In a bold step to strengthen the future of franchising in the Arab world, Egypt’s Micro, Small, and Medium Enterprise Development Agency (MSMEDA) has entered into a strategic partnership with National Franchises, a Saudi-based institution focused on franchise development across the region.
The collaboration will culminate in the organization of the Egyptian-Saudi International Franchise Expo, scheduled for early 2026, which is expected to become the largest franchise event in the Arab region, drawing over 300 brands from Egypt, Saudi Arabia, and beyond.
A Vision for Arab Franchising Empowerment
Basil Rahmy, CEO of MSMEDA, said the initiative reflects Egypt’s commitment—under the directives of Prime Minister Mostafa Madbouly—to support local enterprises, expand Egyptian brands regionally and globally, and stimulate sustainable economic growth.
Expo to Launch Arab Franchise Excellence Awards
The 2026 event will not only serve as a commercial exhibition, but also introduce the new edition of the Arab Franchise Excellence Awards, aimed at recognizing innovation and leadership in franchising across the region.
The expo will host government delegations, investors, and franchise networks from Egypt, Saudi Arabia, and international markets, with dedicated sessions for:
- B2B franchise matchmaking
- Market entry consultations
- Investment readiness programs
- Knowledge exchange on legal and regulatory frameworks
Saudi Support and Regional Integration
Abeer Abdullah Julaih, Chairwoman of National Franchises and organizer of the upcoming expo, praised the cooperation with MSMEDA, describing it as a “qualitative leap in Arab franchising collaboration”.
Julaih also extended her gratitude to the Saudi Embassy in Cairo, specifically the Saudi Commercial Attaché, for facilitating Saudi business engagement in Egypt and supporting cross-border economic development.
A Launchpad for Local Brands to Go Global
As part of this initiative, MSMEDA has started working with around 70 Egyptian brands across various sectors—including food, retail, and services—to prepare them for franchising through:
- Technical support
- Quality enhancement
- Branding strategy development
- Legal and procedural advisory
Dr. Raafat Abbas, MSMEDA’s Head of Development Sectors, emphasized that franchise development is now a strategic priority, with efforts underway to improve the business climate and legal ecosystem that supports franchise growth.
Strategic Goals and Long-Term Vision
Both partners agree that the Egyptian-Saudi Franchise Expo will serve as a pan-Arab economic platform, offering:
- Investment gateways for entrepreneurs
- Expansion opportunities for existing franchises
- Policy dialogues to foster harmonized regulatory frameworks
This event marks the beginning of a strategic Arab partnership in franchising,” Rahmy affirmed. “It aims to create strong business bridges that connect Arab entrepreneurs to global markets, empowering them to contribute to the region’s sustainable economic future.”
