Egypt's cultural and creative products debut at ICIF

For the first time, Egypt has showcased its cultural and creative products in China at the 21st China (Shenzhen) International Cultural Industries Fair (ICIF), spotlighting two iconic elements of its ancient heritage — hieroglyphics and papyrus paper.

Mostafa Amr, COO and co-founder of the Egyptian brand PYRUS. Photos by Wang Haolan

 "This is our first time coming to China and participating in the ICIF. We have always been interested in international cultural exhibitions and see this as a vital platform to present our products to the world. Our offerings are well-loved in Egypt and popular among Chinese tourists," said Mostafa Amr, COO and co-founder of the Egyptian brand PYRUS, the pioneering company behind this exhibition.

The exhibition featured hieroglyphics, one of the world's oldest written languages, and papyrus, the earliest form of paper, presented through cutting-edge technology.

 Visitors could input their names, which the device translated into Egyptian hieroglyphs before automatically inscribing them on authentic papyrus, bringing history to life in an interactive and immersive way.

Ziad Abass, CTO and co-founder of PYRUS, provided insights into the initiative, explaining that the concept was developed by a team of three robotics engineers over two years.

The device translates Chinese names into ancient Egyptian hieroglyphs. 

 With seven branches across Egypt and three additional sites internationally, PYRUS strives to blend culture, technology, and commerce.

 “In addition to exhibiting papyrus-related cultural and creative products, we are eager to explore collaboration opportunities with Chinese museums and cultural enterprises,” Abass added.

 The exhibition also featured six other prominent Egyptian enterprises, including Konouz, renowned for reproductions of national treasures, social enterprise Fair Trade Egypt, and Lotus Aruma, a botanical oil perfume brand.