Egypt's Medium, Small and Micro Enterprise Development Agency (MSMEDA) said on Sunday it is partnering with Saudi Arabia's National Franchises to support Egyptian and Saudi brands and prepare them for regional and global expansion. The partnership comes ahead of the Egypt-Saudi International Franchise Expo, which is expected to showcase more than 300 brands from the two countries and several international markets, with participation from government bodies and investment institutions, MSMEDA CEO Basil Rahmy said in a statement. Rahmy added that the partnership would help accelerate franchising in Egypt, raise local brands to international standards, and launch the new edition of the Arab Franchise Awards to recognise innovation and excellence in the sector. The exhibition, he added, would act as a platform for Arab cooperation in franchising and a gateway to regional and global investment opportunities. As part of its wider strategy, MSMEDA is working to boost Egypt's franchising activity by improving the business environment, developing regulations, and supporting both franchisors and franchisees. The agency has also begun cooperating with about 70 food and service brands to enhance competitiveness and expand locally and abroad. Abeer Julaih, chairwoman of National Franchises, welcomed the partnership with MSMEDA, describing it as a new phase in supporting the Arab franchising sector. She said the cooperation would strengthen the presence of Saudi and Egyptian brands in both markets, building on the institution's extensive experience in organising specialised international events. Attribution: Amwal Al Ghad English Subediting: Y.Yasser
