Business Today Egypt | October – November 2023, Special Edition

ment and evolving trends reflect a country’s capability
to embrace international brands. And
expanding this industry can be an important
pillar of a country’s economy.
“Turathna” is one of the top government-endorsed
initiatives in Egypt. The two-day annual
exhibition is usually held in the fall to showcase
the different handicrafts of Egypt’s governorates.
Turathna is not just a cultural initiative
that educates people about the different heritage
of each governorate, but it is also a promotional
tool for the Egyptian cultural identity.
Turathna’s success over the past few years has
encouraged the participation of multiple small
business owners.
Further, the initiative aims to foster inclusivity,
promoting cooperation with national and
Arab businesses alike, which directly boosts
tourism and trade trends within the Arab world.
A Growing Local Industry
Egypt’s fashion industry is witnessing a major
breakthrough with the emergence of globaltrendy
high-end local brands.
Local names such as Okhtein, Temraza, Nu-
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