ALEXBANK Participates at Diarna Exhibition 2025

Sinai is the Guest of Honor:
 Diarna for Handicrafts and Heritage exhibition kicks off and will continue until February 28th.
The Minister of Social Solidarity inaugurates the “Diarna for Handicrafts and Heritage” Exhibition, in the presence of the Minister of Local Development and Economic Advisor to the President of the Arab Republic of Egypt.

The Exhibition is held in partnership with Cairo Festival City Mall and ALEXBANK, with the participation of more than 400 exhibitors.

(Egypt, Cairo: 16th of February 2025): Amid the sounds of Sinai songs and cheers from exhibitors across Egypt, Dr. Maya Morsy, Minister of Social Solidarity, inaugurated the activities of Diarna for Handicrafts and Heritage Exhibition on Thursday evening at Cairo Festival City Mall in New Cairo.

The exhibition is held under the slogan “Egypt Speaks Handicrafts”, in the presence of Dr. Manal Awad, Minister of Local Development, Dr. Hala El-Said, Economic Advisor to the President of the Arab Republic of Egypt, Ambassador Nabila Makram, Head of the Technical Secretariat of the National Alliance for Civil Action, Dr. Nesreen El-Baghdady, Vice President of the National Council for Women ; Mariam El Gammal, Executive Committee Member at ALEXBANK, Dr. Khaled El Saeed, Head of Security & Government Relations at ALEXBANK , Farida El Kattan, Head of CSR and Shared Value at ALEXBANK; and Tamer Fouda, Board Member and Director Asset Management Egypt at Al Futtaim Real Estate, along with a distinguished group of media professionals, business leaders, and investors.

This year’s edition is held in partnership with Cairo Festival City Mall, sponsored by ALEXBANK "Intesa Sanpaolo Group", Sawiris Foundation for Social Development, and Drosos Foundation. The exhibition is open to the public until February 28th, opening daily from 10 AM to 10 PM.

The exhibition hosts more than 400 exhibitors showcasing their handmade products that tell the stories of Egyptian heritage. Sinai, the "Land of Turquoise," is the guest of honor at this year's edition, presenting various traditional Sinai products. The exhibition also offers a diverse selection of heritage and handmade products, including Arabesque designs, copper and glasswork, and seasonal items for Ramadan. Visitors can explore home decor, clothing, accessories, and essential items for families preparing for the holy month and upcoming celebrations.

The exhibition is equipped with advanced digital facilities, including ATMs, and offers complimentary internet access for both exhibitors and attendees. 

The Minister of Social Solidarity and accompanying ministers toured the exhibition's departments and reviewed the exhibitors’ products. They praised the quality of the displayed products and engaged in discussions with exhibitors to hear their opinions and needs.

Dr. Maya Morsy emphasized that through numerous projects, whether from the Ministry, the National Council for Women, the Egyptian Small Projects Agency, or civil society organizations, productive families and artisans are participating in the exhibition. She highlighted that the productive families project is a social initiative aimed at developing the economic resources of the family by utilizing the skills and capabilities of its members, through environmental and home-based 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.

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."

Ms. Laila Hosni, Executive Director of Sawiris Foundation for Social Development, confirmed the foundation’s pride in supporting Diarna exhibition for the fifth consecutive year, reinforcing its commitment to support small enterprise development

She emphasized the importance of these platforms as a key means to preserve Egyptian cultural heritage in the field of handicrafts, which has developed over thousands of years to reflect the skill and creativity of Egyptian artisans.

She added that the exemplary partnership behind the exhibition, which brings together the public and private sectors as well as civil society organizations, reflects the commitment of the partners to unite efforts in supporting entrepreneurs and artisans.

She expressed her hope for the continued growth of this event and its expanded impact in empowering local artisans and heritage industry owners, contributing to the support of the creative economy as a key driver for sustainable development, and stimulating innovation in the handicraft sector.

She pointed out that supporting the creative economy extends beyond heritage preservation; it plays a vital role in poverty alleviation and job creation. This can improve the standard of living and enhance social welfare. Additionally, encouraging the culture of gifting local handcrafted products contributes to strengthening cultural identity and supporting the local economy, which has a positive impact on the entire community.

Ms Hanan Dowidar, Country Director of Drosos Foundation in Egypt, emphasized that the foundation believes in the importance of empowering youth and providing them with opportunities to build a sustainable future. From this perspective, the foundation is pleased to contribute to supporting Diarna exhibition, which brings together creativity and heritage, opening new horizons for young artisans to showcase their work and enhance their economic opportunities.

Through the collective efforts to support the exhibition, we aim to empower local craftsmen, highlight the importance of handicrafts, and strengthen the role of the creative economy as a means to create job opportunities for youth and achieve inclusive and sustainable economic growth.

Tamer Fouda, Board Member and Director Asset Management Egypt at Al Futtaim Real Estate, stated: "At Cairo Festival City Mall, we believe that empowering local craftsmen are a core part of our responsibility towards the community, which is embodied in Diarna exhibition that we are hosting for the fifth consecutive year."

He added: "Small and medium enterprises are the backbone of the Egyptian economy, and for this reason, this initiative is part of the 'Festival Cares' corporate social responsibility strategy at Cairo Festival City Mall, through which we aim to support this segment and enhance its sustainability. We also believe in the importance of public-private partnerships, which is a fundamental principle that Al-Futtaim Real Estate Group is committed to fostering. These partnerships play a vital role in empowering youth and supporting women entrepreneurs, in line with the national development agenda. Our focus on these partnerships reflects our ongoing commitment to supporting initiatives that contribute to the development of the local economy, enhance innovation, and empower individuals, in alignment with our goals in corporate social responsibility."