00","modified_gmt":"2024-04-04T00:00:00","slug":"beyond-iftar-unveiling-ramadans-cultural-tapestry","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2024\/04\/04\/beyond-iftar-unveiling-ramadans-cultural-tapestry\/","title":{"rendered":"Beyond Iftar: Unveiling Ramadan\u2019s cultural tapestry"},"content":{"rendered":"

Fasting isn\u2019t the only shared experience we look forward to during<\/strong> Ramadan.<\/strong> Beyond the spiritual reflection and delicious treats lies another staple of the Holy Month: The world of entertainment. Publicist Inc., a comms and publicity agency based in Egypt, compiled data from 24 sources and 34 reports to analyze entertainment habits in the MENA region, giving us insight into a season-specific industry that costs USD bns annually.<\/p>\n

This deep dive reveals how the small screen transforms during Ramadan<\/strong>, lit up by TV shows and commercials produced specifically for the Holy Month, and more often than not becoming launchpads for earworms \u2014 their theme songs and jingles become the soundtracks of the season.<\/p>\n

These productions become more than entertainment:<\/strong> They spark conversations that spill over from living rooms to offices to social media, igniting discussions, celebrating exceptional performances, and \u2014 this year \u2014 representing solidarity with Palestine. A closer look at the core of these trends places a finger on the socio-economic and political pulse of the region.<\/p>\n

No surprise here \u2014 Egypt leads the drama production industry.<\/strong> Egypt is responsible for 58% of all TV shows airing during Ramadan, continuing its reign as the region\u2019s chief filmmaker \u2014 Egypt produces around three-quarters<\/a> of all TV show and film output in the Arab world year-round. The remaining 42% of Ramadan drama production is shared by the remaining 20 countries in the MENA region.<\/p>\n

So what have we been watching?<\/strong> Comedies top the charts this year, with Ashghal Shaqa<\/a> dominating discussions and praise. According to Publicist Inc., of the top 10 roles being commended online, four go to actors on Ashghal Shaqa \u2014 Mostafa Ghareeb, Enaam Saloosa, Eman El Sayid, and Entesar. The six remaining spots are divided across five shows, with Aala Nesbit Moshahda<\/a> \u2019s Salma Abu Deif and Mohamed Mahmoud being hailed as this year\u2019s favorite actors.<\/p>\n

Other hits drawing Egyptians in on Shahid<\/strong>are El Madah, El Atawla, Aala Nesbit Moshahda, and Kamel El Adad<\/a>. While Neama El Avocato<\/a> didn\u2019t break our top five, the show was popular both in the KSA and the UAE. Watch It\u2019s offerings garnered high views as well, with the country\u2019s favorites being El Hashashin, Lahzet Ghadab<\/a>, El Kebeer Awi, El Mealim, and Haqq Arab.<\/p>\n

INSIGHTS THIS RAMADAN- <\/strong><\/p>\n

#1- The 15-episode series is dominating the season.<\/strong> In an interesting development, the 15-episode series format has climbed the ranks, making up 65% of the shows airing during Ramadan this year. Popular shows only taking up half of the season are Neama El Avocato, Farawla, Kamel El Adad and Khaled Nour and His Son Nour Khaled<\/a>, among others. This format has seen a 28% rise since last year, when it stood at 37% of all Ramadan TV shows.<\/p>\n

#2- Several productions mirrored Egyptians\u2019 interest in local brands in support of<\/strong> Palestine.<\/strong> Several Egyptian TV shows and commercials have made an effort to promote local brands. Massar Egbari<\/a> gave brands like Spiro Spathis airtime on the show, Neama El Avocato\u2019s director was praised for revising shots to avoid inadvertent marketing for international brands, and Banque Du Caire\u2019s ad promoted locally manufactured products.<\/p>\n

#3- Commercials that have shown solidarity with Palestine have gone viral<\/strong>, which was present in WE\u2019s commercial featuring watermelons on people\u2019s clothes, which are a symbol of Palestinian resistance.<\/p>\n

Others came under fire for insensitivity towards the cause.<\/strong> Lunch Box, Ghada Adel\u2019s adaptation of NBC\u2019s Good Girls, was criticized for lightheartedly quoting a video of a Palestinian mother crying over her son, who was killed by Israeli forces, prompting the director to apologize. Tamer Hosny, on the other hand, defended his ad<\/a> work for Chipsy, now owned by Pepsi, but emphasized his support for Palestine.<\/p>\n

#4- Light shone on controversial topics: <\/strong>TV shows leading the discussions this year were Aala Nesbit Moshahda and Selat Rahim.The first discusses a social development many view as the bane of our culture: Chasing internet clout. Aala Nesbit Moshahda shows the lengths to which some people go to chase high viewership on social media.<\/p>\n

Selat Rahim presented a more ethical dilemma.<\/strong> Surrogacy and abortion are rarely explored in mainstream Egyptian media, and Selat Rahim<\/a> sparked many debates regarding the ethics, legality, and religious permissibility of these complex social issues.<\/p>\n

#5- Once controversial, <\/strong>mahraganat<\/strong> music is now making a comeback in mainstream<\/strong> media.<\/strong> In 2020, Hany Shaker, then-head of the Musicians\u2019 Syndicate, called mahraganat a threat to Egyptian culture<\/a>. Despite the Syndicate still exerting pressure<\/a> on singers of this genre, mahraganat tracks have topped music streaming platforms this Holy Month, headlining as theme songs for six of the top Ramadan TV shows, including Haqq Arab, Masar Egbari, and El Atawla.<\/p>\n

Other interesting <\/strong>advents<\/strong> being seen this year is the inclusion of international celebrities<\/strong> in ads launched during Ramadan.<\/strong> Egypt and Saudi Arabia have partnered with the likes of Messi, Cristiano Ronaldo, and Ronaldo\u2019s partner Georgina Rodriquez to support their advertising campaigns. Because nothing screams Ramadan Kareem like seeing Messi in a ghotra.<\/p>\n","protected":false},"excerpt":{"rendered":"

Controversy and shorter 15-episode series are some of the new trends that picked up this year<\/p>\n","protected":false},"author":1,"featured_media":618266,"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":[7965],"tags":[633,283,1032],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-618265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-enterprisepm","tag-media","tag-ramadan","wpautop","entry"],"acf":{"mongo_id":"e1bdb0c1-4291-48ce-8965-a32690c896e6","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2024\/4\/388.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Beyond Iftar: Unveiling Ramadan\u2019s cultural tapestry","related_issue":[618250],"teaser":"Controversy and shorter 15-episode series are some of the new trends that picked up this year","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2024\/4\/.0450e14f-566e-45f0-8634-09a0b3a9912d.mp3"},"yoast_head":"\nBeyond Iftar: Unveiling Ramadan\u2019s cultural tapestry - 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First on their hitlist: Ramez Galal\u2019s annual prank show. Set in Mecca during the early Islamic period, the comedy troupe\u2019s sketch Ramez\u2026","rel":"","context":"In "Worth watching"","block_context":{"text":"Worth watching","link":"https:\/\/enterpriseam.com\/egypt\/category\/lifestyle\/worth-watching\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2017\/7\/872.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":647450,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/05\/10\/ramadan-mosalsalat-cost-egp-2-bn\/","url_meta":{"origin":618265,"position":2},"title":"Ramadan mosalsalat cost EGP 2 bn","author":"enterpriseam admin","date":"10 May 2017","format":false,"excerpt":"Producers spent EGP 2 bn on making and promoting \u201cmosalsalat\u201d for Ramadan, Al Masry Al Youm says. Adel Emam\u2019s show during the holy month is said to have cost EGP 80 mn to produce.","rel":"","context":"In "ON YOUR WAY OUT"","block_context":{"text":"ON YOUR WAY OUT","link":"https:\/\/enterpriseam.com\/egypt\/category\/on-your-way-out\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":650613,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/03\/28\/egyptians-expected-to-spend-55-of-their-monthly-budget-on-food-during-ramadan-ipsos\/","url_meta":{"origin":618265,"position":3},"title":"Egyptians expected to spend 55% of their monthly budget on food during Ramadan -Ipsos","author":"enterpriseam admin","date":"28 March 2017","format":false,"excerpt":"Survey on Ramadan spending habits: Food is expected to account for the lion\u2019s share of Egyptians\u2019 expenditures during the month of Ramadan at 55% of total spending for the month, followed by clothing at 15%, according to the results of an Ipsos poll announced at a press conference on Monday,\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":686522,"url":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/17\/trade-the-city-for-a-farm-to-table-iftar-at-hazel-farm-this-ramadan\/","url_meta":{"origin":618265,"position":4},"title":"Trade the city for a farm-to-table Iftar at Hazel Farm this Ramadan","author":"enterpriseam admin","date":"17 February 2026","format":false,"excerpt":"\ud83c\udf3d Up for a farm getaway during the holy month? Hazel Farm is hosting a Ramadan on the Farm special on Friday, 27 February, and Saturday, 28 February. The evening begins with a sunset farm tour of the Giza grounds, followed by a farm-to-table iftar. The night continues with dessert\u2026","rel":"","context":"In "Mark Your Calendar"","block_context":{"text":"Mark Your Calendar","link":"https:\/\/enterpriseam.com\/egypt\/category\/mark-your-calendar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2026\/2\/1103.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":616779,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/03\/11\/egyptians-will-have-less-food-on-their-iftar-tables-this-ramadan\/","url_meta":{"origin":618265,"position":5},"title":"Egyptians will have less food on their iftar tables this Ramadan","author":"enterpriseam admin","date":"11 March 2024","format":false,"excerpt":"What\u2019s on the iftar table? The Associated Press dives into the Ramadan festivities and foods across the Middle East as Muslims across the world welcome the holy month \u2014 the Egypt focus of the piece takes a look at how Egyptians are struggling to put food on the table this\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/3\/838.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/618265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=618265"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/618265\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/618250"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/618266"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=618265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=618265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=618265"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=618265"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=618265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}