In a significant move to bolster economic ties between two of the region’s largest markets, Egypt and Saudi Arabia are set to launch the first Egyptian-Saudi International Franchise Exhibition. The landmark event, scheduled for April 2026 in Cairo, aims to foster cross-border investment and create expansion opportunities for brands across MENA.
The announcement was made by Basil Rahmy, CEO of Egypt’s Micro, Small, and Medium Enterprises Development Agency (MSMEDA), which will organize the event under the patronage of Egyptian Prime Minister Dr. Mostafa Madbouly. The exhibition receives key support from Saudi Arabia’s General Authority for Small and Medium Enterprises (Monsha’at), underscoring a shared commitment to developing the franchise sector.
A Strategic Partnership for Growth
The foundation for the expo was laid during a conference where MSMEDA signed a Memorandum of Understanding (MoU) with Franchise International Agency. This collaboration is designed to develop and qualify Egyptian brands according to international franchising standards, preparing them for regional and global expansion.
Basil Rahmy emphasized that supporting the franchise system is a top priority for MSMEDA, viewing it as a vital tool for the success of innovative and entrepreneurial projects looking to scale beyond their local markets. “This is a future-oriented approach to supporting the enterprise sector and an ideal means to provide the tools for success for various types of projects,” Rahmy stated.
Accelerator Program to Propel Egyptian Brands
A core component of the partnership is the launch of a dedicated accelerator program for emerging Egyptian brands aspiring to expand through franchising. The program aims to initially select and qualify at least 30 promising brands, focusing on those needing development or those with the financial capacity for domestic and international growth.
Upon completion, qualified brands will be registered in Monsha’at’s Franchise Center in Saudi Arabia. This move is a strategic gateway, creating direct export opportunities for Egyptian brands into the Kingdom and the wider GCC region. MSMEDA will nominate and support brands for the accelerator, while Franchise International Agency will provide technical and advisory support.
Building a Pan-Arab Franchise Hub
Abeer Jleih, Chairwoman of Franchise International Agency, highlighted the event’s ambition to build a global Arab market for franchising by leveraging the mature experiences of both Egypt and Saudi Arabia. She noted the immense potential within the diverse and rich Egyptian market.
“The exhibition, scheduled for April 8, 2026, at the Egypt International Exhibition Center in Cairo, will be the most important platform for brands and investors to exchange experiences and build long-term strategic partnerships,” Jleih announced. She added that the accompanying accelerator program will enhance the operational and legal readiness of Egyptian brands, equipping them to expand with confidence and sustainability.
About MSMEDA
The Micro, Small, and Medium Enterprises Development Agency (MSMEDA) is an Egyptian governmental entity responsible for developing and supporting the SME sector in Egypt. It provides a comprehensive suite of financial and non-financial services aimed at promoting entrepreneurship, creating employment opportunities, and contributing to the country’s overall economic development.
Source: Akhbar El Yom
