Trump moves to ban Brotherhood 🚫

Hey friends,

This week’s edition dives into the diplomatic, economic, and cultural moves reshaping Egypt’s standing — plus two stories all the way from the Land Down Under. That doesn’t happen often, does it?

Let’s dive into this week’s top stories.

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• Trump wants Muslim Brotherhood gone 🚫

• Eni to invest $8 billion in Egypt 💰

• The wellness market in Egypt 🧘🏻‍♀️

• Artifacts returned from Australia 🦘

TRUMP | MUSLIM BROTHERHOOD
TRUMP WANTS MUSLIM BROTHERHOOD GONE, JUST LIKE EGYPT

Donald Trump renewed his intention to designate the Muslim Brotherhood as a terrorist organization, a heavily relevant move for Egypt’s relations with Washington and Islamist movements across the region. Egyptian officials have long argued that the group poses a regional security threat and have welcomed tougher stances abroad.

Ripple effects: For Trump, revisiting the designation plays well with a base that associates the Brotherhood with instability after the Arab Spring, while for Egypt it validates its belief that frames the group as an existential enemy. A formal US designation could also have knock-on effects in countries where Brotherhood-affiliated parties still operate in politics or civil society, potentially forcing governments to choose between accommodating Washington's line or risking diplomatic tension.

What’s next: In the short term, Trump’s revived directive directive offers Cairo an opportunity to reassert shared security priorities with a US administration that is more receptive to its of the Brotherhood. Over time, however, tying the relationship so tightly to counter-Islamist policy could leave Egypt exposed to swings in US politics, especially if future administrations seek to recalibrate.

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ENERGY | INVESTMENT
ENI'S MULTI-BILLION BET ON EGYPT'S ENERGY FUTURE

Italian energy giant Eni plans to invest several billion dollars in Egypt over the next four years, focusing on gas production, infrastructure upgrades, and decarbonization projects. The commitment underscores how, despite recent macro turbulence, Egypt remains a core pillar of Eni's Mediterranean strategy and a key gas supplier to both domestic industry and export markets.

Energy security and exports: Increased investment is expected to help stabilize domestic gas supplies after years of tight balances and periodic power cuts, while supporting LNG exports when global prices and volumes allow. For the government, locking in a long-term partner is vital to sustaining foreign-currency inflows, especially as it leans on energy receipts alongside tourism and Suez Canal revenues to rebuild reserves.

Reform tailwinds and risks: The announcement comes as Egypt's quarterly GDP growth has picked up to just over 5 percent for the first time in years, with officials crediting structural reforms and IMF-backed policies. Yet inflationary pressures, high public debt, and exposure to external shocks mean that turning headline projects like Eni's into broad-based gains will depend on governance, regulatory stability, and timely payments in the energy sector.

HOW EGYPTIANS SPEND ON HEALTH & WELLNESS

Who said taking care of yourself had to break the bank? In a world where wellness is no longer a luxury but a lifestyle choice, Egyptians are increasingly voting with their wallets — investing in gym memberships, supplements, mental health support, and everything in between. According to consumer sentiment surveys, 15 percent of Egyptians now rank health and well-being among their top three concerns, surpassing even environmental and climate change worries. The data tells a story of a population prioritizing health like never before.

A wellness boom reshaping spending habits: Egypt's health and wellness market reached USD 11.42 billion in 2024 and is projected to grow to USD 16.40 billion by 2033. This isn't just about recovery from illness anymore; it's about prevention, performance, and peace of mind. Egyptians are spending on therapy, fitness memberships, nutritional supplements, and even digital health platforms to take wellness from an afterthought into a core part of everyday life.​

Mental health takes the center stage: Mental health, once a taboo topic, is now part of Egypt's wellness narrative. The Ministry of Health launched a comprehensive mental health initiative to enhance awareness, facilitate early detection, and ensure equitable access to treatment. Private initiatives, like digital therapy platform O7 Therapy, are also doing their part in making mental health services more reachable to everyone.This shift is reflected in consumer behavior — Egyptians are investing in counseling services, wellness coaching, and stress management programs. The health and wellness coaching market is projected to reach USD 126.54 million in 2025.​

The fitness industry alone is experiencing explosive growth: Egypt's fitness services market was valued at USD 175 million this year, with a compound annual growth rate of 0.22 percent. From boutique studios offering Pilates and yoga to international gym chains like Gold's Gym, the options have never been more diverse. While gym and fitness center prices vary depending on the location and socioeconomic level, many Egyptians view it as an investment in long-term health and happiness.​

Beyond the gym, Egyptians are turning to dietary supplements and vitamins to boost immunity and overall health. The nutritional supplements market in Egypt was valued at USD 1.07 billion in 2022 and is projected to more than double to USD 2.29 billion by 2030, growing at a 10 percent annual rate. The sector has become so robust that Egypt is targeting USD 1 billion in supplement exports by 2030, reflecting both domestic demand and international competitiveness.​

Making wellness accessible and flexible: Here's where the wellness revolution meets financial innovation. As health spending rises, so does the need for payment solutions that make wellness accessible without upfront financial strain. From gym memberships and supplement subscriptions to medical checkups and wellness retreats, flexible payment options are becoming essential.

Valu, a leading Egyptian fintech platform, has been at the forefront of empowering access to wellness. Through its Buy Now, Pay Later (BNPL) solutions, Valu enables customers to invest in their health without waiting to save up the full amount. Whether it's a year-long gym membership, a premium supplement regimen, or healthcare services, Valu's customizable financing plans — stretching up to 60 months across more than 8,500 stores and online platforms to allow Egyptians to prioritize their well-being today while managing payments comfortably over time.​

As wellness continues to shift from aspiration to expectation in Egypt, the infrastructure supporting it — from fitness centers to digital health platforms to flexible fintech solutions — is evolving just as rapidly. Egyptians aren't just spending on health and wellness; they're investing in a better, more balanced future. And with tools that make it financially feasible, a healthier future is more accessible than ever.

HERITAGE | REPATRIATION
ARTIFACTS COME HOME: AUSTRALIA RETURNS 17 PHARAONIC TREASURES

Australia has returned 17 rare Pharaonic artifacts to Egypt, marking a high-profile win for Cairo's long-running campaign to repatriate antiquities removed during the colonial and early excavation eras. The pieces, which had been held in Australian institutions, were handed over following investigations that confirmed they had left Egypt without proper documentation.

Cultural diplomacy and soft power: Egyptian officials framed the handover as a testament to deepening cultural ties with Australia and to Egypt's role as steward of an ancient civilization whose heritage underpins both national identity and tourism. The move also adds momentum to a string of recent returns from Europe and North America, strengthening Cairo's leverage in future negotiations over contested artifacts.

Museums under scrutiny: Internationally, museums are increasingly under pressure to review their collections and justify the origins of star objects, especially those acquired during periods of occupation or weak oversight. Domestically, stories of artifacts coming home resonate strongly at a time when many Egyptians are grappling with economic strain and debates over who benefits from heritage-linked revenues.