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Lounge Magazine, Heliopolis (2025)

08/07/2025

Toyota Egypt Wins the 2024 Toyota International Sales Award for Material Handling and Renews Distribution Agreement for the Coming Years

In a new milestone that reinforces its regional and international leadership, Toyota Egypt Group has been awarded the prestigious Toyota International Sales Award for Material Handling 2024, presented by Toyota Material Handling International (TMHI). The award was presented to Mr. Ahmed Monsef, CEO of the Group, during the International Distributors Conference held in Japan. This recognition showcases the company’s remarkable performance in achieving extraordinary sales results and delivering optimal customer support.
This award is considered one of the the most notable recognitions given by TMHI, granted to only four distributors worldwide who have excelled in meeting sales targets, attaining high levels of customer satisfaction—particularly among global key accounts—and excelling in positioning material handling products as a leading and distinguished choice in this vital sector. This global recognition reflects the exceptional standard of operations achieved by Toyota Egypt Group in material handling, in terms of professionalism, service quality, and a commitment to delivering integrated solutions that meet customer expectations.
During the conference, Toyota Egypt Group also renewed its distribution agreement with Toyota Material Handling International, as part of a long-term strategic partnership aimed at solidifying cooperation and continuing its success journey in the years ahead.
In this regard, Mr. Ahmed Monsef, CEO of Toyota Egypt Group, expressed his pride in the achievement, stating: “Receiving this international award reflects the culmination of our efforts, driven by a clear strategy focused on operational excellence, team development, and delivering reliable solutions that serve both global and local companies, all while upholding the highest standards of customer satisfaction. This accomplishment is the outcome of ongoing investment in our human capital—a professional and passionate team that consistently strives for excellence. This award marks an international recognition of Toyota Egypt Group’s outstanding performance.”
It is worth noting that, through its material handling division, Toyota Egypt offers a wide range of innovative solutions and services tailored to meet the needs of various industrial and commercial sectors in the Egyptian market, positioning the group as a trusted strategic partner to many local and international businesses operating in Egypt.

01/07/2025

Green Sharm Transforms El-Gharqana Village into Egypt’s First Successful Ecotourism Model

Green Sharm, an initiative by the United Nations Development Programme (UNDP), in collaboration with the Ministry of Environment, has successfully implemented Egypt’s first ecotourism model in El-Gharqana Village within the Nabq Protected Area in South Sinai. The initiative aims to improve the livelihoods of the local community, integrate them into ecotourism activities, and support efforts to conserve the natural resources of Nabq. Engineer Mohammed Elewa, Director of Green Sharm, shared details of this successful transformation that turned El-Gharqana into a pioneering icon of ecotourism in Egypt.

Engineer Mohammed Elewa explained that the development of El-Gharqana Village in Nabq Protected Area comes within the Ministry of Environment’s broader strategy to upgrade Egypt’s nature reserves by preserving ecosystems and enhancing infrastructure across protected areas. The goal is to elevate the standard of ecotourism in the country in a way that supports biodiversity conservation, diversifies available activities, promotes sustainable economic development, and opens up investment opportunities for the private sector while creating jobs for local residents.

In a press statement, Elewa added that the development of El-Gharqana Village focused first on community development through several key pillars. These included constructing 51 Bedouin-style houses for local families over a total area of approximately 75,000 square meters. The design and construction were based on environmental and traditional Bedouin architectural principles, using red brick and domes to ensure natural ventilation and reduce reliance on air conditioning. The project also provided furniture and furnishings for these homes in a way that suits the needs of the villagers.

He added that, within the same pillar, the project collaborated with the villagers to establish a local NGO responsible for providing assistance to residents and creating job opportunities. This was achieved through launching a heritage handicrafts workshop, which offers a sustainable source of income, helps preserve traditional crafts and products, and creates items that appeal to tourists, thus enhancing local residents’ engagement in ecotourism activities.

Elewa noted that the second pillar of the development project focused on environmental development by building integrated infrastructure for the village. This included installing water and wastewater tanks, waste management systems, and solar energy facilities for each housing unit. Additionally, a desalination plant was established to secure water resources for both the local community and ecotourism activities. A visitor center was also developed at the Nabq Protected Area to welcome guests while ensuring the site is protected from pollutants.

The third component of the project was economic development, which focused on creating opportunities for private sector investment in ecotourism within protected areas. This aims to attract tourists, encourage citizens to explore these unique areas, and foster greater understanding of the cultural diversity of local communities, all in support of the tourism sector and the growth of ecotourism in Egypt.

Elewa emphasized the significance of developing El-Gharqana Village in advancing ecotourism in Egypt. The project not only contributes to improving living standards for local residents by providing employment and additional income, but also boosts tourism revenues. Ecotourism is considered among the highest-yielding tourism types and contributes to diversifying Egypt’s tourism offerings, thus attracting a new segment of travelers interested in environmental and nature-based experiences.

29/06/2025

Egyptian Outdoor Expands Presence in Downtown Cairo with New Advertising Space on October Bridge

Egyptian Outdoor, one of the companies under United Media Services, has announced the acquisition of marketing rights for a new advertising space at Gezira Youth Center on 6th of October Bridge. This step comes as part of the company’s strategy to strengthen its presence in Downtown Cairo, diversify options for its clients by targeting high-density areas, and at the same time support the government’s efforts to maximize the utilization of assets.

The new advertising space acquired by Egyptian Outdoor is a double decker outdoor, consisting of two vertically stacked levels. It accommodates either two separate advertisements placed one above the other or a single large ad visually divided into two aligned vertical segments. This format increases advertising surface area at a single site, allows for message diversification, and enhances visual impact through repetition or striking vertical design.

Egyptian Outdoor offers premier outdoor advertising services in Egypt, with screens located in some of the country’s highest-traffic areas. The company also owns and operates the most advanced types of advertising screens, including the first 5D screen of its kind in the region. This groundbreaking screen offers a powerful tool for brands to engage with their target audiences and is strategically positioned at Cairo International Airport, one of Africa’s largest airports, which receives millions of passengers annually.

25/06/2025

HMZ Group Launches "Joint" Home Furniture Manufacturing Shutter company

HMZ Holding, the mother company of Homzmart, the leading e-commerce furniture platform, announced today the launch of "Joint," the holding company's industrial arm specializing in home furniture production and supply chain management. This strategic move is marked by the operationalization of its state-of-the-art Joint Plant, the factory, in the 6th of October Industrial Zone, backed by an initial investment exceeding $1 million, to produce 60,000 high-quality furniture pieces annually.

This pioneering project is part of a broader "Joint" ecosystem that integrates 60 factories, whose production lines are exclusively dedicated to Joint, representing a total investment surpassing $4 million. Joint Plant itself is set to produce approximately 20% of the combined output of these integrated supply chains, with ambitious plans for gradual capacity expansion to reach 700,000 pieces annually by 2027. This venture will generate thousands of direct and indirect job opportunities across manufacturing, assembly, logistics, and supply chain sectors, significantly bolstering the local labor market and stimulating economic growth.

Joint Plant is the first of its kind in Egypt and the Middle East dedicated to high-quality home furniture manufacturing, with investments exceeding $1 million. This is a strategic step aimed at enhancing the company's manufacturing capabilities, supporting national industry, and expanding its presence in regional markets.

Spanning an area of 10,000 square meters, the Joint Plant boasts an annual production capacity of approximately 60,000 furniture pieces, positioning it as one of the largest specialized home furniture manufacturers in the Egyptian market. Joint represents a qualitative leap in Egypt's furniture industry, anchored by a modern vision that embraces innovation and advanced technology across all stages of the production chain.

Joint's meticulous production plan was developed based on an in-depth analysis of consumer behavior over recent years, accounting for seasonal variations and geographical differences. This has enabled the design of a flexible and intelligent production system, capable of adapting to fluctuating demand. Consequently, this minimizes storage requirements, as pieces are produced and sold according to carefully studied pre-planned schedules, ensuring efficiency and quality of delivery.

In addition to meeting the escalating demand in the Egyptian market, Joint is strategically targeting expansion into regional and international export markets. This includes the Arab region, the African continent, and European countries, leveraging its capability to provide high-quality products at competitive prices with record delivery times, all within an integrated manufacturing system that adheres to global standards and meets the diverse needs of both retailers and distributors.

In this context, Mahmoud Ibrahim, CEO of HMZ Holding and Founder of Joint, stated: "The inauguration of the Joint factory embodies our deep commitment to bolstering local manufacturing and delivering high-quality furniture products that meet our customers' aspirations and possess regional and global competitiveness. This project not only reflects our vision for national industrial development but also represents a tangible contribution to supporting the Egyptian economy by providing direct employment opportunities, expanding our export base, especially to the markets of Africa and Europe, and building an industrial ecosystem capable of achieving self-sufficiency and contributing to sustainable development plans."

He added: "We are committed to long-term investments in the Egyptian market, in alignment with Egypt's Vision 2030, to establish Egypt as a regional industrial hub for furniture and home product industries."

Omar Selim, Chief Business Officer at Homzmart and Managing Director of Joint, commented: "This factory marks a turning point in the company's journey towards localizing the furniture industry. We now possess an advanced manufacturing infrastructure that allows us full control over the production chain, from design to delivery, positively reflecting on product quality and customer experience. Our ability to meet the increasing local market demand rapidly and efficiently will further contribute to our regional expansion, particularly through exports to international markets."

Joint focuses on producing one of the largest assortments of home furniture in the Egyptian market, including: bedrooms, dining rooms, living rooms, sofas, armchairs, salons, corner sofas, various types of couches, sofa beds, beds, wardrobes, recliners, tables, and kitchens. This unequivocally reaffirms Joint's commitment to providing diverse and high-quality products that meet local consumer needs and keep pace with modern design and functional trends.

The opening of Joint comes at a time when the Egyptian market is witnessing a notable increase in demand for locally manufactured products. Joint aims to meet this demand by strengthening the local supply chain and shortening delivery times, ensuring product availability with the highest quality and competitive prices across the Republic.

18/06/2025

SKF Organizes Heavy Industries Day in Celebration of 50 Years in Egypt

In celebration of five decades of successful operations in Egypt, SKF, the global leader in bearing technologies and industrial solutions, hosted an exclusive event under the title “Heavy Industries Day”. The occasion reaffirmed the company’s unwavering commitment to advancing national industrial capabilities, particularly across the steel, cement, and paper sectors, pillars of Egypt’s heavy industry landscape.

The event convened a distinguished audience, including H.E. Dag Juhlin-Dannfelt, Ambassador of the Kingdom of Sweden to Egypt, alongside prominent figures from Egypt’s industrial and investment community, senior executives of leading local and international companies operating in heavy production sectors.

In his opening speech, the Swedish Ambassador highlighted the depth of bilateral relations between Sweden and Egypt across various fields, noting that SKF has played a pivotal role in supporting and advancing Egypt’s heavy industries through the provision of advanced technologies and investment in local talent.

“Sweden reaffirms its commitment to strengthening economic and industrial cooperation with Egypt, in light of the growing role of Swedish companies in supporting Egypt’s Vision 2030, particularly in the areas of sustainability, innovation, and knowledge transfer. We firmly believe that the future holds promising opportunities for deeper collaboration, and we look forward to continuing our work with our Egyptian partners to help build a green, resilient economy founded on innovation and inclusivity”, he added.

Throughout the event, SKF presented its most innovative and comprehensive suite of industrial solutions that have played a pivotal role in enhancing the operational efficiency and resilience of Egypt’s manufacturing infrastructure. Key highlights included the company’s intelligent bearing systems, designed to reduce unplanned downtimes and optimize asset performance, as well as predictive maintenance services powered by advanced vibration analysis and remote sensing technologies, enabling continuous production and improved reliability.

“SKF has been a key enabler of growth across Egypt’s most critical industrial sectors. Egypt represents one of the most dynamic and strategically significant markets for SKF in the region, driven by sustained industrial and economic momentum. Our commitment to our clients goes far beyond providing premium products; it encompasses delivering integrated solutions and advanced services that align with their evolving needs and empower them to achieve their operational and productivity goals. As we look to the future, we remain committed to strengthening strategic partnerships and contributing to Egypt’s broader industrial development objectives through innovation, collaboration, and operational excellence.” Stated Khaled El Dessouky, General Manager of SKF Egypt.

During the event, SKF spotlighted its advanced centralized lubrication systems, which offer precise control over lubrication cycles, reduce energy consumption, and promote sustainable plant operations. The company further emphasized the strategic importance of workforce development, outlining its capacity-building programs and technical support services aimed at upskilling engineers and technicians across Egypt’s major industrial facilities. These programs are designed to elevate technical competencies and enable adoption of the latest maintenance and operational standards.

In addition, SKF showcased its contributions to large-scale industrial expansion projects across various strategic sectors. These include delivering specialized solutions engineered to endure the harsh conditions of the steel industry, optimizing rotary kiln and mill performance in cement manufacturing, and deploying cutting-edge technologies that enhance production speeds and minimize friction within the paper industry, ultimately driving productivity and reducing operating costs.

18/06/2025

PepsiCo Egypt Launches “Pepsi Stars” in Partnership with Right to Dream and PepsiCo Foundation to Develop the Next Generation of Football Talent

PepsiCo Egypt announced the launch of “Pepsi Stars”, a groundbreaking football development program in partnership with global football academy Right to Dream and supported by the PepsiCo Foundation, the philanthropic arm of PepsiCo. With an aggregate investment of EGP 200 million over the next three years, this bold initiative aims to identify and empower Egypt’s next generation of football talent by providing an integrated platform that combines state-of-the-art infrastructure, fully equipped training centers, elite sports coaching, academic education, and personal development.
The program was announced during a press conference held to sign the partnership agreement between Karim Khadr, Chairman and CEO of PepsiCo Egypt, Mohammed Wasfy, CEO of Right to Dream Egypt and Hatim Khan, Senior Director International Programs at PepsiCo Foundation. A step that reaffirms their commitment to supporting the future of football in Egypt. The conference was also attended by several prominent Egyptian football stars, including Abdelaziz Abdelshafy (Zizo), Mohamed Zidan, Hazem Emam, Ahmed Hassan and Mohamed Nagy Gedo, who expressed their support for the program and praised its importance in discovering a new generation of talented players.
Building on PepsiCo’s long-standing legacy of investing in youth and sports, most notably through the Pepsi Schools League, which helped launch the careers of international stars like Mohamed Salah and Mohamed Elneny, Pepsi Stars represents the next phase in the company’s commitment to creating opportunities for young Egyptians. Additionally, the Pepsi Stars supports the PepsiCo Foundation’s work to help the next generation of leaders develop the skills needed to thrive by providing opportunities that will help participants gain leadership and team-building experience while fostering physical and mental resilience. The program aims to engage one million youth aged 7 to 18 over the next three years through expert coaching, inclusive scouting, and modern training facilities across the country.
Karim Khadr, Chairman and CEO of PepsiCo Egypt, expressed his pride in launching Pepsi Stars, calling it a natural continuation of PepsiCo’s role in youth development: “At PepsiCo, we believe in the potential of Egyptian youth and seek opportunities to help provide them with the tools they need to succeed.
Khadr added: “Pepsi Stars is more than just a program; it’s an ecosystem designed to help turn dreams into reality. By partnering with Right to Dream, we’re providing a platform that combines world-class facilities, training, and holistic development to help nurture the potential of our youth. With the generous support of the PepsiCo Foundation, we are building a sustainable legacy over the next years, impacting up to one million young talents across Egypt.”
Sir Mohamed Mansour, Chairman, Right to Dream, said: “At Right to Dream, we believe that talent and excellence are everywhere, and it is our mission to increase opportunities for young people to pursue their dreams. Ever since we launched our academy in Egypt in 2022, we have continued to deliver real impact, whether through our academy in Badya, west Cairo, or via our men’s and women’s teams at FC Masar, one of the fastest-growing clubs in the country. Through this exciting new partnership with PepsiCo Egypt, we will be able to significantly expand our reach and generate countless new opportunities for youth in Egypt.”
“The PepsiCo Foundation is proud to support Pepsi Stars as we work to enable youth development through sports and empower young athletes through new pathways to success,” said Hatim Khan, Senior Director of International Programs at PepsiCo Foundation. “While access to structured sports has been a challenge for youth in Egypt, this initiative will open doors for players to advance in football, education, and beyond - creating impactful opportunities for the next generation of rising stars in our communities.”
As part of this national initiative, PepsiCo, the PepsiCo Foundation, and Right to Dream will develop and fully equip nine football pitches across various governorates, including Mansoura, Beheira, Ismailia, Greater Cairo and Giza, Minya, Luxor, Aswan, Alexandria, and Marsa Matrouh. These fields will be free of charge and publicly accessible, serving as community hubs for talent discovery and development. Right to Dream will oversee operations, ensuring sustainable pitch management, structured programming, and on- and off-field scouting. This program promotes social inclusion, grassroots sports development, and community participation, offering an open invitation for talent identification. Scouts and coaches will be present throughout the day, ensuring that any child or youth, even outside official scouting events, can be discovered.
At the heart of Pepsi Stars is a structured training program for boys and girls aged 7 to 12, selected through Right to Dream’s nationwide scouting efforts. Each year, the program will assess over 70,000 young players across Egypt, evaluating football talent, educational potential, and character. Around 1,000 children will be selected to receive elite coaching, mentorship, and character development, with a direct pathway to join the Right to Dream Academy, where they will complete a 5-6 year residential program — fully sponsored — that is intended to either position them for a professional football career or help them secure full academic scholarships at leading U.S. universities.
Additionally, 80 annual scouting events will be organized across all Egyptian governorates to scout 100,000 young talents each year. These events will extend the program’s reach, providing an opportunity for boys and girls up to age 18 to be discovered, regardless of location within Egypt.
Pepsi Stars also integrates cutting-edge technology, including the PSK evaluation tool by Change-Maker, which helps ensure fair, data-driven performance assessments tailored for today’s tech-savvy youth.
In addition to grassroots initiatives, Pepsi has signed seven Egyptian young talents aged 17-18, all of whom are currently playing in the Egyptian Premier League and have been previously called up to the national team. These players will receive nutrition plans, training, and international tryouts in top football clubs and European leagues.

04/06/2025

Sawiris Foundation Signs an MoU with AFD, Essam and May Allam Foundation, and the Louis Dreyfus Foundation to Develop Agricultural Solutions

To advance innovative, climate-smart agricultural solutions that support smallholder farmers in Egypt—particularly in the governorates of Sohag and Minya—Sawiris Foundation has signed a Memorandum of Understanding (MoU) with the Agence Française de Développement (AFD), Essam and May Allam Foundation, and the Louis Dreyfus Foundation to launch a joint pilot project aimed at achieving this important goal.

With this Memorandum of Understanding (MoU), AFD, Essam and May Allam Foundation, Louis Dreyfus Foundation and The Sawiris Foundation for Social Development formalized their collaboration to tackle the significant challenges faced by smallholder farmers in rural Egypt, particularly focusing on climate vulnerability and limited credit and market access. The proposed solution is a comprehensive package of bundled agricultural services, centered around tailored credit products designed to incentivize the adoption of climate-smart inputs and practices. This approach aims to enhance farmers' resilience to climate change, leading to improved crop quality and yields.
Marie-Hélène Loison, Deputy Director General of AFD, emphasized: “AFD will provide a technical support from its Impact Evaluation Department and is proud to join forces with two major Egyptian foundations and Louis Dreyfus for its longstanding experience of projects promoting sustainable micro-farming and agricultural practices.

Naguib Sawiris, Founder and Vice Chairman of the Board of Trustees of the Sawiris Foundation, said: "this partnership marks a pivotal moment in our ongoing commitment to sustainable development and empowering Egyptian communities. By joining forces with AFD, Essam and May Allam Foundation, and Louis Dreyfus Foundation, we are able to expand our reach and deliver innovative, climate-smart agricultural solutions directly to small farmers in Sohag and Minya”.

Laila Hosny, Executive Director of Sawiris Foundation, said: “this initiative is a testament to our belief in collective action to drive lasting change, providing tangible pathways to increased income and economic stability for those who need it most".

Robert Serpollet, General Manager of Louis Dreyfus Foundation, said: “Together, we will work towards the shared goal of uplifting agricultural communities. This joint effort and collaboration are essential for shaping more resilient communities and a more sustainable food system”.
Hassan E. Allam, Founder and Chairman of the Board of Trustees of the Essam and May Allam Foundation, said: “This partnership reaffirms our commitment to advancing evidence-based solutions, a vision championed by my late father and sister which we are keen to uphold. We are proud to work alongside our distinguished partners in delivering climate-smart agricultural solutions tailored to the needs of Egypt’s smallholder farmers”.
Amr E. Allam, Founder and Vice Chairman of the Board of Trustees of the Essam and May Allam Foundation, said: “This project aims to improve productivity, raise incomes, and build climate resilience in Sohag and Minya—underscoring our mission to help uplift communities and break the cycle of poverty”.
It is worth noting that the Memorandum of Understanding marks a significant step toward empowering smallholder farmers in Egypt through climate-smart, sustainable agriculture. By combining the strengths of all four partners, the initiative offers a scalable model to boost productivity, build climate resilience, and improve livelihoods in rural communities.

02/06/2025

Sharm El-Sheikh Becomes the First Egyptian City to Join the Global ICLEI Network for Sustainable Cities Mohammed Elewa Reveals Key Drivers and Anticipated Benefits

Sharm El-Sheikh has officially joined the International Council for Local Environmental Initiatives (ICLEI), after meeting the necessary requirements to become part of the world’s largest network of sustainable urban cities. With this milestone, Sharm El-Sheikh becomes the first Egyptian city and the fourth in the Arab region to join the network. Engineer Mohammed Elewa, Project Manager of “Green Sharm” under the Ministry of Environment, shares the story behind this achievement and outlines the expected returns of the city’s membership.

Elewa began by explaining the rationale behind Sharm El-Sheikh’s membership in the ICLEI network, stating that the government, represented by the Ministry of Environment in cooperation with international organizations, has implemented numerous environmental and social sustainable development initiatives. Among these is the “Green Sharm” project, which aims to transform Sharm El-Sheikh into Egypt’s first green and sustainable tourist destination. This is being pursued through the implementation of a sustainable development strategy focused on reducing carbon emissions and preserving natural resources.

Elewa highlighted key projects implemented in support of sustainable development in Sharm El-Sheikh. In the renewable energy sector, the city has launched a variety of renewable energy projects with a production capacity of 51 megawatts, covering 18% of the city’s total energy needs. A comprehensive municipal solid waste management system has also been applied. In the transportation sector, a network of cycling paths has been developed, spanning 145 kilometers, along with a bike-sharing system. Additionally, a sustainable transport system has been introduced through the use of electric buses to eliminate carbon emissions. The city has also launched initiatives aimed at preserving biodiversity, backed by an executive plan.

Elewa pointed to the key benefits of Sharm El-Sheikh’s membership in the global ICLEI network, including the opportunity to exchange success stories and achievements with other cities, as well as to share Sharm El-Sheikh’s green local initiatives, particularly with cities across the Arab region and the African continent. The city’s local council will also benefit from ICLEI’s tools, frameworks, and support in achieving sustainability goals, in addition to facilitating the implementation of Sharm El-Sheikh’s sustainable development plans through technical assistance.

He added that the membership further aims to enhance the city’s participation in international events, conferences, platforms, and discussions, enabling the exchange of knowledge and experiences between cities, and facilitating collaboration. It also helps in setting and achieving sustainability objectives by providing access to specialized tools, frameworks, and guidelines. Moreover, the city will take part in ICLEI’s programs, workshops, and affiliated events and conferences. Another notable benefit is the opportunity to improve the city’s global marketing position as a sustainable tourism destination.

It is worth noting that the International Council for Local Environmental Initiatives (ICLEI) is a global network that collaborates with over 2,500 local and regional governments committed to sustainable urban development. Operating in more than 125 countries, the network influences sustainability policies and drives local action toward zero-emission, nature-based, equitable, resilient, and circular development.

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