MSMEDA Signs Cooperation Protocol to Organize the First Arab International Franchise Exhibition in Egypt
By: Ayman Ramadan El Sherif
Basel Rahmy, CEO of the Micro, Small and Medium Enterprise Development Agency (MSMEDA),
announced that Dr. Mostafa Madbouly, Prime Minister of Egypt and Chairman of MSMEDA’s Board of Directors,
will sponsor the first Egyptian-Saudi International Franchise Exhibition, scheduled to take place in April 2026.
The event is supported by Saudi Arabia’s General Authority for Small and Medium Enterprises (Monsha’at)
and aims to strengthen bilateral investment partnerships, connect investors with entrepreneurs and brand owners,
and promote franchise culture across the region.
Rahmy emphasized that franchise support services are a top priority within MSMEDA’s strategic plans,
as franchising represents a future-oriented approach to supporting businesses and providing growth opportunities
for various types of enterprises, particularly innovative and entrepreneurial ventures seeking international expansion.
His remarks came 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 Abeer Abdullah Youssef Guleih, Chairwoman of Franchise International Agency,
signed a memorandum of understanding aimed at supporting and developing Egyptian brands and qualifying them
according to international franchise standards.
The signing ceremony was attended by Dr. Raafat Abbas, General Supervisor of Development Programs at MSMEDA,
Mohamed Medhat, Deputy CEO of MSMEDA, senior agency officials,
and a large group of brand owners from Egypt and Saudi Arabia.
Rahmy explained that cooperation with the specialized franchise company will strengthen efforts to support and develop
Egyptian brands through a business accelerator program designed for emerging brands seeking expansion through franchising.
The company will also register qualified businesses with the Franchise Center at Monsha’at Saudi Arabia,
helping create export opportunities for Egyptian brands across Saudi Arabia and the Gulf region.
He added that MSMEDA will nominate Egyptian brands for participation in the accelerator program and support their
participation in the Egyptian-Saudi Franchise Exhibition. The company, in cooperation with MSMEDA,
will officially implement the accelerator program, coordinate with government entities,
provide technical and consulting support, and register qualified brands with the Franchise Center at Monsha’at Saudi Arabia.
Rahmy noted that the program aims to select and qualify at least 30 Egyptian brands in its initial phase,
focusing on emerging businesses that require development and qualification,
as well as brands seeking local and international expansion and possessing the capabilities necessary for growth.
He further explained that MSMEDA supports franchise businesses through financing programs and technical assistance
for both new and existing enterprises, in addition to investors and young entrepreneurs interested in entering
the franchise sector.
He pointed out that the agency has extensive experience in franchising through cooperation with franchise-granting companies,
currently working with approximately 70 brands across various sectors,
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 Saudi Arabia,
emphasizing that their participation reflects the importance of the franchise sector
and their active role in its development.
She stated 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 within Egypt’s diverse and brand-rich market.
Guleih also announced the launch of the Egyptian-Saudi International Franchise Exhibition,
which will take place on April 8, 2026, at the Egypt International Exhibition Center in Cairo.
The exhibition is expected to become a leading platform for brands and investors
to exchange expertise and establish long-term strategic partnerships.
She noted that the accelerator program for Egyptian brands will enhance their operational and legal readiness,
preparing them for sustainable local and regional expansion with greater confidence.
Guleih expressed her appreciation to all strategic partners,
particularly MSMEDA in Egypt and Monsha’at in Saudi Arabia, for their continuous support.
She also extended her gratitude to the Embassy of the Custodian of the Two Holy Mosques in Egypt
for its ongoing assistance and commitment to the initiative.
She concluded by stressing 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 creates sustainable opportunities for future expansion.