Egypt is extending its blockbuster Ramses the Great and the Gold of the Pharaohs Exhibition in Tokyo until January 2026, driven by unexpectedly high consumer demand that saw attendance surpass 350,000 visitors since its opening in March. The exhibition, a key cultural asset for Cairo, has proven highly profitable, prompting the Japanese hosting partners to request the extended display period. To leverage the momentum, the Egyptian Ministry of Tourism and Antiquities has launched a targeted marketing push using a mobile promotional vehicle—known as a Senden Truck—to cruise high-density commercial and entertainment hubs across Tokyo and other major Japanese cities. The campaign aims to maximise foot traffic and ticket sales. "The immense passion and interest shown by the Japanese people… has been remarkable," said Mohamed Ismail Khaled, Secretary-General of the Supreme Council of Antiquities. The exhibition is a cornerstone of Egypt's global cultural diplomacy efforts. It features 180 artefacts, led by the sarcophagus of Ramses II, alongside gold jewelry and statues from the Egyptian Museum and recent finds from Saqqara. The artifacts on display cover periods from the Middle Kingdom through the Late Period, offering a strategic showcase of Egypt's historical wealth. Tokyo is the latest stop in a lucrative global tour that began in Houston (2021) and has since visited San Francisco, Paris, Sydney, and Cologne, consistently delivering strong returns on Cairo's cultural assets. Attribution: Amwal Al Ghad English
