Cairo: Egypt's Medium, Small and Micro Enterprise Development Agency (MSMEDA) announced its partnership with Saudi Arabia's National Franchises to support the international expansion of Egyptian and Saudi brands. This collaboration aims to prepare these brands for both regional and global markets.

According to State Information Service Egypt, the partnership is strategically timed before the Egypt-Saudi International Franchise Expo. The expo will feature over 300 brands from Egypt, Saudi Arabia, and various international markets. It will also involve government bodies and investment institutions, as stated by MSMEDA CEO Basil Rahmy. This initiative seeks to accelerate franchising in Egypt, elevate local brands to international standards, and introduce the new edition of the Arab Franchise Awards to recognize innovation and excellence in the sector.

Rahmy further elaborated that the exhibition would serve as a platform for fostering Arab cooperation in franchising and act as a conduit for regional and global investment opportunities. MSMEDA is actively working on enhancing Egypt's franchising landscape by improving the business environment, developing regulations, and offering support to both franchisors and franchisees. The agency is also collaborating with approximately 70 food and service brands to boost their competitiveness and facilitate their expansion locally and internationally.

Abeer Julaih, chairwoman of National Franchises, expressed her enthusiasm for the partnership with MSMEDA, viewing it as a pivotal step in supporting the Arab franchising sector. She emphasized that this cooperation would amplify the presence of Saudi and Egyptian brands in both markets, leveraging the institution's vast experience in organizing specialized international events.