Basel Rahmy: MSMEDA Cooperates with Franchise International Agency for Business Development to Organize the First Arab International Franchise Exhibition in Egypt
By: Ayman Ramadan El Sherif
As part of the strong support provided by Egypt’s political leadership and government to the small and medium enterprise sector, considered a key pillar of economic development and job creation in line with Egypt Vision 2030, Basel Rahmy, CEO of the Micro, Small and Medium Enterprise Development Agency (MSMEDA), announced that Prime Minister Dr. Mostafa Madbouly, Chairman of MSMEDA’s Board of Directors, will sponsor the first Egyptian-Saudi International Franchise Exhibition in April 2026.
The event is supported by Saudi Arabia’s General Authority for Small and Medium Enterprises (Monsha’at) and aims to strengthen investment partnerships between the two countries, connect investors with entrepreneurs and brand owners, and promote franchise culture.
Rahmy emphasized that franchise support services are among MSMEDA’s top priorities, as franchising represents a forward-looking approach to supporting businesses and providing the tools for success across various sectors, particularly innovative and entrepreneurial projects seeking international expansion.
These remarks were made during a conference announcing a joint cooperation agreement with Franchise International Agency for Business Development to organize an Egyptian-Saudi Franchise Exhibition next April. During the event, Rahmy and Ms. Abeer Abdullah Youssef Guleih, Chairwoman of the company, signed a memorandum of understanding to support and develop Egyptian brands and qualify them according to franchise standards.
The signing ceremony was attended by Dr. Raafat Abbas, General Supervisor of Development Programs at MSMEDA, Mohamed Medhat, Deputy CEO of MSMEDA, as well as several agency officials and brand owners from Egypt and Saudi Arabia.
Rahmy stated that cooperation with the franchise-specialized company will strengthen efforts to support and develop Egyptian brands through a business accelerator program that will be launched for emerging brands seeking expansion through franchising.
He added that the company will register qualified businesses with the Franchise Center affiliated with Monsha’at in Saudi Arabia, helping create export opportunities for Egyptian brands across Saudi Arabia and the Gulf region through the franchise model.
Rahmy explained that MSMEDA will nominate Egyptian brands for the accelerator program and support their participation in the Egyptian-Saudi Franchise Exhibition. The company will also implement the accelerator program, coordinate with government entities, and provide technical and consulting support to Egyptian brands while registering qualified businesses with the Franchise Center of Monsha’at Saudi Arabia.
He noted that the program aims to select and qualify at least 30 Egyptian brands in its first phase, focusing on emerging brands that require qualification and development or are seeking local and international expansion and possess the necessary capabilities to achieve growth.
Rahmy confirmed that MSMEDA supports franchise projects by providing financing and technical assistance to both new and existing businesses, as well as investors and young entrepreneurs interested in operating under the franchise model.
He further noted that MSMEDA has extensive experience in the franchise sector through cooperation with franchise-granting companies. The agency currently works with nearly 70 brands across various industries, with expectations of significant growth in the coming years.
Launch of the Egyptian-Saudi International Franchise Exhibition
For her part, Abeer Guleih, Chairwoman of Franchise International, welcomed brand owners, franchise experts, and guests from the Kingdom of Saudi Arabia, emphasizing that their participation reflects the importance of the sector and their active role in its development.
She explained that the conference serves as a platform for aligning common objectives, particularly the establishment of a globally competitive Arab franchise market by leveraging the maturity of both the Egyptian and Saudi franchise experiences, while highlighting the significant opportunities available in the Egyptian market due to its diversity and wealth of brands.
She also announced the launch of the Egyptian-Saudi International Franchise Exhibition, which will be held on April 8, 2026, at the Egypt International Exhibition and Convention Center in Cairo. The exhibition will serve as a key platform for brands and investors to exchange expertise and build long-term strategic partnerships.
She confirmed that the accelerator program for qualifying Egyptian brands will enhance their operational and legal readiness, preparing them for sustainable local and regional expansion with confidence.
She also expressed her gratitude to all strategic partners, particularly MSMEDA in Egypt, Monsha’at in Saudi Arabia, and the Embassy of the Custodian of the Two Holy Mosques in Egypt, for their continuous support of this initiative.
She concluded by emphasizing that the exhibition and its accompanying initiatives represent a practical step toward building an integrated franchise ecosystem that supports Arab brands, strengthens economic growth, and opens new horizons for sustainable development.