Egypt's national legacy brand, Konouz, made its debut at the Shenzhen International Cultural Industries Fair (ICIF) on Thursday, showcasing a captivating collection of heritage-inspired products—from Pharaonic motifs to contemporary crafts—bridging millennia of Egyptian artistry with global audiences.
Machine printing hieroglyphs on ancient Egyptian writing material, papyrus.
Hisham Shaarawy, CEO of Konouz, said the brand's gift shops are located in most of the famous museums and temples in Egypt, but this is the first time they are promoting the brand abroad, making China a vital foothold for their overseas promotion odyssey.
Konouz is the only company in Egypt officially certified to produce replicas of Egyptian artifacts.
"We know that the Chinese have a civilization like Egypt, and they appreciate heritage. I was at one of our stores and found a fascinated group of Chinese customers," he said.
Considering exhibitions and fairs a good way for the two ancient civilizational powerhouses to connect, Hisham Shaarawy found the ICIF a convenient one-stop platform for culture to converge and clash.
A corner of the Egypt pavilion at the ICIF 2025
On Friday morning, amidst a tight inspection agenda, Hisham Shaarawy carved out a brief window for a tour at the ICIF, during which he intentionally sought out the Chinese and Indian pavilions—two of the other four ancient civilizations in the world.
During the short stroll, Hisham Shaarawy was impressed with Chinese porcelain techniques and awed by the finery of the artistry. "I've seen these before, but of this quality, only the Chinese," he said.
For the next step, Hisham Shaarawy plans to hold more Egyptian cultural exhibitions in China by expanding the business to 3-4 other cities in the country.
Reporter | Huang Xinyi
Video | Zeng Xiangxing
Poster | Lai Meiya
Photo | Zeng Xiangxing
Editor | Ouyang yan, Hu Nan, James, Shen He
