Cairo –
It was announced today that Egyptian Prime Minister Dr. Mostafa Madbouly will officially sponsor the Egyptian–Saudi International Franchise Exhibition (FRANEX), marking the first initiative of its kind in the Arab Republic of Egypt. The sponsorship reflects the government’s growing interest in the franchise sector as a key driver of economic growth and a catalyst for supporting small and medium-sized enterprises (SMEs).
The announcement was made during a press conference organized by Franchise International in Cairo, attended by representatives of the Micro, Small and Medium Enterprise Development Agency (MSMEDA), government officials, business leaders, franchise experts, and brand owners from both Egypt and the Kingdom of Saudi Arabia.
Mr. Basel Rahmy, CEO of MSMEDA, emphasized that the agency places increasing importance on the franchise sector due to its role in helping businesses expand, improve competitiveness, and access new markets. He noted that the exhibition will serve as a valuable platform for connecting brands with investors while fostering local and international partnerships.
For her part, Ms. Abeer Guleih, Chairwoman of Franchise International, stated that the exhibition represents a strategic platform for expanding Egyptian brands into regional markets, particularly the Saudi market. She highlighted the maturity of the Saudi franchise ecosystem and the significant opportunities available within the Egyptian market.
Guleih also announced the launch of a specialized program aimed at qualifying and developing 30 Egyptian brands to establish their own franchise systems. The initiative seeks to enhance their operational and legal readiness, enabling sustainable local and regional expansion with confidence.
The exhibition will take place from April 8 to April 10 at the Egypt International Exhibition Center (EIEC) in Cairo. More than 150 Egyptian brands, 100 Saudi brands, and 150 international brands are expected to participate.
The event aims to attract approximately 30,000 visitors, including investors and entrepreneurs, while facilitating the signing of hundreds of partnership and investment agreements.
The conference also featured a series of specialized panel discussions addressing the future of franchising and concluded with presentations of successful franchise case studies by leading brands, attended by government representatives and business leaders.
The organizing company confirmed that the exhibition marks a new phase in Egyptian–Saudi economic cooperation and contributes to building an integrated franchise ecosystem that supports Arab brands and creates broader opportunities for growth and investment.
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