Under the theme "Egypt Speaks Handicrafts"

Cairo Festival City Mall Hosts “Diarna for Handicrafts and Heritage” in Collaboration with ALEXBANK, Sawiris Foundation, and DROSOS Foundation

By : Mohamed Elkholy 

The Exhibition Runs Until February 28th, Featuring "Land of Turquoise" As The Guest Of Honor, and Over 400 Exhibitors

Dr. Maya Morsy, Minister of Social Solidarity, inaugurated "Diarna for Handicrafts and Heritage" exhibition this Thursday evening at Cairo Festival City Mall in New Cairo, held under the theme " Egypt Speaks Handicrafts," in the presence of Dr. Manal Awad, Minister of Local Development, Dr. Hala ElSaid, Advisor to H.E. President Abdel Fattah El-Sisi, Ambassador Nabila Makram, Head of the Technical Secretariat of the National Alliance for Civil Action, and Tamer Fouda, Director of Asset Management and Board Member, Al-Futtaim Real Estate, Egypt, along with media professionals, businessmen, and investors.

Cairo Festival City Mall, part of Al-Futtaim Real Estate, is hosting the Diarna Exhibition for the fifth consecutive year in collaboration with the Ministry of Social Solidarity. The initiative is part of Al-Futtaim Real Estate’s “Festival Cares”, the visionary platform dedicated to creating meaningful, lasting impacts on people’s lives by fostering opportunities and embracing every avenue of humanity in its practices. By transforming available spaces into vibrant showcases for arts and innovation, Cairo Festival City Mall continues to provide a platform that celebrates craftsmanship while fostering creative expression among youths and economic growth.

This year's edition is held, under the auspices of Ministry of Social Solidarity (MoSS), and in partnership with Cairo Festival City Mall, ALEXBANK, Sawiris Foundation for Social Development and Drosos Foundation. The exhibition is open to the public until February 28th, operating daily from 10 AM to 10 PM.

Featuring more than 400 exhibitors, the event showcases handmade products that celebrate Egypt’s rich heritage. With Sinai being this years’ guest of honor, the "Land of Turquoise," takes center stage with exhibitors showcasing a variety of traditional Sinai crafts. The exhibition also offers a diverse selection of heritage and handmade products, including Arabesque designs, copper and glasswork, and seasonal items for Ramadan and Mother’s Day. Visitors can explore home decor, clothing, accessories, and essential items for families preparing for the holy month and upcoming celebrations.

To elevate visitors’ experience, the venue is equipped with advanced digital facilities, including ATMs, and offers complimentary internet access for both exhibitors and attendees.

The Minister of Social Solidarity, alongside attending ministers and esteemed guests, toured the exhibition halls, praising the craftsmanship and high-quality materials of the showcased products. They engaged in meaningful discussions with exhibitors, gaining firsthand insights into their experiences, challenges, and aspirations.

Dr. Maya Morsy emphasized that productive families and craftsmen benefit from various projects supported by the ministry, the National Council for Women, Micro, Small and Medium Enterprises Development Agency (MSMEDA), and civil society organizations. 

Her Excellency noted that the productive families project is a social initiative aimed at developing the economic resources of families by utilizing their skills and capabilities through environmental and home industries while improving their conditions through care and guidance to face economic and social challenges.

The Minister of Social Solidarity also explained that “Diarna for Handicrafts and Heritage" exhibition serves as a marketing outlet that features the unique products of productive families, aiming to empower creators to access new markets and achieve direct sales opportunities, indicating that there is collaboration with all institutions in the country, Egypt’s Projects, the National Council for Women, and civil society.

Tamer Fouda, Director of Asset Management and Board Member, Al-Futtaim Real Estate, Egypt, stated:" At Cairo Festival City Mall, we recognize that empowering local talent is integral to our commitment to community development. This vision is exemplified through our longstanding support of the Diarna Exhibition, which we are proud to host for the fifth consecutive year.”

He added: “Small and medium enterprises form the backbone of Egypt’s economy, making their growth and sustainability a national priority. Through our social responsibility platform, “Festival Cares”, Cairo Festival City Mall is dedicated to nurturing this vital sector, ensuring its long-term success and resilience. We also strongly advocate for public-private partnerships, a core principle upheld by Al-Futtaim Real Estate, recognizing their pivotal role in driving economic empowerment, particularly for youth and women entrepreneurs. These collaborations align with Egypt’s broader development agenda and reflect our long-term vision of fostering initiatives that stimulate economic growth, promote innovation, and create meaningful opportunities, reinforcing our commitment to corporate social responsibility.”

Mr. Paolo Vivona, CEO and Managing Director of ALEXBANK, stated: "Our participation in this exhibition reaffirms our unwavering commitment to the community, our dedication to preserving Egyptian culture and heritage, supporting the creative economy, and empowering local craftsmen. These principles are cornerstones of our flagship initiative, “Ebda3 Men Masr.”

He added: "Diarna exhibition strives to achieve social inclusion by hosting strategic exhibitors including refugees, artisans with special needs, and those producing eco-friendly crafts. This initiative supports their causes and empowers marginalized artisan communities, which are core beneficiaries of our Environmental, Social, and Governance (ESG) strategy, grounded in the strong values that are deeply rooted in ALEXBANK and Intesa Sanpaolo Group."

Laila Hosni, Executive Director of Sawiris Foundation, emphasized the foundation’s pride in supporting Diarna exhibition for the fifth year, reinforcing it’s commitment to support small enterprise development. She highlighted the exhibition’s role in preserving Egypt’s rich handicraft heritage, showcasing the skill and creativity of local artisans.  

She underscored the importance of collaboration between the public and private sectors, as well as civil society in empowering entrepreneurs and artisans. This partnership serves as a model for strengthening the creative economy as a driver of sustainable development and innovation in handicrafts.  

Laila also stressed that supporting the creative economy extends beyond heritage preservation; it plays a vital role in poverty alleviation and job creation. By empowering artisans and promoting local handicrafts, we enhance living standards, reinforce cultural identity, and boost the local economy, benefiting society as a whole.

It's worth noting that Cairo Festival City Mall remains steadfast in its mission to empower local talent and foster creative expression, reinforcing its role as a catalyst for innovation and community development. As part of this commitment, the mall has made significant strides in social responsibility, driven by its deep-rooted belief in supporting youth and local talent. It has established multiple strategic partnerships to nurture and develop Egyptian creatives, including a collaboration with Phlog, providing a dedicated space for emerging photographers to showcase their work and gain industry recognition. Additionally, through its partnership with Vogue Italia, the mall launched the Cairo Fashion Experience, a platform designed to empower young Egyptian designers.