Grand Egyptian Museum Signs MoU to Empower Egyptian Artisans

During the opening of the Turathna Exhibition 2024, a Memorandum of Understanding (MoU) was signed between the Micro, Small, and Medium Enterprises Development Agency (MSMEDA), Legacy Development and Management (Legacy), a subsidiary of Hassan Allam Holding and operator of the Grand Egyptian Museum (GEM), and MUSEEUM Business Consulting Company, operator of the Official Grand Egyptian Museum Shop. The agreement aims to empower Egyptian artisans by providing them with the resources, expertise, and a platform at the GEM’s official gift shop, to showcase, promote, and sustain their crafts.

 

The MoU was signed by Dr. Raafat Abbas, MSMEDA Deputy CEO; Eng. Merette ElSayed, CEO of Legacy; and Indjy Taher, Co-Founder of MUSEEUM. Mr. Bassel Rahmy, CEO of MSMEDA, and Dr. Ahmed Ghoneim, CEO of the GEM, acted as key witnesses to the signing.

Commenting on the occasion, Mr. Bassel Rahmy, CEO of MSMEDA, said “We are pleased to collaborate with the GEM to showcase the products of artisans and craftsmen under the name ‘Turathna’ at one of Egypt’s most prominent tourist destinations. This partnership ensures greater exposure for their products, helping them develop their skills and enhance product quality. Expanding the marketing of traditional crafts locally and internationally plays a vital role in preserving these unique industries and promoting Egyptian heritage globally.”

 

Dr. Ahmed Ghoneim, CEO of the GEM, highlighted the museum’s role in the partnership, saying, "The GEM is more than a cultural destination; it is a hub for creativity, innovation, and the preservation of Egypt’s legacy. Witnessing this partnership come to life aligns perfectly with our mission to support initiatives that connect our heritage to the modern world and empower local artisans.”

 

Dr. Raafat Abbas, MSMEDA Deputy CEO, said, “MSMEDA is committed to expanding its support services to help business owners and aspiring entrepreneurs. Through this agreement, we will provide artisans with financial support and training programs to refine their skills and improve their products, enabling them to meet market demands better.”

 

Legacy, as the Operator of the GEM, will work with MUSEEUM, the operator of The GEM Official Shop, to identify industries and handicraft products that align with the shop’s vision.

 

MUSEEUM, a company specializing in curating and operating retail experiences for cultural destinations, was founded by Indjy Taher and JaeYung Kwon. The company brings its expertise in business strategy, design innovation, and creative retail solutions to the collaboration. It will work closely with artisans to refine their designs, packaging, and marketing strategies. MUSEEUM will also assist artisans in presenting their products and allocate display periods within The GEM Official Shop and other marketing channels, following guidelines established by MUSEEUM and Legacy.

 

“At MUSEEUM, we are passionate about bridging the gap between Egypt’s rich artisanal traditions and modern global markets,” said Indjy Taher, Co-Founder of MUSEEUM. “This partnership gives artisans the opportunity to refine their skills, enhance their product offerings, and present their work in a way that resonates with diverse audiences, both locally and internationally.”

 

The GEM Official Shop already showcases the craftsmanship of Egyptian artisans, carefully curated by MUSEEUM, offering their products to both local and international audiences. This collaboration strengthens the shop’s role as a key platform for artisans, equipping them with the resources and opportunities needed to sustain their work and preserve Egypt’s cultural heritage.

 

By uniting MSMEDA’s support for artisans, Legacy’s expertise in cultural management, and MUSEEUM’s innovation in design and retail, the partnership ensures the continued growth of Egypt’s artisanal traditions while supporting local economic development and global recognition.